Periods of uncertainty change how people make decisions. Whether due to economic pressure, regional tensions, or disruptions to travel and daily life, consumers are understandably more cautious and selective about where they spend time and money. For businesses in sectors like hospitality, entertainment, and leisure, this can translate into significantly reduced footfall and slower bookings.
Ema Fulga, AI Search Optimisation Consultant and the Founder of decipher. believes that now more than ever, brands in this space need to ensure they are visible online and that their potential customers can find them. Generative Engine Optimisation (GEO), otherwise known as AI search optimisation focuses on exactly that: getting brands recommended in AI-powered searches, where ChatGPT alone now accounts for 20% of search-related traffic worldwide. GEO is a powerful, cost-effective way to stand out in the online conversations customers have with AI search assistants.
According to Ema: “During difficult times, people look for reassurance and recommendations more than ever before making a decision. But the way they search has changed. Instead of typing a few keywords into a search engine and browsing through pages of results, consumers are increasingly turning to AI assistants such as ChatGPT or Gemini to ask direct, contextual questions. These platforms are rapidly becoming a trusted source of advice, helping them decide where to go, what to buy, and how to spend their time.
“For businesses, this has created a cost-effective opportunity to maintain visibility, especially when demand becomes more cautious and budgets are tighter.”
When people feel uncertain, they turn to trustworthy recommendations and that’s exactly why brands recommended by AI assistants are more likely to sell: the trust component. People ‘talk’ to their assistants and give them a lot of context and information, so whenever their assistant recommends a brand, people are more likely to trust it because it feels highly personalised.
So, when someone asks an AI assistant:
- “What are some good indoor activities in Dubai tonight?”
- “What family-friendly venues are open this weekend?”
- “Where can I go for a relaxed evening out in Dubai?”
They will trust the place, activity, or restaurant it recommends. This is where GEO becomes particularly powerful. Instead of competing for attention across hundreds of search listings in traditional engines, businesses have an opportunity to appear directly inside the trusted AI-generated recommendations that people increasingly rely on.
For local businesses such as restaurants, entertainment venues, or leisure experiences, this shift is especially valuable. AI assistants often prioritise location-based recommendations and context, meaning that a well-described venue is more likely to appear in answers to highly targeted queries. Another reason GEO is particularly relevant during challenging periods is that it focuses on clarity and credibility rather than advertising spend.
Here are some practical steps you can taketo improve your AI search visibility:
Create a topical landing page for this period that you update regularly
This new landing page could highlight why your space is safe and the measures you took to ensure your customers feel comfortable. It should focus on the benefits of your business, reframed to put the customer’s doubts, which are particular to this time, at the centre. So, for example, a restaurant manager could focus on the comfortable outdoor space they have, rather than on the terrace. They can mention how their kitchen is adequately staffed, so preparing meals doesn’t take longer than needed, ensuring a relaxing yet efficient service.
Answer real customer questions
Create FAQ content or short articles that mirror the way people ask for recommendations.
Examples of useful questions to answer on your website or blog:
- What are some safe indoor restaurants in Dubai right now?
- Which restaurants or venues in Dubai offer comfortable indoor dining?
- Is this venue suitable for families looking for a relaxed indoor setting?
- Are there indoor dining options in Dubai that are open in the evening?
- What makes this venue a good choice for a quiet, comfortable night out?
Describe your venue clearly
During uncertain periods, people care more about practical details. Be specific about what you offer. Include details about location, atmosphere, audience, and the type of experience visitors can expect and be consistent across all your platforms.
Strengthen local credibility
Mentions in trusted publications, city guides, and event listings help AI systems recognise your venue as a credible recommendation. Be proactive and reach out to media for any interview and feature opportunities you could get involved in.
Create reassurance-focused content
Think beyond simply describing the venue itself. Content that highlights reassuring experiences, such as relaxed indoor dining, family-friendly outings, or quiet evening activities, is more likely to appear in AI-generated answers when people ask for recommendations they can trust.
Businesses that appear in the moments when people are actively deciding what to do have a clear advantage at a time when being seen is essential. As AI assistants become a central part of how consumers discover places, experiences, and brands, GEO is quickly becoming a key tool for staying visible and competitive in a changing search landscape.
