AI Visibility in Hospitality: What 3,600 AI Responses and 1,337 Website Audits Reveal

How AI models recommend accommodation is no longer a future scenario. Information-seeking queries already account for nearly 50% of all ChatGPT conversations. There are no blue links. The AI either recommends your property or it doesn't.

Between August 2025 and February 2026, Nokumo Research conducted two original studies to find out what determines whether AI recommends your property — and whether your website is ready for the answer.

Selected Findings

Booking.com appeared in 95.3% of all queries tested — capturing 1 in 7 of all AI-cited URLs.

Only 5.7% of accommodation websites were detected by any AI model. The other 94.3% are invisible.

The language you search in changes what AI recommends. Croatian-language queries produce up to 10 percentage points more OTA dependency than German — even for Austrian hotels.

What separates AI-visible properties from invisible ones isn't what the industry expects. Clean URLs and trust signals have 2–3x the impact of schema markup.

77.1% of accommodation websites have no booking engine. The average property operates at 38.1 out of 100 on digital readiness.

The full report covers the complete dataset, country-specific breakdowns, the intent × provider matrix, a self-assessment scorecard, a 90-day action plan, and expert contributions from four industry specialists.

AI Visibility in Hospitality: What 3,600 AI Responses and 1,337 Website Audits Reveal

Selected Findings

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