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GEO guide by sector · Hotels

Hotels: how to get recommended by ChatGPT, Gemini and Claude

Updated 27 September 2026

More and more travellers ask AI assistants to find them “a quiet hotel with parking in [town]”. The answer rests on precise information (facilities, location, reviews) that the AI gathers from your website, your Google profile and the booking platforms. Here’s how to make that information complete, consistent and easy to reuse.

What AIs check to recommend a hotel

An accommodation question almost always combines several criteria: location, budget, facilities, type of stay. So the assistant looks for pages that meet those criteria explicitly.

  • The hotel’s Google Business Profile: category, amenities, photos, reviews.
  • Online travel agencies (Booking.com, Expedia…) and Tripadvisor, which describe amenities and reviews in a highly structured way.
  • Tourist board websites and the travel press, which publish selections.
  • Your website: rooms, services, directions and terms, if they’re described as text.

Pages to create on your website

  • One page per room type: size, beds, capacity, amenities, view, accessibility.
  • A services page: breakfast (times, what’s included), parking, EV charging, pets, luggage storage, air conditioning.
  • A location page: walking distances to the station and key places, public transport.
  • A meetings or groups page if you host them: rooms, capacities, equipment.
  • A terms page: check-in, check-out, cancellation, tourist tax.
  • Your official star rating where applicable, and the languages spoken at reception.
  • Hotel structured data (schema.org) with address, amenities and check-in and check-out times, matching the visible content.

If your guests come from abroad, versions of your key pages in their languages help assistants answer travellers who don’t ask their question in yours.

Customer reviews: a strategy that plays by the rules

For a hotel, reviews are split between Google and the booking platforms. Assistants pull descriptions from them (“quiet”, “well located”, “generous breakfast”) and reuse them in their answers.

  • Send a review request after every stay, to every guest, without filtering by how satisfied you think they were.
  • Don’t offer anything (an upgrade, a discount) in exchange for a review: Google forbids it.
  • Reply to reviews with useful facts (“the car park now has two chargers”), which also adds to the information available.
  • Tackle recurring complaints at the root: they resurface in AI summaries.

Consistency between your website and the platforms

An amenity listed on Booking.com but missing from your website, or a very different reference rate, creates contradictions the AI resolves in its own way. Draw up a single inventory of your amenities and services, then align your website, your Google profile and every platform with it. Repeat the exercise whenever something changes: building work, a new service, a seasonal closure.

Mistakes to avoid

  • Room descriptions that are nothing more than a photo gallery.
  • Amenities that differ depending on which platform you look at.
  • Pages in a single language when most guests come from abroad.
  • Check your robots.txt file: blocking OAI-SearchBot, Claude-SearchBot or PerplexityBot can keep you out of answers that use web search. You can refuse the training crawlers (GPTBot, ClaudeBot) without blocking the search ones.
  • Reviews written by friends and family, or bought.

Hotel checklist

  • A detailed page for each room type.
  • Services page and location page published, with concrete distances.
  • The same inventory of amenities on your website, Google and the platforms.
  • Complete, up-to-date Google Business Profile.
  • A review request after every stay, and replies to every review.
  • Hotel structured data matching the visible content.
  • AI search crawlers allowed in robots.txt.

Measure your visibility in AI answers

Test realistic questions with criteria (parking, pets, meetings) in several assistants, and check whether your hotel appears and which source is cited: your website or a platform. Saykora’s free test does exactly this on ChatGPT, Gemini and Claude with web search on: an AI Score out of 100, the competitors named instead of you, the sources and any factual errors, in 2 minutes and with no sign-up. See our method.

FAQ

Is a good rating on Booking.com enough?

It helps, but the AI may then cite Booking.com rather than your website. Publishing the same information, in more detail, on your own site gives you a chance to be the source that gets cited.

Do I need to translate the whole website?

Not necessarily. Start with the pages that answer travellers’ questions: rooms, services, location, terms.

Do AIs know my rates?

They reuse whatever they find, sometimes old rates. Show an up-to-date, dated price range on your website to limit mistakes.

Sources consulted (7)

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