Guest Post: How hoteliers can prepare for AI this festive season

Gemma Hynes, client services director of Net Affinity, explains it's essential for hoteliers to understand how the search and discovery process is evolving

AI is significantly reshaping how hotels operate and interact with their guests. With AI-driven tools like Google’s AI Mode now rolling out in the EU, it’s essential for hoteliers to understand how the search and discovery process is evolving rapidly. For instance, AI models now favour structured, clear and factual data over creative narratives. As a result, it’s crucial that your hotel website and content cater to both human visitors and AI systems equally.

Below are some practical tips to help hoteliers succeed this holiday season, drawing on Net Affinity’s research and emerging trends.

Maximising booking opportunities during Christmas

Christmas booking demand often starts early, with reservations spiking from August and rising even further in mid-autumn. To capitalise on this trend, make sure your holiday packages, special activities and unique guest experiences are not only live but also easily discoverable on your website. Highlight seasonal events –like Christmas dinners or holiday teas – using dedicated sections to boost visibility. As many undecided guests continue searching for inspiration well into November, showcasing early-bird offers and special rate packages can help capture their attention. Ensuring that all your festive content is up to date will also help maintain visibility in both organic and AI-driven search results.

User-generated content and authentic reviews

User-generated content (UGC), particularly authentic guest reviews, plays a significant role in AI-based brand discovery. Large Language Models (LLMs), which are used by search engines and travel platforms, prioritise genuine, recent reviews over static marketing content. Encourage satisfied guests to leave honest and specific feedback through follow-up emails, QR codes in rooms or even incentives. Monitor platforms frequently referenced by AI systems – such as TripAdvisor, Reddit, and Quora – and make sure your hotel’s information remains current. Responding to both positive and negative reviews promptly and transparently will help strengthen your online presence.

Refining content for AI compatibility

Optimising your content for AI visibility means focusing on clarity, structure and accuracy. Utilise clear headings, bullet points, FAQs and concise answers to long-tail search queries. Avoid any ambiguity and prioritise factual information, relevant statistics and guest testimonials. Displaying author bios and credentials is also important for signalling authority. In essence, hoteliers must tailor their websites to meet the needs of both human guests and AI algorithms. Structured content not only helps visitors but ensures your hotel is easily indexed and recommended by digital agents.

Managing your online reputation

Maintaining a proactive approach to your online reputation is now more critical than ever, as AI systems amplify both positive and negative feedback. Keep track of online discussions, respond strategically to reviews and maintain consistent messaging across all platforms. I also encourage hoteliers who haven’t already done so to implement a clear crisis management plan to address any negative attention swiftly – before AI systems amplify any misrepresentations. Poor online visibility due to negative reviews can lead to missed opportunities, as AI increasingly provides zero-click answers and summaries instead of linking to individual websites.

Key takeaways for hoteliers preparing for the festive season

• Audit your website to ensure that festive packages, offers and event details are comprehensive and optimised for both human visitors and AI crawlers.
• Start promoting Christmas packages early, using dedicated landing pages, FAQs and guest testimonials focused on the festive experience.
• Make it easy for happy guests to leave reviews by providing a simple process and respond to all feedback transparently to build trust.
• Keep your product and contact information updated on third-party platforms, including review sites and travel forums, referenced by LLMs.
• Continuously monitor brand mentions and feedback. Set up alerts to handle any negative or inaccurate content quickly.
• Use structured data markup on your website to improve how your hotel is displayed in AI-driven search results.
• Invest in educational content that addresses specific guest needs, such as local attractions or travel tips, to generate authoritative backlinks and establish expertise in your niche.

AI is no longer a concept for the future – it’s an immediate priority for the hospitality industry, especially during the crucial lead-up to Christmas. By acting early to respond to booking trends, focusing on clear, structured content, and fostering genuine engagement with your guests, hotels can thrive with both their customers and AI systems.