Alright, let’s talk about what’s actually happening right now because I think a lot of the hospitality industry still thinks AI search is some vague future problem.
It’s not.
They’re not sitting there opening 14 tabs anymore, comparing hotels like they’re writing a dissertation. They’re going to ChatGPT, seeing answers directly in Google AI Overviews, or using AI-powered search tools and asking:
• “Top hotels in Miami”
• “Best hotels in Napa”
• “Where should I stay in Boston?”
• “Beachfront hotels in Waikiki”
And they’re getting… a shortlist.
Not endless links.
Not ten pages of search results.
Just a handful of recommendations handed to them in seconds.
Which honestly makes total sense from a consumer perspective. Humans are overwhelmed. AI removes friction. Of course people are leaning into it.
Guests have already changed their behavior.
But from a hotel perspective?
This changes a lot more than people realise.
Let’s Be Honest. This Is Already Happening
Depending on the study, somewhere around 40–70% of searches now end without a click.
For years the internet worked like this:
Search → click → browse → compare → decide
Now it increasingly looks like this:
Ask → get answer → book
And if your hotel isn’t included in that answer?
You’re not even being considered.
Not “ranked lower”.
Not “page 2”.
Just… invisible.
AI Is Quietly Becoming the New Front Desk.
AI is starting to behave like a digital concierge.
Guests ask for:
• romantic hotels
• family-friendly hotels
• wellness hotels
• business hotels
• trendy hotels
• affordable hotels
And AI tries to match them with what feels most relevant.
Which means AI isn’t just scanning for keywords anymore. It’s building confidence around who your property is actually for.
Most Hotel Teams Are Looking at the Wrong Metrics
RevPAR matters.
Bookings matter.
Traffic matters.
But those metrics happen AFTER a guest has already decided to consider you.
The bigger question now is:
“Are you showing up during the moment the decision is first being formed?”
So… How Does AI Decide Which Hotels to Recommend?
1. Your Hotel Actually Exists Properly Across the Internet
AI pulls from:
• your website
• Google Business Profile
• OTAs
• directories
• reviews
• media mentions
• blogs
If your information is inconsistent, outdated, or vague, AI has less confidence in you.
2. Reviews Matter More Than Ever
AI reads reviews and identifies patterns:
• clean
• noisy
• romantic
• walkable
• friendly staff
• outdated rooms
• amazing location
Guests are basically training AI how to describe your property.
3. PR Has Become Incredibly Important
If your hotel is featured in:
• “Best Hotels in Miami”
• travel publications
• local guides
• blogger roundups
• editorial lists
AI is significantly more likely to surface you.
AI is essentially summarising the internet.
So if nobody is talking about your property externally, you become harder to recommend.
4. Your Maps Presence Matters More Than Most Hotels Realise
Your Google Business Profile is no longer just a listing.
It’s part of your AI identity.
Things that matter:
• updated photos
• consistent review responses
• accurate descriptions
• local relevance
• amenities
• categories
• attributes
5. Your Website Needs to Help AI Understand You
You need content that answers real human questions:
• What kind of traveller is this ideal for?
• What’s nearby?
• Why stay here instead of another area?
• What type of experience does this property suit?
Bottom Line
You are no longer just competing for rankings.
You’re competing to be recommended.
And those are two very different things.
Curious where your property actually stands?
If you want to see how your property is performing in AI search — and how you compare against your local competitors — we can walk you through it.
Set up a quick intro call here:
https://bit.ly/DMscoreHotelCall
We’ll show you:
• where your property is appearing
• where it’s missing
• and what’s influencing visibility in your market
Because right now, visibility isn’t just about being found.
It’s about being recommended.
