FAQ · Hotels · AI Visibility

The complete guide to checking what AI says about your hotel

Written and reviewed by Ayse Durmush, Founder · Anthropic Claude Partner Network · Claude Certified Architect · Updated 17 July 2026

The direct answerOpen ChatGPT, Gemini, Claude or Perplexity in a fresh incognito window — essential, because your past conversations flatter the result — and ask the way a traveller would: "best boutique hotel near [your area]", not your hotel's name. What comes back is what a cold prospect sees. Then ask about your property directly and check what the engine believes: accurate, outdated, or absent. One check is a snapshot; the answers change weekly, so the real discipline is repeating it on a schedule.

The walkthrough

Most hotels who "checked ChatGPT once" got a misleading answer. Here's how to get a true reading, start to finish:

Set up a clean test

AI engines personalise. If you've been chatting with ChatGPT about your own hotel, it already knows your vibe — and it will flatter you. Great for the ego, useless for strategy. A fresh incognito session, logged out where possible, shows you what a stranger sees.

In practice — New incognito window every single time. No exceptions — a biased test is worse than no test.

Write your question set before you start

Don't improvise queries. Write down the 10 questions your ideal guests would actually ask: your location plus your positioning plus a guest type. "Best [category] hotel in [area] for [guest type]" — then variants for occasions, seasons and nearby landmarks.

In practice — Use the same questions verbatim every time you test — otherwise you can't compare results across weeks.

Run every question across all five engines

ChatGPT, Gemini, Claude and Perplexity each build answers differently and cite different sources. Being named on one and absent on three is common — and each gap has a different fix. Log who each engine names, in what order, with what description.

In practice — A simple spreadsheet works: question × engine, hotel names in the cells, date at the top.

Then ask about your hotel directly

After the cold questions, name your property and ask what the engine knows. You're checking for three failure states: absent entirely, described inaccurately, or recommended for the wrong guest. Each is a different problem with a different fix.

In practice — Note the exact wording the engine uses about you — that language reveals which sources it's reading.

Repeat on a schedule — the trend is the insight

Engines re-weigh sources continuously; competitors' press coverage shifts the answers under you. A single check tells you where you stood on a Tuesday. The pattern across weeks tells you whether anything you're doing is working.

In practice — Weekly is the right cadence. This exact process — ~50 buyer questions, five engines, every week, human-checked — is what The GEO Agency's Signal™ runs from £495/month.

How The GEO Agency fixes it — and keeps it fixed

AI answers change week to week, which is why a one-off audit decays the moment it ships. GEO for Travel tracks what the engines actually say about your hotel, continuously, and hands your team the plan:

Tracked live, weeklyYour hotel checked across ChatGPT, Gemini, Claude and Perplexity against ~50 real buyer questions for your market.
Every competitor namedEvery rival the engines recommend instead of you — named, counted, uncapped.
A brief on every gapEach missing answer becomes a content brief with a paste-ready prompt your team can ship the same day.
Human-checked, alwaysEvery report reviewed and signed off by a human before it reaches you — on every plan, from £495/month.

The questions that come next

What if the AI describes my hotel wrong?

That's a visibility state of its own — the engine knows you exist but has learned the wrong story, usually from OTA copy or stale third-party content. Fix the sources the engines read, starting with your own site and listings.

What if my hotel doesn't come up at all?

Then the engines can't verify you confidently enough to recommend you. The reasons and fixes are covered in our answer to "Why doesn't my hotel show up in ChatGPT?" — start there.

Do I really need to test all five engines?

Yes. They cite different sources and disagree constantly. Hotels regularly rank well on Perplexity (which reads the live web) while being absent from ChatGPT (which leans on training data and verification) — and vice versa.

Can I automate this instead?

Tools exist, but raw automation misses context — a machine doesn't know your comp set or your season. The GEO Agency runs the checks weekly with a human reviewing every report before it reaches you, on every plan.

From the Founder

“Everyone is selling tools. No one has the tool and thirty years of global brand expertise to deploy it. That’s the gap we built for.”

Thirty years inside global brands, watching every digital shift up close. This is the biggest one yet: AI decides the booking before your website loads. That needs someone who’s been in the room, not just a dashboard.

Ayse Durmush, Founder · The GEO Agency

Years inside global brands

Anthropic Claude Partner Network

Registered partner, verified by Anthropic

Claude Certified Architect

Certified on the engines we track

Keynote Speaker

AI business summits, the TravelTech Show, the London Business Show, business associations and Chelsea FC

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