AI isn’t the future of travel — it’s already here, quietly shaping millions of travel plans every day. From chat-based planners like ChatGPT and Google Bard to AI-powered suggestions on OTAs and search engines, today’s guest journey looks very different from just two years ago.

The question every hotelier needs to ask:
When AI builds a list of “best places to stay”… is your hotel on that list?

The AI Travel Trend You Can’t Ignore

Surveys reveal that more travellers — especially younger, tech-savvy guests — trust AI-curated itineraries when deciding where to stay, what to do, and where to dine.

Instead of searching “hotel in Bangkok,” guests now ask:
“What’s the best boutique hotel in Bangkok near nightlife?”

This shift means that if your hotel isn’t optimised for AI-driven searches, you could be invisible to a growing audience of high-value travellers.

Meet the AI-Influenced Traveller

AI-savvy guests are different. They:

• Plan trips on shorter notice.

• Trust AI for inspiration and recommendations.

• Compare AI suggestions, then double-check reviews and photos.

• Value unique experiences and authentic social proof over just price.

Their booking journey is more conversational:
Ask AI for recommendations → Browse OTA listings → Check social media & reviews → Visit your website (sometimes) → Book.

How AI Chooses Which Hotels to Recommend

Unlike humans, AI doesn’t just “Google” things — it analyses multiple trusted sources to find the best match. This includes:

• OTA listings and booking platforms.

• Your brand website.

• Google Business & TripAdvisor.

• Guest reviews and responses.

• Social media content and mentions.

AI looks for:

• Fresh, detailed, and complete information.

• Distinctive narratives and unique selling points.

• Recent, positive guest reviews.

• Consistency across all platforms.

If your online presence is outdated or generic, AI has little reason to recommend your property.

6 Practical Tips to Stay Visible in AI-Driven Travel Searches

1️⃣ Craft Unique Narratives & Highlight Experiences

Instead of “modern hotel in KL,” say:
“Rooftop yoga at sunrise, farm-to-table dining, pet-friendly suites, and heritage-inspired design in the heart of Kuala Lumpur.”
AI loves details that match specific traveller prompts.

2️⃣ Use Professional Images & Videos

High-quality visuals help both guests and AI understand your offering. Include:

• Room interiors

• Dining experiences

• Amenities & events

• Team interactions
  Videos add authenticity and increase shareability.

3️⃣ Reply to Reviews

AI favours hotels with recent, positive reviews. Respond to feedback (good and bad) and encourage happy guests to leave fresh reviews.

4️⃣ Keep Your Website Clear & Up-to-Date

Ensure your site is mobile-friendly, easy to navigate, and includes:

• Unique selling points

• Real-time rates & availability

• A seamless booking process

5️⃣ Optimise for Conversational Search

Travelers now search in full sentences, e.g.:
“Best beachfront boutique hotel in Seminyak with vegan breakfast.”
Use natural language and experience-based keywords in your listings and site copy.

6️⃣ Maintain Consistency Across All Platforms

Keep Google Business, OTAs, TripAdvisor, and niche platforms updated. AI cross-checks data — consistency builds trust.

Why You Must Act Now

AI isn’t just a buzzword — it’s already influencing your next booking. Guests aren’t just comparing prices anymore; they’re relying on AI to shortlist hotels based on:

• Unique experiences

• Positive reviews

• Strong branding

Your digital strategy must now market to both humans and the algorithms helping them decide.

Final Thought

AI is quietly rewriting the guest journey — from inspiration to booking. By telling your story, creating quality content, and staying active online, you can turn AI into your silent brand ambassador.

Don’t just be another listing. Be the listing AI recommends.