Hotels strive to be found as AI models conduct travel search

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 visible to AI models.