Hotel operators have only recently begun mastering digital marketing to effectively reach consumers. Just as many are catching their breath, a new revolution is well underway.
The Shift: From Lists to Single Answers
Consider this scenario: A traveler asks their AI assistant (ChatGPT, Anthropic, etc.) for the best luxury hotel in downtown Chicago with a vegan menu and close proximity to upscale shopping. The AI responds simply: “The Peninsula Hotel.”
No long lists.No pages of OTAs to sift through.One answer.
Think about the marketing implications of this change. If your hotel isn’t positioned as the answer, you may never even be seen.
From Visual Appeal to Structured Data
For years, digital marketing teams and agencies have focused on high-quality photos, videos, and compelling brand narratives — and rightly so. But generative AI doesn’t evaluate glossy visuals; it prioritizes structured data.
Details like room dimensions, accessibility features, dining options, and proximity to attractions must now be meticulously cataloged in machine-readable formats.
The upside? Travelers searching for specific features — vegan menus, pet policies, or walkable locations — can now get clear, direct answers. But only if that data is easily accessible and accurate.
Tip: List all your property’s features honestly and thoroughly. Over-promising will backfire quickly in this new environment.
Nowhere to Hide
Online reviews have long influenced consumer decisions, but AI makes this influence faster and more powerful.
Consumers can now ask an AI assistant to summarize hundreds of reviews and provide a clear, unbiased perspective on a hotel’s strengths and weaknesses.
This further magnifies the need to:
Keep your property in excellent condition
Deliver consistently great service
Address guest concerns proactively
Product Quality and Service Take Center Stage
Marketing alone won’t save hotels with recurring product or service issues. Consistent guest complaints — about food quality, outdated rooms, or hot water problems — will stand out starkly when AI systems compile data for consumers.
The transparency AI brings creates opportunities for operators who focus on quality and service excellence. Happy guests will have their positive experiences amplified across digital channels, while properties with chronic issues may be eliminated from consideration before a guest even visits their website.
Next Steps for Hotel Operators:
Evaluate relationships with AI systems and partners
Audit your content strategy — ensure key property features are accurate, clear, and machinereadable
Identify and resolve recurring guest issues
Objectively assess your property’s quality and service
Forward-thinking properties are already deploying sentiment analysis tools to monitor reviews, spot patterns, and resolve issues before they become digital liabilities.
In the AI-driven marketplace, only hotels offering true value and operational excellence will consistently make the cut.
