5 Principles for Hotels to Appear in AI Recommendations

The advent of AI search is transforming how travelers find and book hotels. Instead of browsing through numerous links, guests now expect AI platforms like ChatGPT, Gemini, or Perplexity to provide a single trusted answer. Hotel operators must ensure their properties are included in these answers to maintain visibility, secure more direct bookings, and stay ahead in the competitive distribution landscape.

AI is evolving rapidly, with each platform having its own unique features. Fortunately, adapting to these changes does not require a PhD or extensive SEO experience. There are clear, simple, and common-sense practices that can be implemented today to optimize discoverability in AI search results.

It is important to distinguish between search and booking. Before a booking can occur, a hotel must first be discovered. While AI platforms operate under complex mechanisms, they do not all adhere to the same rules. Despite the fast-paced changes in the AI world, some fundamental practices remain constant and can be applied immediately.

Airops analyzed 6,700 high-intent pages from 50 major SaaS brands to determine which are cited by AI platforms like ChatGPT and Perplexity. The findings revealed that top performers achieved 4-5 times more citations by consistently following certain practices. Many brands fail to implement these practices, resulting in lower visibility in AI search results.

Hotel content should be viewed as a dynamic entity that requires regular updates, structured information, and trust-based reviews. This approach maximizes visibility when AI agents act as discerning travel agents, filtering and ranking options for guests.

Technical optimization, on-site content optimization, and enhancing off-site presence are crucial. Hotels should be present in Google's hotel ecosystem and listed on all major OTAs to prepare for various scenarios. Ensuring that the direct booking process is navigable by AI agents is also essential.