Dario Alfirević
Chief Researcher
Hospitality technology researcher and writer. Covers PMS trends, revenue management, and hotel software adoption across European markets.
Articles by Dario Alfirević
Austria: The Most Balanced AI Visibility Market in DACH
In our study of AI travel search across 5 countries, Austria consistently performs best on direct booking metrics. What are Austrian operators doing differently?
Croatia: The Most OTA-Dependent Market in AI Travel Search
Croatia has the highest OTA dependency and lowest direct booking score of any market in our study. We audited 540 Croatian accommodation websites — here is what we found.
The German Market Gap: From OTA Dependency to AI Readiness
Germany has the largest accommodation market in the DACH region. We audited 540 German websites. The picture is sobering — but the opportunity is enormous.
How Does AI Recommend Hotels? We Tested 450 Queries Across 4 Models
We tested 450 hospitality queries across ChatGPT, Gemini, Perplexity and Mistral. The result: 94.3% of accommodation websites are invisible to AI. Here is the full methodology and findings.
Slovenia: Small Market, Strong DMO Presence in AI Search
Slovenia is the smallest market in our study — 99 websites audited. But its destination marketing organisations punch well above their weight in AI travel search recommendations.
Switzerland: High STR Presence, Room to Improve
Switzerland sits in the middle of our five-country analysis — neither leading nor lagging across most dimensions, with notable strength in STR platform citation.
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