Find the questions you lose
The traveller questions where competitors get named and you do not, per market, per persona, tracked weekly against your comp set.
AI visibility for hotels: know what AI says when travellers ask.
Travellers ask ChatGPT, Google AI Mode and Perplexity for hotels without typing a name. Tharro asks the same questions every week, in every market you sell to, and shows who gets named, who gets cited, and what to change.
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Where AI gets its answer about you
this runOwned41%your own domain
Earned4%editorial · press
Leakage31%OTA · metasearch
Owned 41%OTA 14%Editorial 4%Metasearch 12%Tour operator 5%Other
From invisible in AI to a fix list.
See why they win
Which sources each assistant quotes: the review categories, the listing facts, the pages it can actually read.
Know what to publish
The missing page or the wrong fact behind each lost answer, ranked into the weekly plan so the fix actually happens.
What's inside AI Visibility
“best family-friendly hotels with kids activities”
Family on a luxury vacationUnited Kingdomweekly
Persona-based tracking
Questions asked the way real travellers ask them: a family planning a beach week, a couple after a spa break, per persona, per market.
You1,307
Competitor A336
Competitor B177
Competitor benchmarking
The same questions run for every hotel in your comp set, every week, so your share of answers is always a ranking, not a lonely number.
Owned 41%OTA 14%
Owned · earned · leaked, per answer
Citation and source tracking
Every answer's sources classified: your domain, editorial, OTA, metasearch, so you see who feeds the machine, owned, earned or leaked.
✓Beachfrontyou
≈Familycontested
✗SpaCompetitor A
Theme analysis
Which themes you win and lose: family, beachfront, spa, value, and which competitor owns each theme you are missing from.
ChatGPT58▼
Google AI Mode71▲
Perplexity72▲
Three engines, tracked separately
ChatGPT, Google AI Mode and Perplexity answer differently and cite differently; you see each one, and the gaps between them.
best family hotels · kids activities
6 → 2Improved
Won and lost, run over run
Every weekly run shows the prompts you gained, the prompts you lost, and the rank movement behind each, down to the single question.
How AI visibility tracking works
Step 01
Ask
Persona questions per market, every week, across ChatGPT, Google AI Mode and Perplexity, from clean sessions.
Step 02
Trace
Every answer parsed: who got named, at what rank, and which sources each engine cited to justify it.
Step 03
Fix
Lost answers traced to their cause, a missing page, a wrong fact, an unreadable site, and ranked into the weekly plan.
The Complete Guide to AI Visibility for Hotels
What is AI visibility for hotels?
AI visibility for hotels refers to how often and how favorably a hotel appears in AI-generated travel recommendations. When travelers use ChatGPT, Google AI Mode, Perplexity, or other AI assistants to research where to stay, the AI generates a curated list based on information from hotel websites, OTA listings, review platforms, travel blogs, and social media.
A hotel with strong AI visibility appears frequently, is described accurately, and is linked to as a direct booking source. A hotel with poor AI visibility is either absent - or mentioned but with an OTA cited as the booking path, costing the hotel 15-25% commission on AI-referred guests.
AI visibility is increasingly distinct from traditional SEO. While Google rankings still matter, AI platforms synthesize information differently - weighting review sentiment more heavily and creating narrative recommendations rather than ranked link lists. Hotels well-optimized for Google may still be invisible in AI, and vice versa.
Why hotels should track AI visibility in 2026
Over 40% of travelers now use AI tools during trip planning. ChatGPT alone has hundreds of millions of weekly active users, with travel among its most popular use cases. For hotels, this creates a parallel competitive front alongside Google search.
Direct booking revenue: When AI cites Booking.com instead of your website, you pay commission on an AI-referred guest. Tracking citation sources identifies and quantifies this leak.
Competitive intelligence: Competitors may be gaining AI visibility without your knowledge. A new hotel winning AI recommendations could erode your bookings before you notice.
Marketing ROI: Content and review investments should improve AI visibility, not just Google rankings. Without AI tracking, you can't measure impact on this growing channel.
Brand control: AI constructs hotel descriptions from multiple sources. If it pulls from outdated OTA listings, your property may be misrepresented to millions of travelers.
How AI platforms decide which hotels to recommend
Review quality and volume: AI platforms heavily weight review data from Booking.com, TripAdvisor, and Google. Hotels with higher scores, recent reviews, and positive sentiment are recommended more frequently.
Website content quality: Detailed, well-structured content gives AI platforms richer material. Thin content forces AI to rely on OTA descriptions instead.
Structured data: Hotel schema markup helps AI understand your property's attributes - room types, amenities, location, pricing - and present them accurately.
Third-party mentions: Travel blogs, media, social media, and destination guides expand your digital footprint. Hotels with broader presence appear more consistently across platforms.
Google Business Profile: For Gemini specifically, a complete GBP is critical. Research suggests the majority of Gemini's hotel links point to GBP listings.
AI visibility is an outcome of your entire digital presence - not just one channel. This is why Tharro monitors it alongside Google SERP ownership, reputation intelligence, and demand signals.
How to improve your hotel's AI visibility
1. Complete your Google Business Profile. The single most impactful action for Gemini. Ensure name, address, category, amenities, photos, and hours are complete and consistent.
2. Enrich your website content. Write detailed content about your hotel's experience - local guides, dining, activities, "best for" positioning. Give AI your content instead of letting it rely on OTA descriptions.
3. Invest in reviews strategically. Focus on recent, detailed reviews on Booking.com and TripAdvisor. A hotel with 50 reviews from the past 3 months outperforms one with 500 from 5 years ago.
4. Implement structured data. Hotel schema markup makes it easier for AI to parse your attributes and present them accurately.
5. Expand your digital footprint. Get mentioned in travel blogs, destination guides, and social media. More quality mentions = more confident AI recommendations.
6. Monitor and iterate. Check AI visibility weekly. Connect changes to actions taken. Tharro's Command Center automates this loop with prioritized weekly actions and estimated booking impact.
Read next
Generative engine optimization for hotels
The full guide to how assistants decide which hotels to name.
Hotel SEO
AI visibility and hotel SEO are related but separate scoreboards. The inputs overlap, the results don't. Track both.
SEO for AI visibility
The research on what your Google rankings buy you in AI answers.
Hotel AI visibility
Everything we've measured and published on this, gathered in one guide.
See what AI says about your hotel this week.
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Common questions
What is AI visibility for a hotel?
AI visibility is the share of AI-assistant answers that name your hotel when a traveller describes what they want without typing a brand. It is where a growing share of hotel discovery now happens.
Which assistants do you track?
ChatGPT, Google AI Mode and Perplexity, asked the same questions every week from clean sessions.
Can we actually influence AI answers?
Yes. Assistants name hotels that citable sources support: review scores, consistent listing facts, pages that answer the question. Fix the source and the answers follow.
How is this different from SEO?
SEO earns you a position on a results page. AI visibility earns you the mention inside the answer. Different sources, different fixes, measured separately.
How fast does it move?
Weeks, not days. Assistants re-read their sources continuously; a published page or a corrected listing typically shows up within a few weekly runs.