Tharro exists to fix that.
By giving hotels the visibility intelligence they need to compete fairly against OTAs, AI platforms, and better-resourced competitors.
Before building Tharro, our founder Cosmin Costean spent years at Booking.com and TUI - two of the largest players in online travel distribution. He saw firsthand how the system works: OTAs have access to demand data, search intelligence, and competitive insights that individual hotels simply never see.
Hotels invest in SEO, run ads, manage social media, respond to reviews. But they're doing it without knowing who owns their keywords on Google, whether AI platforms recommend them, which feeder markets are trending, or how their presence compares to the hotel next door.
That information asymmetry is the real problem. Hotels don't have a marketing problem - they have a visibility problem. And until now, nobody was building the tools to solve it.
1.7 billion+ accommodation searches - real traveler intent, aggregated by source country, destination, and time period. Not surveys. Not estimates. Not modeled projections.
Generic SEO tools don't understand hotel distribution. They can't tell you if an OTA bids on your brand or if ChatGPT recommends your competitor. Tharro can - because every feature is built around how hotels actually compete.
Cosmin built Tharro after spending years inside the machine: at Booking.com understanding how OTAs capture and monetize traveler intent, and at TUI seeing how large operators leverage data advantages independents can't access.
The insight was simple: hotels compete for visibility every day, but they're the only ones who can't see the scoreboard. OTAs see it. Metasearch sees it. Agencies see pieces. But the hotel — the one delivering the experience — is flying blind.
Tharro is the scoreboard.
The information gap between hotels and OTAs isn't fair - and it's getting worse with AI. We're here to close it.
That's why we built the Command Center. Every signal converts into a prioritized weekly action - not another tab to check.
The shift from Google to AI-assisted search is as significant as print to online. Hotels that understand it early will win.
The best hotel in the city means nothing if travelers can't find it. Visibility isn't vanity - it's revenue.
We don't just build tools — we study how the landscape is changing
Our study of 2,000+ AI recommendations across 29 European cities revealed that OTAs capture disproportionate booking authority even when hotels are mentioned by name. This finding shapes how the industry understands AI visibility.
Every month, we track how hotels and OTAs appear in ChatGPT, Gemini, and Google across 50+ European cities. The only recurring study at this scale — free to access.
Start a free trial and see your hotel's visibility across Google, AI, demand, and reviews — in minutes.