I’m excited for independent hotels right now…
And honestly, a little concerned for brand hotels.
Here’s why:
Brand hotels rely almost entirely on their corporate websites for visibility.
The problem?
Most brand sites aren’t built for how guests discover hotels today:
– Little (if any) local content
– No guest-focused storytelling
– No helpful FAQs, insider tips, or reasons to pick that specific hotel over the one next door
AI discovery tools like ChatGPT and Google AI Overviews aren’t pulling from booking engines or loyalty program pages.
They’re pulling from:
✔️ Your website loaded with value-rich content
✔️ Your Google Business Profile
✔️ Your guest reviews and responses
Am I ever glad for one of my brand hotel clients that we built a content-rich vanity site years ago.
That decision is paying off now as AI discovery becomes part a key element of the guest booking journey.
Which means:
👉 Independent hotels with rich, guest-focused, crawlable content?
You have a massive visibility edge right now.
👉 Brand hotels with thin, corporate-controlled listings?
Big changes are coming your way.
I shared the full breakdown this morning in the Bookings Boost.
DM me and I’ll send it your way.
