It hardly seems possible, but there was a time before search engines. And then the 90s came along and the likes of Yahoo! Search, Ask Jeeves and Google sprang into action. They revolutionized how we use the internet and created a whole new headache for marketers all over the world: how to beat the algorithm.
Fast forward 30 years and all of this sounds very familiar. Now, it’s AI tools that are transforming experiences across every industry, and travel and hospitality are not exempt.
Make no mistake, this is a valuable new booking channel. 30% of travelers say they are likely to use AI to help with their travel planning this year. Tools like ChatGPT now include direct links to your hotel website, making it super easy for users to make a reservation.
So, how can hoteliers optimize their online presence to appear at the top of ChatGPT searches?
How do guests use AI tools to research hotels?
First, let’s explore some context. Generative AI tools (ChatGPT, Claude, DeepSeek et al) play a growing role in travel planning. Travelers can easily streamline their accommodation search, receiving personalized recommendations in an instant.
Google is great for tracking the latest room prices for specific locations. ‘Best hotels in Amsterdam’ will give you a selection of top-rated properties and their live prices. But a tool like ChatGPT can get much more specific. ‘Best 4* or higher pet-friendly hotels in Amsterdam that overlook a canal’ returns the following result:
Users can further refine the results until they quickly find their perfect property. Some travelers now use AI to generate full itineraries, including flights, accommodation, experiences and restaurants. It’s a little like talking to a travel agent who has an encyclopedic knowledge of the industry, but it takes a fraction of the time.
How do generative AI tools work?
Traditional search engines scan and index billions of webpages, retrieving links based on user queries. Results are ranked based on relevance, authority and keywords.
AI models generate synthesized responses (rather than links) in an easily digestible, conversational manner. These responses are based on vast datasets and behavioral patterns, prioritizing relevance, credibility and user-friendly content.
However, just like search engines, the exact workings of AI algorithms remain unknown. In fact, they’re probably changing all the time, which means that any hotelier or marketer should keep half an eye on emerging developments and information.
How to help your hotel rank well on ChatGPT
Despite the many unknowns of ranking in generative AI, there is plenty that we do know. There may be slight differences between tools (for instance, ChatGPT is owned by Microsoft, so likely favors Bing search results above Google), but they mostly follow the same logic rules.
Here’s how you can ensure your hotel ranks well when potential guests turn to AI for accommodation recommendations.
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Strengthen your online presence
AI models pull information from various sources, including websites, reviews and travel platforms. Here’s how to improve your visibility:
- Keep your website up to date with clear, structured and informative content.
- Get your hotel listed on major OTAs (Online Travel Agencies) like Booking.com and Expedia, as well as Google Hotels.
- Engage with platforms that AI tools commonly reference, such as TripAdvisor and Google Business Profile.
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Optimize for conversational queries
Unlike search engines, AI assistants prioritize natural language queries. There are a few steps you can take to align with this:
- Use FAQs on your website that mirror real guest inquiries, for example, ‘What are the best family-friendly hotels in London?’.
- Optimize your content for long-tail keywords and natural phrases; depth and detail help AI serve more specific responses.
- Include detailed descriptions of amenities, services and unique offerings in a way that sounds human and engaging.
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Leverage guest reviews and user-generated content
AI tools consider guest reviews and user-generated content to be strong indicators of credibility. Consider a reputation management tool (which can also harness AI), and also:
- Encourage guests to leave positive reviews on Google, TripAdvisor and OTAs – here are the five best reputation management strategies.
- Respond to reviews (both positive and negative) to build trust and engagement.
- Engage with and share user-generated content on social media and your website to enhance credibility.
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Maintain consistent and accurate information
AI models prioritize reliable and consistent data. They might not yet provide live information like room rates and inventory, but it’s only a matter of time.
- Ensure your hotel’s name, address, phone number and amenities are accurate across all platforms.
- Regularly update room rates, policies and offerings on your website and booking platform – an AI-driven revenue management tool is invaluable.
- Avoid outdated content that could lead AI tools to deprioritize your property.
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Employ SEO best practices
While AI tools function differently to traditional search engines, search engine optimization (SEO) still plays a role in visibility.
- Implement structured data (a set of tags that help search engines understand the content of a web page) to help AI understand your content better.
- Use clear headings, bullet points and well-structured text to make information easy to process.
- Ensure your website is mobile-friendly and loads quickly. Check out our SEO guide for hotels.
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Build brand authority through content and partnerships
Just as your brand’s SEO authority is boosted by links from reputable websites, AI models also factor in authoritative sources.
- Publish articles, blogs and social posts related to travel and hospitality trends.
- Partner with local tourism boards and influencers to gain mentions on credible sites.
- Get featured in digital travel publications and industry news outlets.
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Stay updated on AI trends
Given the speed at which generative AI arrived on the scene, it won’t surprise you to learn that AI models evolve quickly. Staying informed is key.
- Monitor AI-driven search trends and adjust your content accordingly.
- Experiment with AI tools yourself to see how your hotel is represented and make improvements where needed.
- Work with digital marketing experts who understand AI-driven search optimization.
Conclusion
Don’t ignore generative AI searches. 84% of survey respondents were satisfied or very satisfied with the quality of generative AI’s recommendations for travel planning. By proactively optimizing your hotel’s online presence, you increase the likelihood of ranking well when potential guests use AI tools to plan their trips. Hoteliers that act now will have an early competitive advantage.
It’s also worth remembering that AI tools are generative. They build on questions and answers you have already input. If you want to get a true reflection of how your hotel appears in ChatGPT results, it’s best to check in incognito mode so it doesn’t use previous searches to bias the output.
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