In our first article on AI search for hotels, we explored how tools like Google’s AI Overview, ChatGPT and Perplexity are reshaping the way travellers discover and choose hotels. What we found was striking: these engines aren’t just pulling information from your website - they’re leaning heavily on third-party sources such as OTAs, travel media, and guest reviews.
For hoteliers, this means your property’s visibility in AI search isn’t dictated by your own digital strategy alone. It’s shaped by how widely and credibly your hotel is represented across the online ecosystem. This follow-up dives into where AI is drawing its answers from and what practical steps you can take to ensure you’re part of the story.
The sources that matter most
Our research into AI-generated answers for terms like “best hotels in the Cotswolds” and “top 5-star hotels in London” revealed a clear pattern: some sources dominate. Wikipedia was cited in 63% of results, The Telegraph in 28%, and other outlets like Luxury London (23%), Country Life (18%) and Mr & Mrs Smith (18%) also featured heavily. Review sites such as TripAdvisor and Michelin Guides appeared around 15% of the time.
And the hotel’s own website? Typically 10% or less of AI mentions.
This makes the challenge plain: if your property isn’t appearing in these trusted third-party spaces, AI may well “forget” you exist.
Why digital PR is critical
AI engines take their cues from what respected voices say. A feature in Condé Nast Traveler, a mention in The Independent, or inclusion in a “best hotels” list all act as signals that your hotel is noteworthy. The more often your property appears across these outlets, the more likely AI is to recommend it. For luxury hotels, a steady drumbeat of credible PR isn’t just good marketing - it’s fast becoming an AI visibility strategy.
The role of OTAs and aggregators
We know commission fees can make hoteliers wary of OTAs. But in the world of AI search, they matter. Aggregator lists from Booking.com or Expedia are frequently scraped and surfaced directly in AI-generated results. If your listing isn’t up to scratch - or if competitors are consistently appearing in OTA “best of” roundups - you risk being sidelined. Seen this way, OTAs aren’t just distribution channels; they’re visibility platforms for the AI age.
Experience-led searches are rising
Another important shift is in how travellers phrase their queries. AI search is increasingly experience-driven: people ask for “romantic luxury hotels in the Cotswolds with spas” or “eco-friendly five-star hotels in Wales”. If your hotel offers these features but they aren’t clearly visible in your copy or reviews, AI may not connect the dots. The more specific you are about your property’s unique qualities, the more chance you have of appearing in these tailored recommendations.
Reviews as reputation signals
Guest reviews are more than feedback - they’re fuel for AI sentiment analysis. Engines weigh not only the volume and tone of reviews but also how hotels respond to them. A steady stream of thoughtful replies suggests consistent service standards, which in turn bolsters your reputation in the eyes of both guests and algorithms. Regular audits of your review presence across Google, TripAdvisor and niche sites can help ensure you’re being fairly represented.
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