How hoteliers can get ‘AI-ready’ for the festive season

It’s no secret that AI is transforming how hotels operate and engage guests. With major rollouts like Google’s AI Mode in the EU, hoteliers must understand how search and discovery are rapidly changing. For example, AI models now prioritise structured, factual and clear data over creative storytelling – making it crucial that your hotel website and content serve both human guests and machine-learning agents equally well. Additionally, AI agents tend to favour hotels based on price, star ratings and structured data, rather than images or creative descriptions. Below, I’ve shared some practical advice for holiday success, drawing on Net Affinity’s industry research and new trends.

Leveraging booking opportunities this Christmas

Booking demand for Christmas always rises early, often beginning in August, with a sharp uptick from mid autumn. To capitalise, ensure your holiday packages, festive activities and unique guest experiences are not only live but easily discoverable on your website. Highlight special events – such as Christmas dinners or holiday teas – in prominent, dedicated sections. This boosts direct bookings, as undecided guests are still searching for inspiration well into November. Use rate packages and early-bird offers to capture early demand, and ensure all festive content is updated and complete to stay visible in organic and AI-powered searches.

Authentic reviews and user-generated content

User-generated content (UGC), particularly authentic reviews, plays a huge role in AI-driven brand discovery. Large Language Models (LLMs), such as those used by search engines and travel platforms, prioritise genuine discussion and recent reviews over static marketing copy. Encourage happy guests to leave specific, honest feedback via follow-up emails, QR codes in rooms, or incentives. You should also monitor platforms commonly referenced by AI – like TripAdvisor, Reddit and Quora – and ensure your presence and product details are always up to date. Just remember to always respond to reviews clearly and promptly, whether positive or negative.

Refining content for AI visibility

Optimising content for AI means focusing on clarity, structure and verifiability. To achieve this, use clear headings, bullet points, FAQs and concise answers to long-tail questions. Avoid ambiguity and prioritise facts, credentials, recent statistics and guest quotes. It’s also important to keep author bios and expertise visible to signal authority. Ultimately, hoteliers need to be tailoring their website to meet both guest and algorithmic needs – structured content not only helps customers but ensures your hotel is easily parsed and recommended by digital agents.

Managing online brand reputation

A proactive approach to online reputation is now more vital than ever, as AI can amplify both positive and negative sentiment. Monitor all online discussions, respond strategically and promptly to reviews and maintain consistent messaging across platforms. I would also encourage hoteliers – if they haven’t done so already – to develop a clear crisis-management plan to address any unexpected negative attention quickly – before AI systems amplify misrepresentations. Lost visibility due to poor representation can mean missed opportunities, as users rely more and more on zero-click answers and AI summaries rather than deep-dives into individual websites.

Key takeaways for hoteliers preparing for the festive season

• Audit your website to ensure all festive packages, offers and event details are comprehensive and structured for both human visitors and AI crawlers.
• Start marketing Christmas packages early using dedicated landing pages, FAQs and guest testimonials focused on the festive experience.
• Encourage satisfied guests to leave reviews with a clear, easy process, and be transparent in responses to foster trust and authenticity.
• Regularly update all product and contact information on third-party platforms referenced by LLMs, including major review and travel forums.
• Monitor brand mentions and feedback continuously; set up alerts and protocols to address negative or inaccurate content swiftly.
• Use structured data markup on your website to enhance how your hotel appears in AI-powered search results.
• Invest in educational content that answers specific guest needs – such as nearby attractions and travel tips – which can help generate authoritative backlinks and signal expertise in your niche.

AI has moved from a future-ready concept to an immediate priority for the hospitality industry, especially in the high-stakes lead-up to Christmas. By responding early to booking demand, focusing on transparent and structured content and fostering genuine guest engagement, hotels can win favour with both guests and modern AI-powered systems.