Most hotel websites are built for search engines that no longer exist. Let that sink in for a minute. Today’s travelers aren’t typing keywords. They’re asking questions, getting instant answers, and booking without ever visiting your site.
How is that possible? More and more travelers are using AI engines like Google SGE, Microsoft Copilot, ChatGPT, or Gemini to plan their trips. If your hotel’s content isn’t being surfaced by Large Language Models (LLMs), you’re losing visibility to OTAs, third-party sites, and competitors who’ve adapted to the new search era.
To help you stay ahead, we’re breaking down the key updates and optimizations that ensure your hotel appears in AI-led search results.
ai can’t see you. here’s why.
LLMs like ChatGPT don’t crawl and index content the way Google Search traditionally has. They ingest structured data, synthesize knowledge, and answer conversationally. Most hotel websites aren’t built for that.
Common visibility blockers:
- Thin or salesy content without helpful traveler language
- No schema or improperly implemented structured data
- Pages disconnected from conversational context (e.g., no FAQs, no real guest questions)
- Heavy reliance on image carousels or booking widgets with no descriptive context
If your content doesn’t help an AI answer questions like “Where should I stay near the SAP Center in San Jose with a balcony?”, you’re invisible.
what ai actually reads
While traditional SEO rewarded keyword optimization, LLMs reward context, clarity, and completeness. Here’s what matters now:
AI-Discoverable Content Types:
- FAQ Pages: Cleanly structured with schema
- Destination Guides: Especially those answering questions with local insights
- Guest Reviews: Structured, sentiment-rich, and visible on-page
- Event Pages: With Offer and Event schema tied to bookability
- Rooms & Suites: Descriptive, unique, and tied to traveler intent
- Speakable Content: Clear, structured sections that voice assistants can recite
real example: ai vs. your website
Let's say a user enters the following prompt into an LLM: "What’s a romantic hotel in San Antonio near the Riverwalk with balconies and on-site dining?"
Where does the answer come from? These AI searches pull information from:
- Google Business Profiles
- Reviews
- Structured content from booking engines
- Blog posts with Q&A-style formatting
- OTA content
If your site doesn’t contain related language, schema, or structured relevance the LLM is looking for, your hotel will not show up in any results and will lose out on potential bookings.
the new hotel content stack
Today’s AI-driven search ecosystem requires hotel content that works together, not in isolation. This content stack shows how each layer plays a critical role in helping large language models understand your property, build trust with travelers, and drive bookability.
| Layer |
Content Type |
Why It Matters |
| 1 |
Q&A/FAQ Pages |
Feed LLMs traveler questions and answers |
| 2 |
Blog Posts/Guides |
Tell stories and explain choices, beyond just amenities |
| 3 |
Schema Markup |
Gives AI the signal map to understand your offerings |
| 4 |
Guest Reviews |
Builds trust and feeds social proof |
| 5 |
Booking Integration |
Ensure clear ReserveAction links for bookability |
score yourself: llm discoverability quick test
Ask these of your Rooms, Events, or FAQ pages:
- Does this answer an actual traveler question?
- Is the content written in natural, helpful language?
- Is it structured with schema (Hotel, FAQPage, Offer, etc.)?
- Are booking links included and functional?
- Does this page get mentioned when I ask Gemini or ChatGPT about hotels in our area?
If not, it’s time to update.
the Vizergy ai search readiness audit
If you’re unsure how well your hotel is positioned for AI-driven search, Vizergy’s AI Search Readiness Audit can give you the clarity you need. We evaluate your site’s discoverability, schema, content intent, booking signals, and competitive standing.
