Hotels Race to Optimize for AI Travel Search
Hotels are overhauling their digital strategies as travelers increasingly turn to ChatGPT and AI-powered travel sites to plan vacations. About 37 percent of travelers now use AI-enabled platforms to book trips, according to a Boston Consulting Group study.
The shift is forcing hotels to rethink how they present themselves online. A Google search returns 50 results. ChatGPT returns five.
The Technical Challenge
Hotels must now optimize for natural language queries like "calm hotel with west-facing balcony" or "charming hotel with spa that accepts dogs." These vague requests require systems that understand semantics - something most hotel databases don't currently do.
Nicolas Maynard, AI and data science chief at Accor (which operates Pullman, Sofitel, Mercure, and Ibis), said the group has spent a year learning how to become visible to AI models. "The biggest challenge is to understand vague requests like 'I want a romantic hotel in the south,'" he said.
Hotels also need to provide granular details. Olivier Cohn, director of Best Western France, said properties must answer highly specific questions - such as whether a power socket sits on the left side of a bed for guests who charge devices there overnight.
Ranking and Fees
AI algorithms prioritize properties with comprehensive, consistent information across multiple sources. Customer reviews and detailed descriptions matter as much as a hotel's own data.
A quarter of hospitality firms now have AI strategies producing returns across multiple business functions, the BCG report found.
But visibility comes with a cost. AI platforms are beginning to charge distribution fees for prominence in algorithmic recommendations - mirroring the commission model used by online travel agencies like Expedia and Booking.com.
What Hotels Can Do Now
Some properties are deploying AI chatbots to answer routine guest questions, freeing staff to focus on higher-value services.
Hotels need to audit their digital presence: Are property descriptions detailed enough? Do reviews paint a complete picture? Can systems classify rooms by specific attributes beyond traditional categories?
The stakes are high. In France, 35 percent of people used AI to find accommodations last year. That number will only grow.
Learn more about AI adoption in hospitality and events.
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