How Hotels Should Approach Visibility on AI Platforms
The way travelers discover hotels is shifting. Traditional search engines like Google are no longer the only gateway—AI-powered search tools are gaining ground worldwide. For hotels, this means rethinking how they appear when users ask AI platforms for recommendations.
Cloudbeds, a hospitality software platform, has conducted research to shed light on how hotels show up on large language models (LLMs) such as ChatGPT, Gemini, and Perplexity. Their findings reveal key factors that affect hotel visibility in AI-driven travel searches.
The Current AI Search Landscape for Hotels
Cloudbeds analyzed 145 upscale hotels across global markets, focusing on those already visible on Google and online travel agencies (OTAs) like Tripadvisor, Expedia, and Booking.com. They ran hundreds of automated queries across six destinations including Bangkok, Barcelona, and London to identify why certain hotels appear more frequently in AI search results.
One major insight: branded hotels and those belonging to large groups dominate AI recommendations. Over two-thirds of the hotels suggested by AI are branded properties. OTAs also play a significant role, accounting for 55.3% of sources cited by AI. Tripadvisor, Expedia, and Booking.com—already partnered with AI platforms—are particularly influential.
What Boosts AI Visibility?
- Strong Reputation: Hotels appearing in AI results consistently have excellent guest ratings and a high volume of reviews.
- Broad Digital Presence: Almost all recommended hotels show up on YouTube (98%), travel blogs (97%), and Reddit (95%). AI values this wide online footprint as an indicator of trustworthiness.
- Brand Consistency: Properties with consistent branding and reliable information perform better in AI results.
The research suggests that AI models rely heavily on the quality and context of the information they access. The more accurate and detailed a hotel’s online content, the more likely it is to appear reliably in answers. This is similar to the early days of search engine optimization (SEO), where understanding what users want and how search engines interpret content was key.
Variations and Challenges in AI Recommendations
Despite some differences, the three major LLMs studied function similarly in surfacing hotel information. Variability often comes from how platforms like Google blend AI with other tools such as maps. Small changes in how queries are phrased can lead to different results, keeping the AI recommendation process somewhat unpredictable at this stage.
Expanding Your Hotel’s Digital Footprint
To improve visibility on AI platforms, hotels need to expand beyond basic property information. This includes adding details about local attractions, shopping, and transportation options. Creating a rich, content-filled knowledge base allows AI to better understand what the hotel offers and its context within the destination.
Cloudbeds is exploring ways to help hotels build this knowledge base and hopes to offer tools that enable hotels to control their information directly, reducing reliance on intermediaries.
New industry solutions are also emerging. For example, Lighthouse recently launched Connect AI, a platform that helps hotels bridge the gap with AI search engines. It uses a Model Context Protocol to provide real-time rates, availability, and booking capabilities through AI agents, improving both discovery and direct booking potential.
Practical Steps for Hotels to Improve AI Visibility
- Develop a strategic OTA portfolio, including niche and regional players.
- Maintain accurate, detailed websites capable of handling conversational queries.
- Prioritize reputation management by encouraging and responding to guest reviews.
- Boost your digital presence through storytelling on platforms like YouTube, Instagram, and Reddit.
Embrace Authenticity and Storytelling
Hotels often hesitate because AI feels new and uncertain. However, leaning into what makes your property unique—its stories, guest experiences, and local connections—can pay off. AI-driven search rewards authenticity much like traditional SEO did.
Creating diverse content might seem like extra work, but building a rich digital footprint is crucial. It not only improves AI visibility but also helps hotels connect more genuinely with potential guests.
Looking Ahead
Cloudbeds plans to use these insights to develop new tools that integrate user-generated reviews and other trust signals. Increasing efficiency in guest acquisition through AI is becoming a priority, as traditional marketing costs remain high.
Ultimately, AI offers hotels an opportunity to improve how they are found and how they match with travelers’ specific needs. This could lead to better guest experiences and streamlined property operations.
For hospitality professionals interested in enhancing their understanding of AI and its applications, exploring specialized training can be a valuable step. Resources such as Complete AI Training’s latest courses offer practical knowledge geared toward industry needs.
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