How Hotels Can Win the AI Search Game

The Rise of AI in Travel Planning
Gone are the days when travelers solely relied on Google to find their perfect hotel. AI-powered search tools like ChatGPT, Claude, and DeepSeek are now reshaping the way people plan trips, offering instant, tailored recommendations based on detailed, natural-language queries.

This shift is already proving significant—ChatGPT referrals to websites have surged by 300%, and 30% of travelers plan to use AI for trip planning this year. Hoteliers who fail to adapt risk losing visibility in this evolving landscape.

How AI is Changing Hotel Search
Instead of a long list of blue links, AI-driven searches deliver personalized results in seconds. A traveler asking, “What’s the best boutique hotel in Barcelona with a rooftop bar and dog-friendly rooms?” gets an immediate, curated response instead of sifting through multiple websites.

Some AI users even go beyond hotel searches, generating entire travel itineraries—choosing flights, accommodations, activities, and restaurants in a single seamless interaction. AI has essentially become a digital travel agent with endless knowledge at its fingertips.

Understanding AI’s Approach to Rankings
Unlike traditional search engines, which rank results based on keywords and authority, AI tools analyze vast amounts of data, prioritizing credibility, clarity, and conversational relevance. While the specifics of AI ranking algorithms remain uncertain, one thing is clear: hotels must optimize their online presence to stay competitive.

Steps to Improve Your Hotel’s AI Search Visibility
The good news? You don’t have to start from scratch. Here’s how to position your hotel for success in the AI search era.

1. Make Sure AI Can Find You
AI gathers information from multiple sources, including hotel websites, travel platforms, and review sites. Ensure your property is easy to discover by:

• Keeping your website updated with detailed, structured content.
• Listing on key OTAs like Booking.com, Expedia, and Google Hotels.
• Strengthening your presence on high-impact platforms like TripAdvisor and Google Business Profile.

2. Optimize for Conversational Search
AI tools process language in a natural way. To ensure your hotel appears in AI-generated responses:

• Add an FAQ section that answers real guest questions in a conversational tone.
• Use long-tail keywords and natural phrases that match how travelers search.
• Craft engaging, easy-to-read descriptions of your amenities and unique offerings.

3. Boost Your Credibility with Guest Reviews
AI tools value user-generated content and social proof. Strengthen your reputation by:

• Encouraging guests to leave reviews on Google, TripAdvisor, and OTAs.
• Responding to all feedback (positive and negative) to show engagement.
• Highlighting guest photos and experiences on social media and your website.

4. Keep Your Hotel Info Accurate Everywhere
AI values reliability, so ensure consistency across platforms:

• Double-check your hotel’s name, address, and contact details everywhere.
• Regularly update your room rates, policies, and availability.
• Remove outdated content that could cause AI tools to deprioritize your listing.

5. Improve Your AI-Focused SEO Strategy
Even though AI search differs from Google’s ranking system, SEO best practices still apply:

• Implement structured data to help AI understand your content.
• Use clear headings, bullet points, and well-organized text.
• Ensure your website loads quickly and is mobile-friendly.

6. Establish Authority Through Content and Partnerships
AI prioritizes trusted sources when providing answers. Build credibility by:

• Publishing blog posts, articles, and social content on travel trends.
• Collaborating with tourism boards, influencers, and travel publications.
• Securing features in industry news and digital travel outlets.

7. Stay Ahead of AI Trends
AI search is constantly evolving, so keeping up with the latest trends is crucial:

• Regularly monitor AI-driven search developments and adjust your approach.
• Experiment with AI tools to see how your hotel appears in search results.
• Work with marketing professionals who understand AI-based search optimization.

The Future of AI and Hotel Bookings
With 84% of travelers satisfied with AI-generated recommendations, it’s clear that AI-driven search isn’t going anywhere. Hotels that optimize now will not only rank higher in AI-driven queries but will also tap into a growing audience of tech-savvy travelers.

Want an unbiased look at how AI perceives your hotel? Open ChatGPT in incognito mode and search as if you’re a traveler—it’s the best way to see what potential guests see.
The hospitality industry is entering a new era, and AI search is leading the charge. The question is: Will your hotel keep up?

By Mafalda Samwell