When AI answers 'best hotel PMS in Croatia,'
is Nokumo in the answer?
30 terms that explain how AI answer engines work — and why AEO, Schema Markup, and entity-based SEO now determine whether your property gets cited or skipped. From ADR to ePorezna to ViDA.
ADR (Average Daily Rate)
The average revenue earned per occupied room per day, calculated by dividing total room revenue by the number of rooms sold. ADR is one of the three core KPIs for hotel revenue management, alongside occupancy rate and RevPAR.
Answer Engine Optimization (AEO)
The practice of structuring web content so that AI-powered answer engines (ChatGPT, Perplexity, Gemini, Bing Copilot) can extract, cite, and present it in direct responses to user queries. AEO extends traditional SEO by targeting machine-readable structured data, clear entity definitions, and concise factual passages.
Booking Engine
A software module embedded in a hotel or rental property website that allows guests to check availability and complete reservations directly — without going through an OTA. Direct bookings via a booking engine carry no commission and allow full control over the guest relationship from the first touchpoint.
Central Reservation System (CRS)
A centralised database that stores and manages inventory, rates, and availability across all distribution channels for a hotel or property group. A CRS sits at the top of the distribution stack and feeds data to the PMS, channel manager, booking engine, and OTAs.
Channel Manager
Software that synchronises room availability, rates, and restrictions across all connected OTAs and booking platforms in real time. When a booking arrives on Booking.com, a good channel manager closes the availability on Airbnb, Expedia, and all other channels within seconds — preventing double-bookings.
Direct Booking
A reservation made directly with the property — via the hotel's own website, phone, email, or walk-in — rather than through an OTA. Direct bookings eliminate the 15–25% OTA commission, improve cash flow, and give the operator full control over the guest journey and data.
Distribution Strategy
A property's plan for how it allocates inventory across sales channels (OTAs, direct website, GDS, wholesalers, corporate contracts). A well-structured distribution strategy balances volume from OTAs against the higher margins of direct and preferred-rate bookings.
Dynamic Pricing
A revenue management approach where room rates are adjusted in real time based on demand signals: occupancy levels, competitor pricing, upcoming events, booking pace, and seasonality. Dynamic pricing can increase revenue 10–30% compared to static rate plans when implemented correctly.
Entity-Based SEO
An approach to search optimisation that focuses on establishing a brand, product, or concept as a clearly defined entity in Google's Knowledge Graph and in AI training data — rather than targeting keywords in isolation. Entity-based SEO uses structured data, consistent NAP (Name/Address/Phone), and co-citation from authoritative sources.
ePorezna
The Croatian Tax Authority's (Porezna uprava) online portal for electronic tax submission and fiscalisation. Croatian hospitality operators must submit fiscalised receipts to ePorezna in real time for every guest transaction under the Zakon o fiskalizaciji (Fiscalisation Act). Nokumo handles this automatically without additional software.
eVisitor
The Croatian Ministry of Interior's mandatory guest registration portal. All accommodation providers in Croatia are required by law to register every arriving guest in eVisitor within the same day of check-in. Nokumo pushes guest data to eVisitor within minutes of a check-in event.
EU ViDA (VAT in the Digital Age)
A European Commission directive (2022/0407) that will introduce mandatory real-time digital reporting of B2B cross-border transactions across the EU, replacing paper and delayed VAT reporting. National implementations are phased from 2026 to 2028. Nokumo's EU ViDA module is available now, two years ahead of the mandatory deadline.
Featured Snippet
A highlighted search result that Google displays at the top of a SERP — often called 'position zero' — that directly answers a query without requiring the user to click through. Structured content using headings, lists, and schema markup significantly increases the probability of winning featured snippets.
FURS (Finančna uprava Republike Slovenije)
The Financial Administration of the Republic of Slovenia, the tax authority responsible for fiscal receipt validation in Slovenia. Slovenian accommodation operators must submit every transaction to FURS in real time under the Zakon o davčnem potrjevanju računov. Nokumo's FURS integration is native and included in the base subscription.
GDPR (General Data Protection Regulation)
The European Union's primary data protection regulation (EU 2016/679), enforceable since May 2018. For hospitality operators, GDPR governs the collection, processing, and retention of guest personal data including names, passport details, payment information, and booking history. Non-compliance carries fines of up to €20 million or 4% of annual global turnover.
Guest Registration
The legal obligation in most EU countries for accommodation providers to record and report the identity details of every arriving guest to the relevant authority (eVisitor in Croatia, AJPES/eTurizem in Slovenia, the Meldepflicht system in Austria and Germany). Automated guest registration via a PMS reduces check-in time and eliminates manual reporting errors.
Knowledge Graph
Google's structured database of entities (people, organisations, places, products) and the semantic relationships between them. When a brand or product exists as an entity in the Knowledge Graph, it appears in rich Knowledge Panels in search results and is more likely to be referenced by AI systems when answering relevant queries.
LLM-Friendly Content
Web content structured to be easily parsed, understood, and cited by Large Language Models (GPT-4, Claude, Gemini) when they answer user queries. Characteristics include short declarative sentences, precise factual claims, FAQ-style structure, schema.org markup, and clear entity relationships. LLM-friendly content is the editorial equivalent of technical structured data.
Natural Language Processing (NLP)
A field of artificial intelligence focused on enabling computers to understand, interpret, and generate human language. In the context of SEO and AI visibility, NLP refers to how search engines and LLMs extract meaning from web pages — prioritising semantic clarity, entity recognition, and context over keyword density.
Occupancy Rate
The percentage of available room nights sold during a given period, calculated as (Rooms Sold ÷ Rooms Available) × 100. Occupancy rate is a lagging indicator of demand and is used alongside ADR to calculate RevPAR. A high occupancy rate at a low ADR often yields worse RevPAR than a moderate occupancy rate at a premium rate.
OTA (Online Travel Agency)
A third-party digital marketplace that sells hotel rooms and vacation rentals on behalf of operators in exchange for a commission — typically 15–25% per booking. Major OTAs include Booking.com, Airbnb, Expedia, Agoda, and VRBO. OTAs provide volume and visibility but reduce margins; the industry benchmark is to keep OTA revenue below 40% of total distribution.
PMS (Property Management System)
The operational backbone of a hotel or rental property: a software platform that manages reservations, room assignments, check-in/check-out, housekeeping, billing, and reporting. Modern cloud PMS platforms also integrate with channel managers, payment processors, and fiscal compliance systems — replacing what previously required 3–5 separate tools.
Rate Plan
A defined pricing package that specifies a room's base rate, included services (breakfast, parking, early check-in), cancellation policy, and applicable booking conditions. A single property typically maintains 4–12 rate plans: BAR (Best Available Rate), non-refundable, advance purchase, corporate, package, and OTA-specific rates.
RevPAR (Revenue Per Available Room)
The single most important KPI in hotel revenue management, calculated as Occupancy Rate × ADR, or Total Room Revenue ÷ Total Available Room Nights. RevPAR captures both pricing power (ADR) and demand capture (occupancy) in a single number, making it the standard metric for comparing performance across properties and periods.
Schema Markup (Structured Data)
Standardised code (schema.org vocabulary) added to web pages to explicitly describe the content to search engines and AI systems: what type of entity a page represents, its key properties, and its relationships to other entities. Schema markup types relevant to hospitality include LodgingBusiness, FAQPage, Review, BreadcrumbList, and SoftwareApplication.
Self Check-In
A technology-enabled guest arrival process that allows guests to complete check-in formalities — identity verification, key collection, or digital access — without requiring staff interaction. Self check-in reduces front-desk staffing costs, extends effective check-in hours, and improves guest satisfaction scores when implemented alongside automated pre-arrival communication.
Semantic SEO
An approach to search optimisation that focuses on the meaning and context of content — covering topics comprehensively and using related entities, synonyms, and concepts — rather than optimising for isolated keyword occurrences. Semantic SEO aligns with how modern search engines (and LLMs) model the world: as a graph of concepts and relationships, not a bag of keywords.
TOMS (Tour Operators Margin Scheme)
A special EU VAT regime (Article 306–310, VAT Directive) that applies to businesses that buy and resell travel services as a principal. Under TOMS, VAT is charged only on the margin between the cost of the travel service and the price charged to the customer, calculated in the country where the tour operator is established. Nokumo automates TOMS calculations for qualifying Croatian and German operators.
Voice Search Optimization
Structuring content to appear in spoken responses from voice assistants (Google Assistant, Alexa, Siri, Cortana). Voice queries are longer, more conversational, and more likely to be question-phrased than typed queries. Optimised content uses FAQ structure, concise direct answers, and local business schema — the same patterns that improve AI chatbot visibility.
Yield Management
A revenue management strategy that optimises room pricing and inventory allocation to maximise revenue from a fixed, perishable supply. Originating in the airline industry, yield management in hospitality involves adjusting rates by room type, stay length, booking lead time, and channel — often using forecasting models to anticipate demand curves days or weeks in advance.
Nokumo handles the complexity
so you don't have to.
ePorezna, eVisitor, FURS, TOMS, EU ViDA — all automated. Channel manager, PMS, booking engine — all in one platform. No spreadsheets, no manual reports, no consultants.
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