Because hotel sites are not ready for the era of artificial intelligence

There are things that I repeat often, incoursesand in consultancy. One of these is:The problem is not that hotels are not online. The problem is that, in many cases,they are not legible. And I don't mean only for users. I mean by systems, for algorithms, for theTO THE.
In recent months, with the entry of increasingly advanced tools such as theTo the trip plannerof booking oOperatorOf Openai, it has become evident how fragile the digital presence of many accommodation facilities is. Not because they do not have a site, but because that site is not designed to befound, interpreted, valuedfrom a car.

I also talked about it even in this article:How the AI ​​will change reservations in tourism

Beautiful but invisible sites

It often happens: I visit a hotel site and is also well done, visually speaking. Good photos, coherent colors, a clean layout. Then I try to understand how much a room costs. Or how to book. Or if there is parking, if they accept animals, if there is a shuttle. And there begins the chaos. Scattered information, generic phrases, pdf files updated to 2021, hidden or too complicated booking engines.

The result? A user first returns to Booking or Google Hotel Search. And now they will also make them the same.

Because artificial intelligence is a paradigm change

Until yesterday we worked for SEO: Keyword, Meta Tag, content structure, interlinking. And all this is still important. But today a new level is added: the language of the AI. A vocal assistant, a conversational chatbot, an agent to as an operator does not navigate the site as a person does. The photos does not flow, it does not guess, you don't ask questions.

It needsClear data, structured information, legible content also from a technical point of view. If a site is confused for us, for a car it is completely opaque.
5 things that often lack (and that are needed immediately)

1. Visible and updated pricesNo lists in PDF or "write to us for a quote". It serves clarity, transparency, accessibility to data.
2. Legible and accessible booking engineIt must not be a separate transition or an external system that blocks the AI. Better an integrated, clean module, easily accessible even by voice devices.
3. Semantic and microformed dataAli also read the technical schemes (e.g. scheme.org). If you don't use them, you lose a huge possibility.
4. Contextualized and specific contentsIt is not enough to say "unforgettable experience". We must tell: where the hotel is located, what is around, what makes it special, for whom is it thought (families? Smart worker? Couples?).
5. Sleeping and intuitive structureEach page must have a clear function. Home, rooms, bathrooms, contacts, booking. Everything must be reachable in 1-2 clicks.

It is not necessary to redo everything, you need to rethink with lucidity

When I say these things, the most common reaction is: "And now do I have to redo everything from the end?". No. Almost never. In most cases it isreorganize, simplify, write better, readThe things that are already there.

Maybe a text must be broken in paragraphs, a price must be made more evident, a booking engine must be moved higher. And above all: everything goes checkedwith the eyes of the AI.

Who reads your content today?

At one time we would have said: the user. Today we have to say:the user and the machine. The user seeks emotion, reassurance, trust. The car seeks consistency, clarity, access to data. You have to write and designfor both. For those who choose and for those who suggest.

I see beautiful but invisible hotels

I often find careful structures, managed with passion, with real values, with beautiful stories to tell. But they are hidden online. Not because they don't invest. But because they don't have the right guide. There is no need to overdo it. There is a need forunderstand. And if needed, get help. Because Ai don't wait for you to be ready. And who is not legible, stop existing.
On my blog I often write about how to deal with digital change in tourism, without shortcuts but with vision. If you want to start from something concrete, you can start from here:www.annabruno.it
And if you want a hand to understand how to make your site more readable also for AI, I gladly offer you oneFree consultation. A first comparison can already make a difference.