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How to make your hotel website AI-friendly in 2025

Vedanti Kohli
Hotel manager testing ChatGPT AI recommendations on laptop with hotel website optimization checklist visible on screen

Complete guide to optimizing hotel websites for AI search engines like ChatGPT and Google SGE in 2025

The shift is happening now. Travelers increasingly use AI-powered tools like ChatGPT, Google’s Search Generative Experience (SGE), and Bing Copilot to research and book hotels. These AI travel assistants don’t just find websites—they interpret data, compare options, and make direct recommendations.

The Problem: Most Hotel Websites Are Not AI-Friendly and Hence Not Visible to AI

When travelers ask AI tools questions like:

If your website lacks clear, structured information, AI tools will recommend your competitors instead.

The Opportunity: Early Adopters Win

Hotels optimizing for AI search now gain:

Think of AI as your digital concierge.

The Hotel Manager’s AI Visibility Checklist

You don’t need coding skills to start. Each section includes a simple ChatGPT test you can run in 2 minutes to check your hotel’s AI visibility.

1. Display Clear NAP Information (Name, Address, Phone)

Why this matters: AI cross-references your hotel information across platforms. Inconsistent details confuse algorithms and reduce recommendations.

What to include in your footer:

Consistency rule: Your hotel name and details must match exactly across:

✅ AI Test: Ask ChatGPT: “What is the phone number for [Your Hotel Name] in [Your City]?”

2. Create a Structured Amenities Section

The problem: Vague marketing language confuses AI. Phrases like “modern fitness zone” or “fun splash area” don’t help algorithms understand what you actually offer.

Write for AI clarity:

❌ Avoid: “Our wellness sanctuary caters to discerning guests”
✅ Use: “Fitness center with 12 cardio machines, free weights, open 24/7”

❌ Avoid: “Delightful aquatic experiences for little ones”
✅ Use: “Kids’ pool, 2 feet deep, heated, adjacent to main pool”

Essential amenities to list clearly:

✅ AI Test: Ask ChatGPT: “Does [Your Hotel Name] have a heated pool?”

3. Add Nearby Landmarks with Exact Distances

Why distance matters: AI recommends hotels based on location relevance. Travelers ask specific questions about proximity to airports, attractions, and business districts.

Create a “Location & Distances” section:

Pro tip: Include both distance and travel time for different transportation modes.

✅ AI Test: Ask ChatGPT: “How far is [Your Hotel Name] from [nearest airport]?”

4. Integrate Google Reviews on Your Website

The social proof factor: AI tools prioritize authentic guest feedback over marketing copy. Real reviews carry significantly more weight in AI recommendations.

Implementation options:

What AI looks for:

✅ AI Test: Ask ChatGPT: “What do recent guests say about [Your Hotel Name]?”

5. Define Your Hotel Positioning Clearly

The targeting problem: If AI can’t determine your hotel type, it won’t recommend you to the right travelers.

For Business Hotels, highlight:

For Family Hotels, emphasize:

For Boutique/Leisure Hotels, showcase:

✅ AI Test: Ask ChatGPT: “Is [Your Hotel Name] good for business travelers?”

6. Create a Comprehensive Policies Page

Common AI queries about policies:

Write policies in plain language:

✅ Clear format:

❌ Avoid legal jargon: “Cancellation terms subject to rate type and booking conditions as outlined in the terms and conditions…”

✅ AI Test: Ask ChatGPT: “What is the pet policy at [Your Hotel Name]?”

Technical Implementation Guide

This section is for your web developer or marketing team. Most standard web practices, but crucial for AI visibility.

Hotel Schema Markup Implementation

What it does: Schema markup is code that helps AI understand your content structure. It’s like adding labels to your website that only machines can see.

Essential schema types for hotels:

Key schema elements:

- Hotel name and brand
- Address with geographic coordinates
- Star rating and price range
- Room types and amenities
- Check-in/out policies
- Contact information
- Guest reviews and ratings

Clean Sitemap Management

Why sitemaps matter for AI: AI crawlers use sitemaps to understand which pages are important and how your site is organized.

Essential pages to include:

Submit to Google Search Console for faster indexing and AI discovery.

SEO Foundation for AI Visibility

Technical requirements:

Content Freshness Strategy

AI prioritizes recent content. Keep your site “alive” with:

Quick check for GMs: Ask your web team: “Do we have hotel schema markup, an updated sitemap, and content from the last 3 months?”

Testing Your Hotel’s AI Visibility

The 15-Minute AI Audit

Test these questions in ChatGPT, Bing Copilot, and Google SGE:

  1. “What is the phone number for [Hotel Name] in [City]?”
  2. “Does [Hotel Name] have a pool and fitness center?”
  3. “How far is [Hotel Name] from [major landmark/airport]?”
  4. “What do guests say about [Hotel Name]?”
  5. “Is [Hotel Name] good for business travelers/families?”
  6. “What is the cancellation policy at [Hotel Name]?”
  7. “Does [Hotel Name] allow pets?”

Scoring your results:

Advanced AI Testing

Location-based queries:

Comparison queries:

Tracking Results and ROI

Analytics for AI Traffic

Set up tracking for:

Key Performance Indicators

Monitor these metrics:

Monthly AI Audit Routine

Spend 30 minutes monthly:

  1. Test your hotel in 3 different AI tools
  2. Check for new review integration
  3. Update any outdated information
  4. Monitor competitor AI visibility
  5. Refresh content with current details

Action Plan: Getting Started Today

Week 1: Quick Wins

Week 2: Content Optimization

Week 3: Technical Implementation

Week 4: Testing and Refinement

The Competitive Advantage

Hotels that optimize for AI search now gain a significant head start. While competitors struggle with outdated websites and vague content, your property becomes the go-to AI recommendation for your target market.

Start your optimization today, and stay ahead of the curve in hospitality’s digital transformation.

Ready to test your hotel’s AI visibility? Open ChatGPT right now and ask the 7 essential questions above. Your 15-minute audit starts now.

Need help implementing these changes? Most web developers can handle the technical requirements using standard hotel schema markup and SEO best practices. Focus on the content clarity first—that’s where you’ll see the biggest impact on AI recommendations.

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