Hoteliers are confused. Whether to go for AI market capture or see how things go in 12-18 months

Recently I have seen 2 contradictory narrative floating around in LinkedIn. Ai visibility is a hoax to measure.

The traffic % itself is very small to start with. Each AI model has your previous historic data, so the answers provided are so personalized, its like a 1-to-1 match happening between search questions and answer. In a way grossly devaluing the concept of keyword volume. Prompt tracking isn’t feasible in such scenarios. AI Visibility tracking is a hoax.

On the other hand there is the lobby of technologists and tech-hoteliers who feel the future is conversational. AI chatbots would be the interface for interactions with digital devices. If AI Visibility is not analyzed and worked upon, you are not matching table stakes in 2026.

I will share my opinion on this. A cost benefit analysis. Is it worthwhile to measure visibility. AI visibility, Search Visibility, AEO/GEO/SEO whatever you want to call it.

Before I write any further, lets all align and level set on few foundational ground rules

1. The LLMs, Search Engines are having limited real estate to show an answer. If you are not the only business in the category, you should be aware of this limitation from a user experience perspective. Any LLM can only provide so much text in one answer before a user feels overwhelmed reading it.
2. Users i.e. real people would be searching. People will have questions. The demand will always be present.
3. Getting new business is always more difficult than getting repeat business.

Lets start by addressing the CFO first.

Any good LLM visibility product can cost approximately $600 per month.
Yearly expense : $7200

ROI Calculator
ADR – $200
RevPar – $250
Occupany Rate – 65%

To recoup an investment of $7200 we need to ensure only 36-50 more room nights annually.

With proper usage of tools the team headed by the DoSM should be able to deliver on the expected results. Either through couple of corporate/group bookings. Or through targeted digital campaigns they can do with the help of AI Visibility tools.

If we’ve got the buy in from the CFO lets me start talking with the sales and marketing department.

Any tool is only as good as the operator for that tool. With a good AI Visibility toolkit, and a heavy focus on authentic for human machine readable content I will spread my hotels circle of influence thus enhancing my visibility at a higher position in the category.

Let me give 1 concrete example to illustrate

Topic – Views from the balcony of room number 403 of “hotel name”.

• I will be creating several content pieces and 1 offer. I will utilize content produced to promote the offer.
• Offer – Get the best views of Mumbai Marine Drive
  • Content Creator Package
  • Itinerary on 5 hidden gems of the city handed over when you check-in
  • High Speed Internet
  • Power bank in your room to charge all your electronic equipment. You can carry outdoors too. Remember to return it please.
• Multiple content pieces would be published on website + social media from the official handle of the hotel
• If there are platforms that promote offers for hotels ensure the offer is promoted on those platform

What would I be measuring in AI Visibility tools?

1. Room Number 403 in “HotelName”/”Location Name”
2. Places to photograph in “Location Name”
3. Hidden places to photograph in “Location Name”
4. .
5. .
6. …. hopefully you are able to understand the intent I would be tracking. Creators coming to the hotels location would be searching for few things. Can I as a hotel fulfil those questions by providing valuable answers?

What is the outcome?

1. How many incremental new users have we been able to drive to this new offers page
2. What is the revenue generated by this offer.

This is just one example and a use case of how AI Visibility tools should be used. There are several 100 other use cases. The time to start using AI Visibility toolkit was yesterday. But if you’ve not yet started, get started now.

Look at the bright side, what harm will happen, if you try working with a good AI Visibility tool? If nothing you would have increased following on social and increased awareness in your category. Potential guests know about you more as you had made several PR publications based on the recommendations provided by the AI Visibility toolkit.

I can completely understand the hesitation you may have as a hotel marketer. These expenses for the tools were not budgeted for. Why not wait for a year or so, see how the geopolitical situation pans out to be before investing in such a tool? You can wait. But remember the foundation ground rule number 1.

LLMs and search engines have limited space to show any business name when they are producing the answer. If your hotel is not present in those answers for 1 full year or more, the repurcussions may not be seen in the short term. But very heavily in the longer term. Its as if your business just vanished from the digital world.

But, but there’s always a but. If you as a hotel excel at operations, delivering exceptional service, getting only 5* reviews. Do not worry about AI Visibility toolkit. Your operational excellence will enhance visibility organically.

But, I promise this is the last but. If there are cracks in your operations system, be rest assured there would be a reputation you would need to manage. There’s a visibility audit you need to be performing regularly, since visibility is given by big tech. And you never know what happens with big tech. Today you are favored by the algorithm. Tomorrow you are not.

To get rid of all the above anxiety, just invest in a good AI Visibility toolkit that will help you analyze, create and distribute content at scale.

Thanks
DB

26th May 2026