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Picture this.
It’s date night.
Instead of making a reservation, you're taking a spontaneous summer evening stroll down Main Street looking for a dinner spot.
You stand in front of two restaurants.
One has a bright chalkboard on the sidewalk featuring tonight's specials, a classic cocktail, and a local band starting at 8 pm.
There’s music drifting out the door and a server welcoming diners.
The other?
A dusty window. A faded menu taped to the glass.
No updates. No personality.
No sign that anything inside has changed since 2022.
Which one are you walking into?
Guess which one Google’s AI recommends.
That’s what’s happening to hotel websites right now.
Yep, that's right.....
Right Now: The Great AI Shift
By the end of 2025, Google’s AI Overviews and AI mode will dominate how people discover hotels.
Not search - discover.
We’ve officially entered the era of zero-click, answer-first, no-links-needed travel decisions.
Travelers will ask questions like:
“What are the best Banff hotels within walking distance of top attractions and restaurants?”
or
“Best places to stay in Key West for a family with teenagers.”
side note: How would your hotel do with either of these types of questions?
And AI will deliver the answer, ready to go.
No need to scroll through websites.
No need to dig around.
No longer will we "search".
AI’s literally serving answers on a silver platter.
So if your hotel website isn’t part of the data it pulls from…
You’re not just missing out - you're not on the silver platter,
you’re invisible.
Why Wouldn’t Your Website Show Up?
Most hotel websites look very similar:
❌ Standard room descriptions
❌ Basic “getting here” directions
❌ Copy that could belong to any hotel on the block
❌ Pages that haven’t been updated since 2022
To AI, that’s white noise.
Here’s what standouts and makes the cut in AI Overviews:
✅ Specific, helpful website content that answers real guest questions
✅ Pages that show expertise and deep local knowledge (beyond what's generally found online)
✅ Original stories or tips - not generic fluff that can be found anywhere
✅ Fresh, well-structured content that reflects your hotel's unique experience - think FAQs, photos, videos
In other words, content that adds value and answers real questions - like they were actually talking to you,
not just content that exists.
I've Got to Tell You
I’ve been building content for my client hotels' websites for years.
Investing the time to write articles, update copy, images and video.
While it has helped them to boost their online visibility,
reduce the need to spend a lot on ads (heck, yeah),
and made it easier for the right guests to find them
- I am doubling down my efforts.
I hope you do the same. This is mission-critical.
You don't want to get left in the digital dust of the internet.
So, I’ve bumped up the free session I had planned for August.
“Get your Hotel Website AI-Ready” is now happening July 2.
Inside the Revenue Strategy Room. 👈Grab a seat now.
Because action-takers need a head start - and that’s exactly what this will give you.
Let’s make sure your hotel is one of the few that AI notices (and recommends) in 2025.
P.S. Are you thinking 🤔 - “But, Christine… I’m heading into peak season. I can’t get this done right now.”
I hear that. You're short one time, but not on ambition.
If you're looking to get started but aren't sure how - book 30 minutes with me to talk about it.
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