We live in an era of rapid change, and the tourism and hospitality industry is no exception.
The way travellers search for and choose a hotel is changing before our eyes. More and more often, trip planning begins not with Google, but with a conversation with ChatGPT, Perplexity or Google Gemini. According to recent research, about 40% of travellers worldwide already use AI‑based tools – and millennials and Generation Z are the most active adopters.
The numbers are striking: in 2025, hotel bookings through AI platforms increased by 527% compared to 2024.
Previously, a potential guest would visit an average of 140 web pages before choosing a hotel. Today, with AI assistants, this journey shrinks to just a few minutes. Simply ask: “Which hotel in Rome offers family rooms near the main sights, with breakfast and parking?” – and the AI instantly provides a list of suitable options.
This is not just a technological upgrade; it is a true paradigm shift in hospitality marketing. The key factor is no longer visibility in traditional search engines, but the hotel’s ability to be “remembered” and recommended by AI systems.
Those accommodation providers that start building their digital memory and structuring their data for AI today will be at the top of recommendations tomorrow. Those who remain “invisible” to algorithms risk being left out of the new rules of the game.
And how do you choose your hotel – through friends’ advice, classic booking portals, or with the help of ChatGPT?
