As more travellers turn to artificial intelligence (AI) to plan holidays, hotels worldwide are racing to adapt so they remain visible — and competitive — in AI-powered searches.
Consumers are increasingly using platforms such as OpenAI’s ChatGPT and AI travel tools like Layla.ai to search for accommodation using natural language prompts such as “quiet hotel with a sunset balcony” or “pet-friendly spa hotel”.
Industry experts say the shift from traditional keyword searches to conversational AI is forcing major changes in how hotels market themselves online.
Nicolas Marette, founder of French digital optimisation firm Custplace, said around 35 per cent of people in France used AI last year to search for hotels, cafes or restaurants.
According to a recent study by Boston Consulting Group, about 37 per cent of travellers are already relying on AI-powered travel platforms to plan and book trips.
Hospitality companies are now investing heavily in AI strategies to stay relevant in search results and improve customer engagement.
Johanna Benesty of Boston Consulting Group said hotels must rethink their digital presence because AI systems rank and recommend properties differently compared to traditional search engines like Google.
She explained that while Google may display dozens of search results, AI tools such as ChatGPT typically offer only a handful of recommendations, making visibility even more crucial for hotel operators.
French hospitality giant Accor — which owns brands including Pullman, Sofitel, Mercure and Ibis — said it has spent the past year trying to understand how to improve its relevance in AI-generated recommendations.
Accor’s AI and data science chief Nicolas Maynard said one of the biggest challenges is interpreting vague customer requests such as “romantic hotel in the south”, as many hotel systems are not designed to classify properties using emotional or descriptive language.
Meanwhile, Best Western France director Olivier Cohn said AI could eventually help hotels answer highly specific guest questions, including room details that current systems struggle to provide.
Hotels are also increasingly deploying AI chatbots to handle basic guest enquiries, allowing staff to focus on more personalised services.
Experts noted that online reviews, customer descriptions and detailed digital information will become increasingly important because AI systems prioritise trusted and comprehensive data sources when making recommendations.
The report also warned that AI platforms could eventually introduce new “AI-era distribution fees”, similar to the commission models already used by online travel agencies, where hotels may pay for greater prominence in AI-generated recommendations.
