Hotels must adapt to AI search trends

Hotels are facing a significant shift in how travelers plan their trips, with artificial intelligence increasingly playing a central role. A recent study by Boston Consulting Group (BCG) found that approximately 37% of travelers now utilize AI-powered travel websites to organize and book their journeys.

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We are in a complete upheaval: last year, 35 percent of French people used artificial intelligence to find hotels, cafes or restaurants.

This growing reliance on AI, whether through platforms like ChatGPT or specialized AI travel sites such as Layla.ai, means travelers can pose queries in natural language, like "Quiet hotel with a balcony facing west" or "Charming hotel with a spa that allows dogs." This transition necessitates major technical adjustments for hotels, as they must learn how to become visible to AI models, which interpret and rank information differently than traditional search engines.

Nicolas Marette, founder of Custplace, a French company assisting businesses with digital presence, noted the transformative nature of this trend. He stated that last year, 35% of French individuals used AI to find hotels, cafes, or restaurants. BCG reports that a quarter of businesses in the hotel and restaurant sector have implemented AI strategies that are already yielding tangible results across various operational aspects.

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What hotels need to do to get a good listing with search engines is not the same as what they need to do to get a listing with artificial intelligence.

Johanna Benesty from BCG explained that the criteria for achieving good visibility with AI search engines differ from those for traditional search engines. Furthermore, she added that "not all AI models work the same way." The primary challenge lies in understanding ambiguous requests, such as "I want a romantic hotel in the south," as highlighted by Nicolas Maynard, head of AI and data science at Accor, a major hotel group. Accor has been actively working for a year to enhance its relevance and visibility within AI systems.

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Not all artificial intelligence models work the same way.

Maynard emphasized the dramatic change, noting that a Google search might yield 50 results, whereas asking ChatGPT could present only five. This reduction in presented options makes securing a top position even more critical for hotels aiming to attract bookings.

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The biggest challenge is understanding vague requests like 'I want a romantic hotel in the south'.