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The Tharro blog brings you insights on search, AI, and traveler behavior — helping you understand how guests discover hotels today and what drives direct bookings tomorrow.
Explore data stories, market trends, and expert perspectives to make smarter visibility decisions for your property.
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Explore our curated selection of top blogs, offering expert insights and valuable tips for project management success
We analyzed 20,000+ AI hotel recommendations. Here's what we learned.
This analysis examined 20,000+ AI prompts across 30 major European cities, revealing that hotels capture only 47% of booking authority while OTAs capture 53% despite appearing in just 16% of mentions. Discover the six factors that determine booking authority and where hotels win vs. where OTAs dominate.
The AI-Ready Hotel: A Practical Guide to Getting Recommended by ChatGPT
The shift to AI-powered travel planning isn't a threat; it's the single biggest opportunity to leapfrog your competition and win high-value direct bookings since the invention of the hotel website.
Google Ads for Small Hotels: Drive Direct Bookings and Reduce OTA Dependence
For small hotels, every direct booking is vital. Google Ads offers an excellent way to attract guests directly to your website, reducing reliance on OTAs and saving on commission fees. Here are practical tips and data-driven strategies.
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Dive into our comprehensive collection of blogs covering diverse topics in project management and beyond
The Hotel Discovery Landscape Just Got Reshuffled. Most Hotels Haven’t Noticed.
New data from 12,000 travelers reveals the biggest shift in how people find hotels since search engines went mainstream. OTAs have overtaken Google as the primary starting point—while word-of-mouth, brands, and AI all grew at once. Here’s what SiteMinder’s Changing Traveller Report 2026 means for your hotel.
How OTA Ranking Algorithms Actually Work
Everyone says Booking.com is “mostly about price.” It isn’t. OTA ranking systems are machine-learning engines optimizing for platform revenue—and the same signals shape Google, AI, and direct. Here’s what research from Booking.com, MyDataValue, and Expedia really shows.
Hotels Hate OTA Commissions. But They’re Not Doing the One Thing That Would Actually Reduce Them.
Everyone blames 15–25% OTA fees. Cloudbeds 2026 data shows OTAs drive 63%+ of independent hotel bookings. The fix isn’t another rate negotiation — it’s visibility. Here’s why travelers book through OTAs, what AI changes, and the work almost nobody is doing.
What You Can Actually Learn From an AI Visibility Report
Tharro's AI Visibility Report runs your hotel through hundreds of structured queries across Perplexity, OpenAI, and Gemini — and measures what comes back. Not page rankings. The actual content of AI recommendations, and whether your hotel is in them.
Your Hotel Is Invisible to AI. Here's What the Data Shows.
A real-world AI visibility audit of a Madrid hotel reveals a pattern most properties share: strong branded recognition, near-zero discovery visibility. Here's what it means — and what to do about it.
Hotel Keyword Playbook: A Data-Driven Guide to SEO vs. Paid Search Investment
We mapped the UK → Paphos search corridor — 1,824 keywords, 17,863 organic SERP results, and 317 paid ad placements — for a 5-star resort in Chlorakas. The findings reveal where most hotels are wasting their search budget and where the real opportunities are.
Which Markets Actually Deliver ROI for Spanish Hotels? Introducing the Search-to-Arrival Conversion Index
Every hotel marketer faces the same question: where should I invest my marketing budget? We analyzed 700 million search signals and 85.7 million arrivals to reveal which markets actually convert searches into real trips.
When Do Travelers Search? How UK and Cyprus Booking Patterns Differ
Most hotels analyze where demand comes from, but few look closely at when travelers actually plan their trips. Using three years of search data, we reveal two fundamentally different planning cycles that impact pricing, marketing, and inventory decisions.
Why AI-Driven Search Matters
New AI tools like ChatGPT or Bing Chat can now give direct answers to travelers' questions—sometimes without people having to click any links at all. This opens an amazing possibility for hoteliers: to be closer to the end customer without the need of a channel manager or OTA.
Cyprus travel puzzle: fewer searches, more tourists
Our latest data shows a curious paradox: online search interest for Cyprus accommodation fell in 2025, yet actual tourist arrivals grew strongly. Discover what's driving this trend and what it means for hotels.
What Is an AI Visibility Score? The KPI Hotels Can't Ignore
AI now influences how travelers discover and choose hotels. But most hoteliers have no idea whether they're visible in those conversations. That's why we created the AI Visibility Score — a new metric to measure what truly matters in 2026 and beyond.
Cyprus Market Outlook 2025
Cyprus has kicked off 2025 with a record-breaking performance in tourism, setting the stage for what could be one of its strongest years ever. Discover the trends, opportunities, and strategic insights for hotels and tourism businesses.
What Is SEO and Why Should You Care?
SEO stands for Search Engine Optimization—the process of making your website and online presence more visible to people searching on Google. Learn why SEO matters for small hotels and how it can boost direct bookings.