Glossary
Plain definitions, written for hoteliers rather than for search engines. Each term links to the research behind it.
AI visibility
AI visibility is how often, and how favourably, a hotel appears in answers generated by AI assistants when a traveller asks an unbranded question β such as βbest adults-only hotels in Limassolβ.
Read the full definition βAI visibility score
An AI visibility score summarises a hotel's standing across a fixed set of unbranded prompts, run repeatedly across multiple AI engines, benchmarked against a defined competitive set.
Read the full definition βMention rate
The proportion of runs across a prompt set in which a hotel is named at all.
Read the full definition βCitation rate
When an AI assistant names a hotel, it usually credits a source.
Read the full definition βThe OTA paradox
The OTA paradox describes a pattern found across AI hotel recommendations: hotels are frequently named, but the sources credited are disproportionately online travel agencies rather than the hotels' own websites.
Read the full definition βShare of voice (hotel search)
The proportion of available clicks, across a defined keyword set and source market, that a given domain captures.
Read the full definition βGenerative engine optimization (GEO)
Generative engine optimization is the practice of improving how a business is represented in AI-generated answers.
Read the full definition βBooking window (ABW)
The booking window, or advance booking window, is the interval between a traveller booking and staying.
Read the full definition βBrand pull
Brand pull is the share of branded search demand within a competitive set that belongs to one hotel β how many people search for you by name relative to how many search for the hotels you compete with.
Read the full definition βListing coherence
Listing coherence measures whether a hotel's factual claims agree across the channels where it appears β OTA listings, metasearch profiles, its own website.
Read the full definition βFrequently asked questions
Who is this glossary for?+β
Hoteliers, revenue and marketing teams, and agencies working on hotel discovery.
Are these standard industry definitions?+β
Where a standard exists, we use it. Where the term is new or contested β AI visibility, GEO β we state our definition explicitly rather than implying consensus.
Can I quote these?+β
Yes, with attribution to tharro.io.