👉Here’s where AI visibility actually starts

“I'm not afraid of AI. I'm just not exactly sure where to start.”

That’s what I’m hearing from hoteliers right now.
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And that distinction matters.
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Hoteliers aren't afraid of AI - we love it.
You're using AI tools every day, especially LLMs like ChatGPT and Gemini.
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What hoteliers are struggling with is clarity.

Not what AI is.
But, what does it actually mean for their marketing so their hotel continues to be found and booked?
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Right now, there’s a lot of noise around AI in hotel marketing.
New tools.
New tactics.
New opinions and updates.

You don't need to become an expert.
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You're busy running a hotel.

And it’s definitely not about throwing out your website and starting over.

It’s about pinpointing the places where adjustments can make the work you’re already doing more visible and effective for AI search.

A moment happened recently that made this even clearer

Last week, I was asked during a hospitality-tech interview: “Christine, are hoteliers thinking about AI?”

My answer was yes... and no.

Yes, hoteliers are thinking about AI and using it every day.
They are also exploring where their operations can be optimized.

But also no, because most hoteliers don’t yet have a clear picture of
what actually needs to change in their marketing, or where to start.

They’re not ignoring AI.
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They’re waiting for clarity that they can act on.

The real challenge most hoteliers are facing.

What I see and hear most often is not fear.
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It’s hesitation.
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Hoteliers are asking:

• What should we focus on now?
• What still works?
• What actually needs to change?
• How does this lead to bookings?

Guessing feels risky when bookings and revenue are on the line.
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You’re making decisions, approving work, and investing time and budget,
while carrying a quiet question in the background:

Is this marketing work actually helping our hotel show up in AI search?

If you’ve been asking that question, you've been paying attention and are on the right track.
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​Your hotel showing up in AI search shouldn't feel confusing or hard,
And with what I'm about to share with you, it won't.

The way guests search has changed, but the goal hasn’t.
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Goal = more bookings for your hotel.
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But, to be booked, your hotel still has to be found.
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AI search doesn’t reward:

• More content for the sake of more
• New tools layered onto old strategies
• Louder marketing

It rewards clear, consistent answers to real guest questions across the places guests and AI look for them.
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Where hotels are quietly losing ground.

Many hotels are quietly losing ground without realizing it.

It’s not because the hotel experience isn’t strong.
And it’s not because the marketing team isn’t working hard.

It usually happens because key information about the hotel is spread across pages,
written in different ways, or never fully spelled out.

Things like:

• Who is the hotel best suited for?
• What type of stay is it for?
• And what makes choosing it obvious and easy?

When those answers aren’t clear in one place,
AI has a harder time understanding the hotel.

And when AI isn’t confident, it doesn’t label the hotel as “bad.”
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It simply recommends it less often, and then maybe not at all.

And that’s how a hotel can slowly lose visibility without anything feeling obviously broken.

Where clarity really starts

Instead of asking, "What AI tool or system do we need?"
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The better first question is:

“What’s the one page we want AI to understand well enough to confidently surface our hotel when guests are searching?”

That’s where clarity starts.
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One page.
One guest.
One decision.

If you're not sure which page that is yet, here's a simple way to see it for yourself.

Open ChatGPT (or your fav chat tool) and paste the prompt below:

If you ran the prompt and the explanation wasn’t as clear as you expected, that’s OK.

That's useful.

If one page had to explain your hotel clearly to both guests and AI, which page should it be?
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Now you know your starting point.
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What step will you take now?

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