LLM and AI: hotel visibility in AI assistants
Guests increasingly skip Google and ask an AI assistant for a recommended hotel. We make sure ChatGPT, Gemini and Perplexity have up-to-date data about your property and recommend it in their answers.
For whom
Hotels that want to be present where guests plan trips in conversation with AI.
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Why the hotel needs it
More and more guests plan a stay in a conversation with AI, not in a search engine
Instead of browsing ten pages, a guest asks ChatGPT or Gemini: "Plan me a weekend in Zakopane with two kids, a hotel with a pool, close to Krupowki, up to 800 PLN per night". The assistant replies with a list of three or four hotels and a justification. If your hotel is not on it, the guest will never even learn it exists. GEO (Generative Engine Optimization) and LLM work mean making sure language models know the hotel, have correct data about it and have a reason to recommend it.
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How a model knows about the hotel
Language models build their picture of a property from many sources: the hotel website, Google Business Profile, reviews, directories, articles and maps. Example: if the website says "pool", a directory says "no pool" and reviews say "pool closed", the model either skips the hotel or gives wrong information. We tidy up these sources so they speak with one voice.
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How a model chooses whom to recommend
Example question: "hotel in Gdansk with a good breakfast and a sea view for a couple". The assistant looks for content that directly answers such a question: concrete descriptions of rooms with a view, breakfast information, reviews mentioning a romantic trip. We write pages and articles in exactly that form so they are citable.
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What the guest sees in the answer
Example ChatGPT answer: "Hotel X, 4 stars, 200 m from the beach, sea-view rooms, breakfast praised in reviews, from 650 PLN per night, link to the website". Each of these elements comes from some source. We make sure all of them are current and that the link leads to the hotel website, not to a portal.
Example
A mountain spa hotel, 3 months of work on AI visibility
Before
- For "spa hotel in Karpacz for a couple" AI assistants list 4 competitor hotels
- ChatGPT gives outdated information about a closed sauna area
- No structured data and no llms.txt on the hotel website
After
- The hotel appears in answers to 7 of 10 test questions about spa in the region
- Assistants correctly describe the sauna area, packages and starting price
- A new channel shows up in analytics: visits from ChatGPT and Perplexity, converting better than social media
Where a position is worth having
5 AI assistants where a hotel should be visible
These are the ones guests use most often when planning a trip. We check and improve the hotel presence in each of them.
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ChatGPT
The most popular assistant in the world, trip planning and hotel comparison in conversation.
- 02
Google Gemini
Built into Google Search, Maps and Android, uses Business Profile data.
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Perplexity
An AI search engine that cites sources and readily links straight to the hotel website.
- 04
Claude
The Anthropic assistant, popular in companies and for planning business trips.
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Meta AI
Available in WhatsApp, Instagram and Messenger, where guests chat every day.
AI assistant answers change and cannot be guaranteed. We measure them on a fixed list of questions to see the trend.
Scope
What exactly we do
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Data that models understand
Structured data (schema.org), an llms.txt file, consistent hotel information in directories, on maps and in reviews. Models build their picture of a hotel from many sources, so they must agree.
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Content that answers questions
We write pages and articles in the form AI assistants cite: concrete answers to questions about location, amenities, families with kids, pets, parking, spa.
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Monitoring AI answers
We regularly check whether and how assistants describe the hotel for selected queries and fix what is outdated or missing.
Results
What the hotel gains
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The hotel appears in AI assistant answers to questions about accommodation in the area
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Correct property information in ChatGPT, Gemini and Perplexity
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A new guest acquisition channel that competitors barely use yet
Questions
Frequently asked questions
- Can you "rank" in ChatGPT?
- There is no guarantee like in advertising, but you can increase the chance of a recommendation: consistent data, citable content and presence in the sources models use.
- How is this different from SEO?
- SEO targets link rankings in Google. Here the goal is for a language model to know the hotel, describe it correctly and recommend it in conversation. The work overlaps partly, but we measure it differently.
- How do you measure results?
- With a list of test queries for which we check assistant answers, and with traffic from AI assistants in the website analytics.
- Which AI assistants do you monitor?
- By default ChatGPT, Gemini, Perplexity and Copilot. We agree the list of test questions together, usually 10 to 20 queries about accommodation in the region and the type of stay.
- Do we need our own website, or is a Booking profile enough?
- Your own website is necessary. Models cite sources, and the hotel website is the only place whose content you fully control.
- Does this replace SEO?
- No, it complements it. Most of the work uses the same foundations (data, content, Business Profile), which is why we usually combine LLM and AI with the SEO and GEO package.
- How quickly do changes show in assistant answers?
- Live-search data (Perplexity, ChatGPT with browsing) reacts within weeks. Knowledge built into the models updates more slowly, so we measure the trend over months.
Contact
Ask about this service
Tell us a few words about the hotel and your goal. We will come back with a short diagnosis and a proposed scope.
LLM and AI: hotel visibility in AI assistants
Other services
See also
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SEO and GEO for hotels
Hotels that want to rely less on OTAs and grow the share of bookings from their own website.
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Ads in ChatGPT
Hotels that want to test a new channel early, before the competition does.
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Hotel websites
Hotels whose website does not sell: slow, outdated, or sending guests straight to Booking.com.
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AI automations for hotels
Hotels where reception and the office are drowning in emails, quote requests and manual copying of data between systems.