An AI assistant doesn't visit your hotel. It doesn't smell breakfast, see the view from the balcony or meet Anna at reception. It only knows what it finds written online. And if what it finds is vague ("welcoming property in a strategic location"), it has nothing to go on to recommend you to people looking for exactly what you offer.
In this article we look at what information to publish to help AI assistants understand your hotel, and where to publish it. The good news: it's the same information your guests need.
The principle: explicit beats implicit
Human guests can infer. AI can't. Write things directly:
- ❌ "Close to everything"
- ✅ "80 metres from the beach, 600 metres from the old town and 1.5 km from Rimini station"
- ❌ "Ideal for everyone"
- ✅ "Designed for families with children: rooms for up to 5, kids' menu, pool with shallow area, free cots and high chairs"
The information checklist
Identity and location
- exact name, category (three-star hotel, family-run hotel…), year opened or taken over;
- full address, area or neighbourhood;
- precise distances to main points of interest, station, airport, trade fair, beach, ski lifts;
- how to get there by car, train, plane.
Who it's for
- main target guests (families, couples, business travellers, cyclists, sports groups, guests with pets);
- what you offer each of these groups;
- who, honestly, it isn't ideal for (e.g. "we have no lift").
Rooms
- types, square metres, maximum occupancy, beds;
- features (air conditioning, balcony, view, bathroom);
- accessibility.
Amenities
- breakfast (times, type, options for intolerances);
- restaurant, half board, bar;
- parking (where, how many spaces, cost, booking);
- pool, spa, gym, bikes, partner beach;
- pets (sizes, costs, rules);
- Wi-Fi, meeting room, shuttle.
Rules and conditions
- check-in and check-out times;
- cancellation and payment terms;
- city tax;
- policies for children and extra beds.
Opening period
- if you're seasonal, when you open and close: often-missing information that causes errors in AI answers.
Where to publish it
- On your website: dedicated pages (rooms, amenities, location, FAQs), in real text — not only in images or PDFs.
- In your website's structured data (schema.org for lodging businesses), consistent with visible text.
- On your Google profile: attributes, photos, check-in/out times.
- On the OTAs: complete, aligned descriptions and amenities.
- On other portals (Tripadvisor, local tourism portals).
Google notes that its AI features don't require special markup: what counts is useful content, indexable pages and structured data consistent with what's visible.
A format that works: FAQs
Questions and answers are perfect for both guests and AI systems, because they link a precise question to a precise answer. "Do you have parking? Yes: a private, fenced car park with 20 spaces, €10 a day, bookable in advance." See FAQs on your hotel website: which guest questions deserve an answer.
Update and stay consistent
Old information (the pool closed two years ago, the restaurant that no longer exists) is worse than missing information, because AI will repeat it confidently. Whenever something changes, update every channel. See how to keep hotel information consistent across website, OTAs and maps.
Frequently asked questions
Should I write different copy "for AI" and "for guests"?
No. Write clear, complete, specific copy for guests: it's exactly what helps AI too.
Is structured data essential?
It isn't a requirement to appear, but it helps engines interpret information correctly. It must always reflect what's visible on the page.
Do reviews matter to AI assistants?
Yes — many assistants take into account reviews and opinions published online. Detailed reviews help them understand who your hotel suits.
Want AI to describe your hotel correctly?
With our free marketing audit we check which information is missing or inconsistent across your website, Google profile and OTAs, and help you make it clear for guests and AI assistants.
Sources: Google Search Central – AI features and your website.
