It hardly appears attainable, however there was a time earlier than engines like google. After which the 90s got here alongside and the likes of Yahoo! Search, Ask Jeeves and Google sprang into motion. They revolutionized how we use the web and created an entire new headache for entrepreneurs all around the world: how one can beat the algorithm.
Quick ahead 30 years and all of this sounds very acquainted. Now, it’s AI instruments which are remodeling experiences throughout each business, and journey and hospitality are not any exception.
Make no mistake, this can be a beneficial new reserving channel. Semrush recorded a 300% increase in website referrals from ChatGPT. In the meantime, 30% of travelers say they’re probably to make use of AI to assist with their journey planning this 12 months. Instruments like ChatGPT now embrace direct hyperlinks to your resort web site, making it tremendous simple for customers to make a reservation.
So, how can hoteliers optimize their on-line presence to seem on the high of ChatGPT searches?
How do visitors use AI instruments to analysis inns?
First, let’s discover some context. Generative AI instruments (ChatGPT, Claude, DeepSeek et al) play a rising function in journey planning. Vacationers can simply streamline their lodging search, receiving customized suggestions instantly.
Google is nice for monitoring the newest room costs for particular places. ‘Greatest inns in Amsterdam’ offers you a choice of top-rated properties and their dwell costs. However a software like ChatGPT can get far more particular. ‘Greatest 4* or larger pet-friendly inns in Amsterdam that overlook a canal’ returns the next consequence:
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.
1. 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.
2. 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.
3. 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 may additionally harness AI), and in addition:
- Encourage visitors to depart optimistic evaluations on Google, TripAdvisor and OTAs – listed here are the five best reputation management strategies.
- Reply to evaluations (each optimistic and unfavorable) to construct belief and engagement.
- Interact with and share user-generated content material on social media and your web site to reinforce credibility.
4. Preserve constant and correct info
AI fashions prioritize dependable and constant information. They won’t but present dwell info like room charges and stock, however it’s solely a matter of time.
- Guarantee your resort’s title, deal with, telephone quantity and facilities are correct throughout all platforms.
- Commonly replace room charges, insurance policies and choices in your web site and reserving platform – an AI-driven revenue management tool is invaluable.
- Keep away from outdated content material that might lead AI instruments to deprioritize your property.
5. Make use of search engine optimization finest practices
Whereas AI instruments operate in a different way to conventional engines like google, SEO (search engine optimization) nonetheless performs a job in visibility.
- Implement structured information (a set of tags that assist engines like google perceive the content material of an online web page) to assist AI perceive your content material higher.
- Use clear headings, bullet factors and well-structured textual content to make info simple to course of.
- Guarantee your web site is mobile-friendly and hundreds shortly. Check out our SEO guide for hotels.
6.Construct model authority by way of content material and partnerships
Simply as your model’s search engine optimization authority is boosted by hyperlinks from respected web sites, AI fashions additionally consider authoritative sources.
- Publish articles, blogs and social posts associated to journey and hospitality developments.
- Companion with native tourism boards and influencers to achieve mentions on credible websites.
- Get featured in digital journey publications and business information shops.
7. Keep up to date on AI developments
Given the pace at which generative AI arrived on the scene, it received’t shock you to be taught that AI fashions evolve shortly. Staying knowledgeable is vital.
- Monitor AI-driven search developments and regulate your content material accordingly.
- Experiment with AI instruments your self to see how your resort is represented and make enhancements the place wanted.
- Work with digital advertising and marketing consultants who perceive AI-driven search optimization.
Conclusion
Don’t ignore generative AI searches. 84% of survey respondents have been glad or very glad with the standard of generative AI’s suggestions for journey planning. By proactively optimizing your resort’s on-line presence, you enhance the chance of rating properly when potential visitors use AI instruments to plan their journeys. Hoteliers that act now can have an early aggressive benefit.
It’s additionally value remembering that AI instruments are generative. They construct on questions and solutions you could have already enter. If you wish to get a real reflection of how your resort seems in ChatGPT outcomes, it’s finest to test in incognito mode so it doesn’t use earlier searches to bias the output.
About Mews
Mews is the main platform for the brand new period of hospitality. Powering over 5,500 prospects throughout greater than 85 international locations, Mews Hospitality Cloud is designed to streamline operations for contemporary hoteliers, remodel the visitor expertise and create extra worthwhile companies. Clients embrace BWH Motels, Strawberry, The Social Hub and Airelles Assortment. Mews was named Greatest PMS (2024, 2025) and listed among the many Greatest Locations to Work in Resort Tech (2021, 2022, 2024, 2025) by Resort Tech Report, and received the Tech Hero 2024 Award at CIODAY. Mews has raised $335 million from traders together with Goldman Sachs Options, Kinnevik and Notion to rework hospitality.