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AI visibility for travel and hospitality: get chosen

See where your hotel, tour or travel brand stands when travellers ask AI assistants where to stay and what to book, and how to be the name they choose.

By the BotSay team28 Oct 20266 min read

On this page
  1. Where travel questions meet AI answers
  2. Three kinds of question to track
  3. How the answers describe you
  4. The pages the engines lean on for travel
  5. Keep your own pages clear and current
  6. Travellers ask from many countries
  7. Reading it every week

A traveller planning a trip can now ask an AI assistant where to stay, which tour to book or which area suits a family, and get a short answer with a few names in it. The places in that answer start the trip on the shortlist. Here is how to see where your brand stands in those answers, and how to move up.

Where travel questions meet AI answers

Travellers ask long, specific questions. They want a quiet hotel near the old town with parking, a boat tour that takes small children, or a guesthouse that allows dogs. They can put that question to ChatGPT, Perplexity, Gemini, Claude, Google AI Overviews or Google AI Mode, and the answer does the first round of research for them.

If you market a hotel, a resort, holiday rentals, tours or travel, you want to know whether you are named, how far down the list you come, and what the answer says about you.

Three kinds of question to track

Place and stay questions

The traveller knows where they are going, but not where to stay or what to do.

These show whether the engines count you among the options for your place at all. Give them the largest share of your questions.

Need and comparison questions

The traveller has a situation, a budget or a must-have.

Write these in the traveller's own words, with the details they would type: who is travelling, when, and what they cannot do without.

Trust questions

The traveller has your name and wants to be reassured.

Track these for yourself and your main rivals. BotSay leaves questions that name you out of your headline figures, so those figures come only from questions where a mention is earned (What the five measures mean).

Group your questions into themes, such as families, accessibility or a part of the city, and give each theme you want to win at least ten questions. How many questions do you need to track AI visibility? shows how the number you track sets how precise your figures are.

How the answers describe you

Read the sentence each answer writes about you.

ChatGPT, asked this week

Where should a family stay for a long weekend by the sea?

For a family, Quaystone is a strong choice: it has family rooms and a pool, a short walk from the beach. Heronby suits couples, and Brinholt is worth a look if you travel with a dog.

You are named first

Example, using an invented brand

Check that sentence against your own pages.

BotSay scores how each answer that names you describes you, from 0 to 100, as Sentiment. Its Evidence page lists the least favourable answers first, so the descriptions worth fixing are the first ones you read (What the Evidence page shows).

The pages the engines lean on for travel

Engines that search the web write their answers from pages, and many link to them. Your pages cited is the share of those links that point at your sites. For travel questions, sort the cited pages into a few kinds.

Pages the engines cited this week, by owner
  • Your pagesYou
    such as quaystone.example/family-rooms    17.2%
  • Your rivals' pages
    such as heronby.example/couples    31.5%
  • Places you could be listed Get listed
    such as seasidestays.example    38.9%
  • Everyone else
    such as travelnews.example    12.4%

Example, using an invented brand

Each kind asks for a different move. On BotSay's Where to get in list, a review site gets Claim your profile, a news or blog site Pitch them, a community Take part and an official body Get listed. Rows are ranked by how often the engines read or linked the page while answering a question that named a rival (Find pages to get your brand onto).

On a review site, claim your profile and ask guests to review you there. For a tourism board, find the listing process and keep the entry current. Offer travel writers something they can use, such as a seasonal event or a local guide from your team. In communities, answer travellers' questions honestly, from an account that says who you are.

Where a rival's own page is cited for a question you want to win, write your own answer to that question on your site.

Keep your own pages clear and current

Travel facts change with the season, and current pages give the engines today's facts.

When a page from your BotSay Work list goes live, mark it published with the date. BotSay then follows the questions that page was meant to win, compares the weeks before the date with the weeks after, and shows what changed (Work out what to do next).

Travellers ask from many countries

A traveller often plans from somewhere else. BotSay asks your questions in English, each as the United States unless you choose another country for it. Ask your key questions as the markets your guests most often book from. Five of the six engines can be pointed at that country. Gemini cannot, so its numbers are not specific to any market (How BotSay measures your numbers).

Reading it every week

Answers vary from day to day, so ask the same questions the same way every week. Three themes of ten questions on six engines comes to 180 answers a week, which is the work BotSay does for you.

BotSay asks your questions on all six engines every week, through each provider's official developer access or a licensed search-data provider. Mention rate comes with the number of answers behind it and a likely range, and BotSay calls a change real only once it is bigger than the uncertainty in both weeks' readings put together (How we measure). The other four measures show the figure and how far it moved. Your reading arrives in the weekly email.

Start with the theme where rivals are named and you are not, and the page or listing that could win the most questions there. Publish it, note the date, and read the answers again in the weeks after.

What you gain with BotSay

  • The same travel questions asked on six engines every week, without 180 answers to read by hand.
  • The least favourable descriptions of your brand first, beside the pages the engines drew on.
  • Review sites, publishers, communities and official listings to get onto, ranked by how often the engines lean on them.
  • A before and after for each page you publish, on the questions it was meant to win.
  • One fixed monthly price with everything included and no add-ons. Plans differ only in the number of questions, from $59 a month for 60 questions.

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