Hotel operators Recently, I have begun to master digital marketing To effectively reach consumers. A new revolution has begun just as people are taking a breath.
The Shift: Single answers instead of lists
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. You may not even be noticed if your hotel doesn’t position itself as the solution.
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 does not evaluate shiny visuals, it prioritises structured data.
The details of the room, such as its dimensions, features like accessibility, dining options and proximity to attractions, must be carefully catalogued into machine-readable formats.
What is the upside? Travelers searching for specific features — vegan menus, pet policies, or walkable locations — can now get clear, direct answers. This data will only be accurate and easily accessible if it is also readily available.
List all the features of your property honestly and accurately. Over-promising in the new economy will quickly backfire.
Nowhere to Hide
AI is accelerating the influence of online reviews on consumer decisions.
The AI assistant can summarize hundreds of reviews to provide a clear, impartial perspective on a hotels strengths and weakness.
This only increases the need for:
- Keep your property in great condition
- Delivering consistently high-quality service
- Address concerns of guests proactively
The focus is on product quality and service
Hoteliers with persistent product or service problems can’t be saved by marketing alone. Consistent guest complaints — about food quality, outdated rooms, or hot water problems — will stand out starkly when AI systems compile data for consumers.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
- Assess relationships with AI systems, partners and other stakeholders
- Audit your content strategy — ensure key property features are accurate, clear, and machinereadable
- Recognize and resolve guest issues that recur
- Evaluate the service and quality of your hotel 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 hotels that offer true value and excellence in operations will be able to compete on the AI-driven market.
