Hello,
Artificial intelligence is no longer just a trend followed by tech enthusiasts. Today, large language models (LLMs) have evolved into guides that directly influence many decisions—from hotel choices to vacation planning. This shift brings a new responsibility for digital marketing professionals like myself: making hotels visible in the world of AI.
Having worked in digital marketing within the tourism industry for many years, I now find myself frequently asking this question: How visible are hotel brands across AI tools? Let’s explore this question together.
1. Content is Everything
SEO titles and keywords alone are no longer enough. LLMs need rich, meaningful content to understand and represent your hotel accurately. Service descriptions, price-performance comparisons, and user reviews aren’t just words—they are clues AI uses to identify and contextualize your brand.
The use of structured data is especially crucial here. If you want your hotel to stand out in searches like “family-friendly hotel in the Aegean,” the information needs to be presented in the correct format.
2. LLMS.TXT – The New Era of Guidance
Although it’s not yet widely discussed in the industry, LLMS.TXT will soon become a familiar term. Similar to robots.txt, this file tells large language models how to crawl your website.
If you want platforms like ChatGPT, Gemini, or others to feature your content accurately, setting up an LLMS.TXT file properly is essential. This goes a step beyond traditional search engine optimization.
3. Technical Alignment: Fast, Clean, Clear
Mobile compatibility, page speed, and user-friendly design are no longer just for SEO—they’re critical for AI accessibility too. LLMs can easily get lost in complex menus, unnecessary redirects, and cluttered site structures. That’s why having a clean, semantically logical architecture is more valuable than ever.
4. Speak Like a Human
AI interaction is reshaping content writing. Content written in a question-answer format helps language models better understand and highlight your offerings.
For example, if your website clearly answers questions like “Do you allow pets?”, LLMs are more likely to feature your hotel prominently in relevant results.
In Conclusion
The biggest misconception I see is this: “These things will be important in the future.” No—they’re important now. Adapting to this new digital order is no longer optional for hotel brands; it’s essential.
In my digital marketing journey, I aim to provide hotels not just with more bookings, but with a sustainable digital presence. Being visible in AI, staying visible, and being represented accurately—these are among the most powerful tools to help you stand out in today’s competitive landscape.
Deniz Can Aral
Digital Marketing Manager