Hotels strive to be found as AI models conduct travel search
Hotels are adapting to the rise of AI in travel planning by enhancing their digital visibility. As more travelers use AI-enabled platforms to search for accommodations, hotels must refine their strategies to be recognized by these technologies. This shift requires hotels to understand and respond to more nuanced customer queries, which presents both challenges and opportunities.
- ▪35 percent of French people used AI to find hotels, cafes, or restaurants last year.
- ▪37 percent of travelers are using AI-enabled online travel sites for trip planning and booking.
- ▪Hotels need to adapt their systems to understand vague requests and provide detailed information to customers.
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Hotels strive to be found as AI models conduct travel searchSign up now: Get ST's newsletters delivered to your inboxSome hotels are already deploying AI chatbots to help answer simple guest questions, allowing staff to provide higher-value services.PHOTO: AFPPublished May 24, 2026, 11:40 AMUpdated May 24, 2026, 11:46 AMListenPARIS – With people increasingly adopting AI to help plan their vacations, hotels are working to make sure that you check them out – and check in.Whether using ChatGPT or AI-enabled travel sites like Layla.ai, it is already possible to pose search questions like: “Calm hotel with west-facing balcony” or “Charming hotel with spa that accepts dogs”.This simple switch to plain speech searches belies major technical changes that mean hotels have to learn to become…
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