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How to Keep Your Hotel Visible in the Age of AI Travel Planning

  • Writer: Anu Metsallik
    Anu Metsallik
  • Jun 30
  • 5 min read

AI isn’t the future of travel — it’s already transforming how guests search, evaluate, and book hotels. If your property isn’t showing up in this AI-powered travel landscape, you’re not just missing out — you’re invisible.


70% of U.S. travelers use tools like ChatGPT to plan their trips
70% of U.S. travelers use tools like ChatGPT to plan their trips

Travelers Use AI to Book Hotels


Nearly 70% of U.S. travelers now use tools like ChatGPT, Microsoft Copilot, and Google Gemini to plan their trips. They don’t scroll endlessly through booking engines. They ask:

“What are the best boutique hotels in Rome with a rooftop view?”


And AI answers with 3–5 personalized hotel recommendations — not a list of 50. Your hotel is no longer competing against every property in your city. You're competing to be one of those top few suggestions.


If your hotel has outdated photos, vague content, slow load times, or weak reviews, AI tools won't recommend you. And that means lost bookings.



How AI Chooses Which Hotels to Recommend


Tools like ChatGPT and Gemini pull from everything they can find online about your property: your website, guest reviews, third-party listings, social media, and even metadata.


  • Online reviews that mention real experiences: AI looks for patterns — not just star ratings, but what guests say: "quiet rooms", "quick check-in", "great breakfast buffet". These keyword-rich guest experiences help your hotel stand out.


  • Descriptions focused on guest benefits: Don’t just say what you offer. Say how it helps. Instead of: “24h front desk, free Wi-Fi, private balcony.” Try: “Arrive any time and always be welcomed. Stream your favorite shows with fast Wi-Fi. Relax on your own balcony with a morning coffee."


  • Fast, mobile-optimized website: AI favours websites that load quickly and display properly on mobile. So do guests. Over 60% of hotel searches now happen on mobile.


  • Clean SEO and metadata: Use alt tags on images, location-specific keywords, clear page titles. These help both search engines and AI know exactly what your hotel offers.


  • Active social proof: Instagram, TikTok, and tagged guest content build trust. AI systems use this as social validation. A hotel that shows up in guest stories and local guides appears more trustworthy and discoverable.



Don’t Just Promote Rooms — Promote Experiences


If your hotel has something special — a wine cellar, sunset terrace, or art-themed rooms — make that part of your discoverability strategy. AI doesn’t only answer "Where should I stay?" It also answers:

"Where can I take a cooking class in Tuscany?"

"Best hotel rooftops in Athens"

"Hotels with wine tastings in Napa"


If your property offers these — but doesn’t promote them clearly — you're missing traffic and bookings. We recommend to build SEO-friendly pages for each experience:


  • Hotel restaurants can use long-tail keywords like "romantic dinner in [city]" or "best hotel breakfast in [region]".

  • Rooftop bars & terraces can focus on "rooftop cocktails", "sunset terrace" or "city view dining".

  • Wine cellars, spas, or retreats should include rich media, event details, guest quotes, and booking options.

  • Promote local experiences like photography tours, bike rentals, local hikes, or seasonal events — and create individual landing pages or blog content around each.


These are new doorways into your hotel — especially for travellers searching for something beyond just a place to sleep.


👉 Need help writing optimized service descriptions or turning guest reviews into SEO-friendly content? Try HotelBuddy Lite — a digital upsell solution made for independent hotels that want to grow revenue and increase their presence online with a digital room directory and webshop.


HotelBuddy's digital guest directory and webshop makes all your services visible and accessible online
HotelBuddy's digital guest directory and webshop makes all your services visible and accessible online

What Else Do Today’s Travellers Expect?


Once they find your hotel, your digital experience must convert interest into bookings. That means:


  • A seamless, mobile booking process: Don’t make users pinch-zoom or switch tabs. A clean, mobile-friendly booking engine is non-negotiable.


  • Transparent, all-in pricing: Avoid hidden resort fees or unclear taxes. Show total pricing upfront — it builds trust and reduces abandoned bookings.


  • Mobile guest services: Guests now expect the ability to check in online, use mobile keys, message the front desk, and book extras from their phone.


  • Smart personalization: Use past data or booking behavior to offer upgrades, spa packages, or local guides that match the guest’s interests.



7 Steps to Boost Hotel Visibility in AI Search Results


  1. Google your own hotel: Check your listings, reviews, photos, and metadata. What would a guest see?


  2. Fix your content: Make sure all descriptions focus on benefits. Update copy across your site and OTA listings.


  3. Optimize speed and mobile layout: Use Google PageSpeed Insights and Mobile-Friendly Test tools. A slow site = fewer bookings.


  4. Create content around experiences: Highlight your cooking classes, spa, restaurant, or local partnerships. Use search-friendly headers and include booking options.


  5. Leverage guest content and UGC: Repost tagged stories. Share review quotes. Use guest photos in email campaigns. Real content = real trust.


  6. Test your booking journey: Try booking on your own site from your phone. Is it fast, clear, and easy?


  7. Use ChatGPT as a visibility test: Ask: “What are the best hotels near [location] with a rooftop bar?”“Where can I do wine tastings in [your destination]?” Does your hotel show up? If not – Are your descriptions too vague?– Are your experiences even visible online? If ChatGPT can’t find you, a guest won’t either.



Bonus Tips to Stay Competitive in AI-Driven Search


  • Keep your Google Business Profile up to date: Ensure your hotel hours, photos, descriptions, and attributes are current — it’s often the first place AI tools look.


  • Use local landmarks in your content: Mention nearby attractions, transit stations, or major venues. Guests often search for “hotels near [landmark].”


  • Align with seasonal search trends: Create content or pages for major events or seasonal travel: “Christmas market hotels in Vienna” or “hotels near Oktoberfest with breakfast.”


  • Add FAQs to your website: AI pulls from Q&A formats. Address real traveler questions clearly on your site.


  • Implement structured data markup: Use schema.org markup for hotels, events, reviews, and FAQs. This improves your chance of being understood — and recommended — by AI.



In 2025, Visibility Is Essential — Not Optional


You don’t need to be the biggest hotel in your destination. But you do need to be discoverable at the very moment someone is searching. Visibility now means more than having a good website. It means being present across multiple platforms, keeping every detail accurate and updated, actively managing and responding to reviews. Tell your story in a way that helps both guests and AI understand who you are.


👉 Need help writing optimized service descriptions or turning guest reviews into SEO-friendly content? Let’s talk. HotelBuddy's digital guest directory and webshop makes all your services visible and accessible online — from spa bookings to dining reservations and local experiences. It's one more way to ensure you're always easy to find, book, and remember.



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