BRAND VISIBILITY IN AI

AI Study : Hotel groups in AI powered search

About the study

The study analyses how hotel groups appear in ChatGPT, Google AI Mode and Google AI Overviews, based on 3 LLMs consulted in Spain.

It compares which chains AI recommends, the destinations and criteria they appear for, which hotels are repeatedly shown as answers, and which sources have the greatest influence on their visibility, from Booking and Tripadvisor to official websites and travel blogs.

The challenge is not just appearing on Google.

It’s about getting AI to recommend your hotel when a traveller searches for where to stay.

Real queries analysed

We evaluated how ChatGPT, Google AI Mode and Google AI Overviews respond to real searches about hotels in Spain.

Visibility by group, destination and criterion

We identify which chains appear most often, in which positions and for which types of query: family, couples, summer, location, spa, cleanliness or value for money.

Sources that feed the answer

We analysed more than 7,500 citations to understand the weight of Booking, Tripadvisor, official websites, travel blogs and specialist media.

WHAT YOU’LL FIND

What the study involved

An analysis to understand which hotels AI recommends, in what context and based on which sources.

The missing data point before optimising your AI presence

We analysed which hotel groups appear in the responses generated by ChatGPT, Google AI Mode and Google AI Overviews, and how their visibility changes depending on the platform consulted.

3 LLMs consulted in the Spanish market

The study is based on searches phrased as a real traveller would make them, combining destinations, travel profiles and decision making criteria such as location, spa, cleanliness, comfort or value for money.

Which chains lead on each platform

We compared the presence of the main hotel groups and identified key differences: Marriott dominates on ChatGPT, Meliá leads on Google AI Mode, and AI Overviews appears more selectively.

Visibility by destination, profile and criterion

The report identifies which groups stand out in each destination, which hotels are repeatedly recommended, and which brands perform best for searches related to family, couples, summer or trips with friends.

The sources that feed AI responses

We analysed more than 7,500 citations to understand the weight of Booking, Tripadvisor, official websites, OTAs, travel blogs, specialist guides and media outlets in shaping the responses.

A practical guide for marketing, SEO and reputation teams

The study turns data into GEO opportunities: how to strengthen official websites, reviews, destination specific content and presence across third-party sources to improve hotel visibility in AI.

Complete the form and download the study

Hotel groups in AI search: ChatGPT, Google AI Mode and Google AI Overviews: who appears, how they rank and which sources AI draws from

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CUSTOMIZED STRATEGY

What makes us different

Multichannel organic visibility

We enhance your presence at key decision moments: searches, AI, comparisons, recommendations, and third-party content. We turn the diagnosis into tangible actions and measure progress to demonstrate improvement and guide the next iteration.

360° methodology

We don’t stop at auditing: we analyze your current presence, define the action plan, optimize and continuously monitor to iterate and improve.

We can implement the improvements ourselves or deliver guidelines and coordinate the work with your teams.

"Human Precision" in Analysis

We don’t just rely on data: our analysts contextualize results, remove false positives, and separate signal from noise. We translate data into actionable insights with clear, prioritized recommendations, so your team knows exactly what to change, where, and with what expected impact.

OUR CLIENTS