AI isn’t just the future of travel, it’s already here, quietly shaping millions of travel plans each day.
From chat-based trip planners like ChatGPT and Google Bard to AI-powered recommendations on online travel agents (OTAs) and search engines, today’s guest journey is very different from even two years ago.
And here’s the question hoteliers must ask:
When AI builds a list of “best places to stay”… is your hotel on that list?
A real trend you can’t ignore
Recent surveys show a rising number of travellers, especially younger, tech-savvy guests trust AI-curated itineraries and suggestions when choosing where to stay, what to do, and even where to dine. This shift changes how hotels are discovered: instead of traditional keyword searches like “hotel in Bangkok,” travellers now ask AI,
“What’s the best boutique hotel in Bangkok near nightlife?”
Meet the AI-influenced traveller
These are guests who:
- Plan on shorter notice.
- Trust AI for trip inspiration, planning, and recommendations.
- Compare suggestions from AI tools, then double-check reviews and photos.
- Value unique experiences and authentic social proof over just price.
Their booking journey is more conversational: asking AI for recommendations → browsing OTA listings → scanning social media & guest reviews → (sometimes) visiting your website before booking.
How AI decides which hotels to recommend
AI tools don’t “search” the way humans do. Instead, they draw data from:
- OTA listings and booking platforms.
- Your own brand website.
- Google Business and TripAdvisor.
- Guest reviews and responses.
- Social media content, photos and mentions.
They look for:
- Fresh, detailed, and complete information.
- Distinctive narratives and unique selling points.
- Strong reputation (recent, positive reviews).
- Consistent presence across multiple trusted platforms.
If your digital footprint is thin, generic, or outdated — AI has little reason to recommend your property.
Want to level up your content and storytelling? Check out our blog on Social Media Marketing for Hotels for more practical tips to boost your hotel’s online presence.
Practical tips to stay visible in AI-driven travel searches
The way guests discover hotels is evolving fast. Instead of scrolling through dozens of listings, travellers now ask AI tools very specific, conversational questions and AI picks recommendations based on what it can “see” about your property across the internet.
Here’s how to make sure your hotel stays visible and gets recommended:
1) Craft unique narratives & highlight experiences
Don’t just say “modern hotel in KL.” Tell your story: what makes your hotel special? Rooftop yoga classes, farm-to-table dining, pet‑friendly rooms, or a heritage-inspired design? AI loves distinctive details because they match the unique prompts travellers use.
2) Use professional images & videos
High‑quality visuals don’t just attract human guests, they also help AI understand what your property offers. Include shots of rooms, amenities, dining spaces, and even your team in action. Videos showing guest experiences, events or room tours can add another layer of authenticity.
3) Reply to reviews
AI tools weigh recent, positive reviews more heavily when making recommendations. Respond to guest feedback (both good and bad) to show engagement, and make it easy for happy guests to leave fresh reviews.
4) Keep your direct website clear, competitive & up to date
AI sometimes directs travellers straight to hotel websites but only if they’re up-to-date, mobile-friendly, and easy to navigate. Make sure your site highlights your unique selling points, shows real-time rates and availability, and makes booking seamless.
5) Optimise content for conversational search
Travellers now ask AI tools detailed questions, like “best beachfront boutique hotel in Seminyak with vegan breakfast.” Use natural language and experience-based keywords in your website copy and OTA listings to match these queries.
6) Stay present where AI pulls data
Maintain updated and consistent listings on Google Business, major OTAs, TripAdvisor, and niche travel platforms. AI cross-references data — consistency across channels builds trust in your property’s credibility.
Why this matters now, not later
AI isn’t a distant trend, it’s already shaping your next guest’s choices. Travellers aren’t just comparing rates; they’re trusting AI to shortlist hotels based on reviews, unique experiences, and consistent branding.
Your digital strategy now markets to both people and the algorithms helping them decide.
Final thought
AI is quietly changing the guest journey, from inspiration to booking. By telling a clear story, investing in quality content, and staying active online, you make sure your hotel isn’t just another listing… it’s the one AI is most likely to recommend.
Don’t get left out — get seen. Stay relevant. Make AI your silent brand ambassador.
