First, let’s explore some context. Generative AI tools (ChatGPT, Claude, DeepSeek et al) play a growing role in travel planning.
NB: This is an article from Mews
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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.
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.
