Columbia Sussex Corporation

For years, hotel marketing has followed a familiar process. A traveler searches Google, compares hotels, reads reviews, looks at photos and eventually makes a reservation.

That process is changing.

AI platforms such as ChatGPT are becoming another way travelers research hotels. Instead of searching for a list of properties, guests can describe the experience they want and ask AI to help them find it.

A traveler might ask, “What are some good hotels near the airport with an outdoor pool, a restaurant and airport transportation?” The guest is describing what they want, and AI is helping identify properties that may fit those needs.

For hotel marketers, that creates a new opportunity and a new responsibility.

Your Website Matters

One of the most important things hotels can do is make sure their websites accurately and thoroughly describe the property.

If a hotel has a resort-style pool, multiple restaurants, airport transportation, a spa, meeting space, a rooftop bar or a beachfront location, those details should be clearly stated on the website.

Simply listing an amenity is not enough. The details matter.

Is the pool heated? Is there poolside food and beverage service? Does the restaurant serve breakfast, lunch and dinner? Is airport transportation complimentary? Is the property within walking distance of major attractions?

The more complete and accurate the information, the better a traveler and potentially an AI platform can understand what the hotel offers.

OTAs Matter Too

The same principle applies to online travel agencies and other booking platforms.

It is important to review how the property is represented on Expedia, Booking.com, Marriott.com, Hilton.com and other relevant channels.

If the hotel website says one thing while an OTA has outdated information, missing amenities or old photography, the property is essentially telling two different stories.

Hotels should regularly review these listings to make sure room descriptions, amenities, restaurants, pools, transportation, meeting space and other important details are accurate.

If a hotel has renovated its rooms, added a restaurant or built a new pool, those updates should be reflected across its digital channels.

Think About Experiences, Not Just Amenities

This may require a shift in how hotels describe themselves.

Instead of simply listing “outdoor pool,” marketers should think about the experience a guest is looking for.

“Outdoor pool with poolside dining and lounge seating” tells a much richer story than simply “outdoor pool.”

“Beachfront restaurant serving breakfast, lunch and dinner” is more useful than simply listing “restaurant.”

These details can help connect a hotel’s offerings with the increasingly specific questions travelers are asking AI.

A New Opportunity for Advertising

AI is also creating another potential shift in hotel marketing budgets. ChatGPT now offers sponsored advertising, giving businesses the ability to reach people while they are exploring options, comparing choices and making decisions. OpenAI supports impression- and click-based advertising, along with conversion-focused campaigns. This gives hotels another channel to consider when deciding where their digital advertising dollars should go.

For hotels, this could be particularly interesting because travel decisions often involve several questions before a booking is made. A traveler may compare hotels, ask about amenities and then decide where to book. Advertising within that process could give a hotel another opportunity to reach a potential guest closer to the point of decision.

As these platforms develop, hotel companies may need to rethink how advertising budgets are divided between traditional search, social media, OTAs and AI platforms. The important part will be measuring where guests are discovering properties, clicking through and ultimately booking.

Reputation Still Matters

Guest reviews, ratings and social media also contribute to how a property is represented online. That makes the actual guest experience an important part of the marketing strategy. A hotel can have an excellent website, but the online reputation still needs to support the experience being advertised.

Preparing for the Next Generation of Hotel Search

AI is not going to eliminate traditional hotel marketing. It is adding another layer to the way travelers discover properties.

The goal should be to make sure accurate information is available wherever a traveler or AI platform might be looking.

That means maintaining accurate websites and OTA listings, keeping amenities and experiences current, using high-quality photography and video, and making sure renovations, restaurants and new experiences are reflected across digital channels.

The question is no longer simply, “How do we get someone to find our hotel?”

It is becoming, “When a traveler describes the hotel experience they want, have we provided enough accurate information for our property to be part of that conversation?”

For hotel companies and ownership groups, this could become a question in digital marketing.