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How to get your hotel recommended by ChatGPT and other AI assistants

Updated

AI assistants now answer questions like "boutique hotel in Edinburgh with parking" with a short list of named hotels. They build that answer from what they can read about you: your website, your listings and what others write about you. This guide covers how they choose, and what an independent hotel can fix this month.

How AI assistants choose which hotels to recommend

ChatGPT, Gemini, Copilot and Perplexity search the web, read the pages they find, and summarise. ChatGPT search draws heavily on Bing's index, Gemini and Google AI Overviews on Google's. They favour sources that are clear, consistent and easy to quote.

If your own site is hard to read, they fill the gaps from booking sites, old reviews and directories. That is how wrong prices, wrong parking details and links to OTAs end up in the answer.

1. Let AI crawlers read your site

Check your robots.txt and your firewall or CDN bot settings. Many hotel sites block AI crawlers without knowing it.

  • Allow GPTBot, OAI-SearchBot and ChatGPT-User (OpenAI)
  • Allow ClaudeBot and Claude-SearchBot (Anthropic), PerplexityBot, and Google-Extended
  • Make sure key facts are in the HTML, not only inside images, PDFs or booking widgets

2. Publish your facts in structured data

Add schema.org markup so machines read your facts without guessing:

  • Hotel (or LodgingBusiness) with address, phone, check-in and check-out times, star rating and amenities
  • HotelRoom and Offer for room types, occupancy and prices from
  • FAQPage for parking, pets, accessibility, breakfast and cancellation

3. Make every fact match everywhere

AI trusts facts that agree across sources. Your website, Google Business Profile, Bing Places, TripAdvisor and OTA listings should state the same room count, parking terms, pet policy and check-in times. One outdated listing is enough for an assistant to repeat the wrong detail.

4. Write pages that answer guests' questions

Guests ask AI specific questions. Give each common one a clear, quotable answer on your site:

  • Parking: where, how much, and whether it must be booked
  • Pets, accessibility, family rooms and late check-in
  • Distance to stations, venues and attractions guests ask about

5. Add an llms.txt file

An llms.txt file at your site root gives AI a plain-language summary of your hotel and links to your key pages. It is quick to add and makes your site easier for language models to use.

6. Give agents a path to book direct

AI agents such as Meta's Muse and Instinct now complete tasks for people, including bookings. Make sure your booking engine accepts deep links with dates and guests in the URL, and that an agent can reach it from your homepage without logins or pop-ups in the way. If it can't, agents book you through an OTA, or book someone else.

7. Measure what AI says about you

Ask ChatGPT, Gemini, Copilot and Perplexity the questions your guests ask, every month. Note whether you are recommended, whether the facts are right, and where the link goes. In your analytics, track referrals from chatgpt.com, perplexity.ai, gemini.google.com and copilot.microsoft.com.