How can my hotel show up in ChatGPT and Google’s AI search?
Someone planning a weekend away might type “spa hotel near Frankfurt” into Google. In ChatGPT, they might ask, “Can you recommend a quiet hotel with a spa within an hour of Frankfurt for a weekend away?”
If that sounds like your hotel, try the search. See which places come up and how they’re described. Then read your own website as if you’d never been there. Could you tell where the hotel is, what the spa is like and what kind of weekend you could have there?
Test searches your hotel could actually answer
Write down a few searches that fit the people you want to reach. Someone planning a trip to Florence might ask, “What are some small design hotels in Florence within walking distance of the centre?” Someone bringing a dog on a weekend away might look for “dog-friendly hotels in the Black Forest with hiking trails nearby.” For a hotel that hosts events, try “hotels near Frankfurt for a small team offsite.”
Run those questions using web search in ChatGPT and Claude, then try them in Google’s AI search where available. Keep a simple record of the date, the hotels mentioned and the sources linked. If your hotel appears, check what the answer says about it. Is the information correct? Is it still current?
Try the same questions again after you make changes. Treat each run as a snapshot. The answers can vary with the wording and search context. ChatGPT web search · Claude web search
Put the answer where a guest would look for it
Ask your front desk what people keep calling or emailing about before they book. If you welcome dogs, say which rooms they can stay in and link to walks that start from the hotel. If people are choosing you for a spa weekend, show them what’s there and explain which stays include access.
For a country hotel, it might be as simple as listing the days the restaurant serves dinner. For a meetings venue, publish the capacity for the room layouts you offer. If guests regularly arrive without a car, tell them which station to use and how to get from there to the hotel. Give someone on the team responsibility for details that change with the season.
Check that search engines can access the pages
Put essential information in the text of the page and make sure guests can reach it through links on your site. In Google Search Console, check whether Google has indexed your most important pages. Google’s usual SEO guidance also applies to its AI search features. For summaries and excerpts in ChatGPT Search, OpenAI recommends checking that its search crawler, OAI-SearchBot, can access the content. Google Search Central · OpenAI guidance for website owners
Pick one page this week. If spa weekends are a big part of your business, start with the spa page. Answer the questions your team hears most often, then make sure there’s a clear route from the page to a stay a guest can actually book.
If you’d like us to go through your hotel website from a guest’s point of view, our free Brand & Booking Audit covers how clearly you explain the stay and how easily someone can book it. Request the free Brand & Booking Audit