Hotel operators Recently, I have begun to master digital marketing Effectively reach consumers. A new revolution has begun just as people are taking a breath.
The Shift – From lists to single answers
Imagine this: A traveler contacts their AI assistant, (ChatGPT or Anthropic). The AI responds simply: “The Peninsula Hotel.” The AI simply replies: “The Peninsula Hotel.”
No long lists.
There are no pages of OTAs.
One answer.
Consider the marketing implications. Your hotel may not be visible if it is not positioned as a solution.
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Visual Appeal to Structured Data
For years, digital marketing teams and agencies have focused on high-quality photos, videos, and compelling brand narratives — and rightly so. But generative AI prioritizes structured data over glossy visuals.
Machine-readable formats are now required for details such as room dimensions, dining options, accessibility features and proximity to attractions.
The upside? Travelers searching for specific features — vegan menus, pet policies, or walkable locations — can now get clear, direct answers. But only if the data is accurate and easy to access.
List your property’s features accurately and completely. Over-promising in the new economy will quickly backfire.
Nowhere to Hide
AI has made it easier and faster for online reviews to influence consumer decisions.
Now, consumers can ask an AI assistant for a summary of hundreds of reviews. This will give them a clear and unbiased view on the strengths and weaknesses of a hotel.
This only increases the need for:
- Keep your property in great condition
- Delivering consistently excellent service
- Address concerns of guests proactively
Priority is given to product quality and customer service
Hotels with product or services issues that recur will not be saved solely by marketing. Consistent guest complaints — about food quality, outdated rooms, or hot water problems — will stand out starkly when AI systems compile data for consumers.
AI’s transparency creates new opportunities for operators that focus on service and quality. Positive experiences of happy guests will be amplified on digital channels. Properties with persistent issues could even be excluded from consideration, before they have a chance to visit their website.
The Next Steps For Hotel Operators
- Relationships with AI systems and partners: Evaluate them
- Audit your content strategy — ensure key property features are accurate, clear, and machinereadable
- Recognize and resolve guest issues that recur
- Assess the quality of your property and its service objectively
The most forward-thinking properties have already deployed sentiment analysis tools in order to monitor customer reviews, identify patterns and solve issues before they turn into digital liabilities.
Only those hotels with a true commitment to value and excellent operational performance will succeed in the AI-driven hotel market.
