AI tools like ChatGPT and Perplexity are quickly becoming the go-to travel assistants for millions of users. When someone asks, “Where should I stay in York for a romantic weekend?”, AI tools scan trusted sources and structured content to make suggestions.
If your hotel isn’t being mentioned, it might as well not exist.
This guide shows how hoteliers can position themselves to be discoverable and trusted in the AI-driven travel landscape.
1. Build a Smart, Search-Friendly Website
Think of your website as your hotel’s digital concierge. AI tools rely heavily on the content they find on your website—so it needs to be both informative and clearly structured.
Make sure to:
- Use headings (H1, H2, etc.) and clear page structures
- Include dedicated pages or sections for key details: location, room types, pricing, amenities, accessibility, dining, etc.
- Optimise your site for mobile and ensure fast load times
- Use common search terms that travellers are likely to use (e.g. “dog-friendly hotel near Lake Windermere”)
Example:The Pig Hotel chain does this well—each property has a well-structured site with rich descriptions, photos, and local tips, making it easier for AI to identify and recommend them.
2. Implement Schema Markup (Structured Data)
Schema markup is behind-the-scenes code that helps search engines and AI tools better understand your content. For hotels, this means tagging important information like star ratings, check-in times, amenities, and reviews.
Use schema.org/Hotel to tag:
- Address and contact information
- Amenities (Wi-Fi, spa, parking, etc.)
- Check-in/check-out times
- Guest reviews and ratings
- Booking links or call-to-action buttons
Why it matters: Perplexity and ChatGPT increasingly reference data that’s structured and machine-readable—schema helps you become part of that ecosystem.
3. Be Present on High-Authority Travel Platforms
AI tools pull answers from platforms they trust. If your hotel isn’t listed (or is inconsistently listed), it’s less likely to show up in AI responses.
Key platforms to focus on:
- Google Business Profile
- Booking.com
- TripAdvisor
- Expedia
- Yelp (particularly in the US)
- Local tourism boards and destination directories
4. Encourage and Manage Reviews Strategically
Reviews not only influence human guests—they influence AI. Language models frequently pull review data to evaluate trust and relevance.
To do:
- Encourage guests to leave reviews after their stay (ideally across multiple platforms)
- Respond professionally to both positive and negative feedback
- Highlight strong reviews in your own marketing (e.g. “As seen on TripAdvisor”)
Why it helps: AI tools often cite or summarise reviews to support recommendations, especially when a query involves quality, cleanliness, or guest experience.
5. Publish Helpful, Evergreen Local Content
Travel-planning AIs look for authoritative content to recommend. By publishing valuable articles, you position your hotel as a local expert—not just accommodation.
Ideas to try:
- “Top 10 Family Activities Near Our Hotel in Bath”
- “What to Pack for a Weekend in the Scottish Highlands”
- “Where to Eat Near Our Hotel in Bristol (Staff Picks!)”
Tip: Naturally link back to your hotel in these articles, and include practical details like how long it takes to walk to attractions or where to park.
Why it works: These blog posts can be cited directly by AI tools in response to user questions.
6. Answer the Questions Guests Are Asking
People often speak to AI tools in full sentences. Your content should anticipate and answer those queries in a natural, readable format.
Add a detailed FAQ section that includes:
- “Is breakfast included?”
- “Do you offer free parking?”
- “Can I bring my dog?”
- “Is your hotel wheelchair accessible?”
Keep answers brief, clear, and conversational. Update FAQs regularly based on real questions you get from guests.
7. Monitor Your AI Presence and Make Adjustments
AI tools like ChatGPT or Perplexity don’t show you traffic data like Google Analytics—but you can manually test how you’re showing up.
Try this:
- Ask ChatGPT: “What are the best boutique hotels in Edinburgh with a view?”
- Look at what sources are being cited and how your hotel is described
- If you’re missing or misrepresented, update your site or fix it on the original platform (like TripAdvisor or Google)
You can also ask tools like Perplexity: “Where is [Hotel Name] located?” to see how up-to-date their answers are.
Be Present, Be Clear, Be Credible
AI travel assistants are not replacing traditional search—they’re transforming it. If your hotel is:
- Well-structured and informative online
- Visible on trusted travel sites
- Reviewed and well-rated
- Answering the kinds of questions travellers actually ask
…you’re far more likely to show up in that AI-generated shortlist of “best places to stay.”