New tool gives hotels direct visibility into how they appear across generative AI platforms such as ChatGPT and Gemini, with recommendations to improve discoverability
Vancouver, Canada, 23 March 2026 – Operto today announces the launch of its GEO Consultant, the hotel industry’s first free AI visibility tool designed to help hotels understand how their properties appear in generative AI platforms.
Until now, hotels looking to understand how they appear in AI-driven travel recommendations have relied on general marketing tools or specialist consulting services. While independent GEO tools exist, they are largely industry-agnostic and not designed specifically for hotel properties, limiting their ability to reflect how hotels are actually discovered across AI platforms.
Operto’s GEO Consultant aims to close that gap by giving hotels a direct, independent way to assess how they are represented in AI-generated travel recommendations and where opportunities to improve discoverability exist.
Unlike general GEO tools, GEO Consultant is built specifically for hotel properties. It evaluates how hotels appear in AI-driven travel search using real prompts and highlights whether visibility is driven by the hotel’s own website or third-party intermediaries such as OTAs.
Hotels can run a visibility scan by entering their website and defining the prompts they want their property to be discovered for. Within minutes, the system generates insights, including a visibility indicator, a GEO score, and practical recommendations to improve performance.
The tool goes beyond visibility by providing clear, actionable recommendations, enabling hotels to strengthen how they are represented in AI-driven travel discovery and integrate this emerging channel into their broader marketing strategy.
Hotels can run a scan by entering their website and defining the prompts they want their property to be discovered for. Within minutes, the system generates insights, including a visibility indicator, a GEO score, and clear, actionable steps to improve performance.
As conversational AI becomes an increasingly important part of how travelers research and compare accommodation, a new layer of travel discovery is emerging, yet most hotels still lack a clear way to monitor or influence how they appear in these responses.
The GEO Consultant forms part of the Distribution AI team within Operto ONE, Operto’s coordinated AI workforce built for independent hotels. The Distribution AI team focuses on helping hotels understand how they appear online, protect their brand, and drive more direct bookings.
Tim Major, CEO of Operto, said: “Hotels are already showing up in AI-generated travel recommendations, but most have no idea what’s being said about them or what’s driving those results. That’s a problem because this is quickly becoming a new layer of distribution. Operto’s GEO Consultant gives hotels a way to see that for themselves, understand what’s driving their visibility, and take action with clear recommendations to improve how they’re represented.”
For more information, visit www.operto.com/operto-one.
