dAirect asks the question "Why hotels don’t appear in AI responses.
The increasingly significant role of AI systems
The online visibility of accommodation providers no longer depends exclusively on Google and OTAs, as an increasingly significant role is being played by responses generated by artificial intelligence systems such as ChatGPT, Gemini, Claude and other assistants used by users to plan trips and stays.
Over €2.5 million in investments and funding
In this new landscape many accommodation providers are not included in the responses provided by AI. According to dAirect, the problem does not lie with user demand, but with the ability of hotels’ digital content to be found, interpreted and deemed reliable by generative AI systems. The company, which has raised over €2.5 million in investments and funding, has developed a technology that analyses and optimizes the presence of accommodation providers within AI platforms. The aim is to make hotels’ direct websites and their content more easily readable by AI systems, thereby increasing the likelihood that they will be used as a source in the responses generated by ChatGPT, Gemini, Claude and other assistants.
"Artificial intelligence seeks out reliable sources"
Antonio Picozzi
“For years, hotels have worked to be found. Today, they must be chosen. Artificial intelligence seeks out reliable sources; it isn’t satisfied with just any results,- says Antonio Picozzi, CEO and co-founder of dAirect. -The new challenge is to build a digital presence so clear, consistent and authoritative that it becomes the answer the AI decides to offer users. Hotels disappear for one single reason: generic content, unstructured data, inconsistencies across channels and poor-quality information. If an AI system cannot interpret a property clearly, it simply does not use it as a source.”
The 10 mistakes that make hotels invisible to AI
According to dAirect’s analysis, there are ten factors that most significantly affect the ability of accommodation providers to be identified and used as a source by artificial intelligence systems.
1. Websites not structured for automated reading
The information is present but not organized in such a way as to be correctly interpreted by AI systems.
2. Generic and uninformative content
Standard descriptions and texts based on recurring templates reduce the AI’s ability to identify distinctive features of the property.
3. Lack of structured data
Rooms, services and hotel features are not available in a machine-readable format.
4. Inconsistencies between the official website, OTAs and other channels
Conflicting information across different platforms undermines the reliability perceived by AI systems.
5. Incomplete or out-of-date Google Business Profile
One of the tools considered a primary source of information is often overlooked.
6. Reviews not utilized as a semantic asset
Guest feedback is not organized and transformed into structured information.
7. Insufficient content about the local area
The lack of content dedicated to the destination limits the property’s overall informational value.
8. Images lacking context
Visual resources are not accompanied by information that facilitates their interpretation by machines.
9. Lack of conversational content
There is a lack of responses based on the actual questions users ask AI systems.
10. No monitoring of visibility in AI
Accommodation providers do not measure their presence within the responses generated by artificial intelligence systems, making it difficult to assess and improve performance.
AI and hotel visibility: a new challenge for tourism marketing
The way in which users search for information and plan their trips is also changing the visibility strategies of accommodation providers. According to dAirect, in addition to search engine and OTA rankings, the ability to provide clear, consistent and structured content is becoming increasingly important so that it can be interpreted and selected by generative AI systems.
