Our checklist to make your accommodation AI-friendly

As AI transforms how travellers search for and book accommodation, it is more important than ever to ensure your property stands out in AI-driven results. From voice assistants to smart search engines, today’s guests are relying on technology to find the perfect stay - often in seconds.

AI-powered search tools rely on structured data – information such as amenities, location, reviews and photos - to surface relevant results. Missing or outdated information can cause your accommodation to be overlooked, not just by travellers, but by the AI tool itself.

Our checklist will help you ensure your accommodation is AI-search friendly, so that you can boost visibility, attract more bookings and stay ahead in a rapidly evolving digital landscape.

1. Use clear, structured website content

AI-search tools rely on well-organised, readable content to understand and surface your property in search results.

• Use plain language to describe your rooms, amenities, location and services.

• Break content into sections with headings: Pet-Friendly Accommodation, Eat & Drink, Family Amenities, Explore Nearby Attractions.

• Include FAQs that answer common guest questions and provide a quick link that is easily found. These not only assist your guests in finding information, but AI-search tools will often pull directly from these.

• As an FYI, please be aware that any content that is sitting within trained AI Chat Bots cannot be found within AI searches.

2. Optimise your website content for conversation-based queries

While keywords still matter, long-tail key phrases dominate and are the foundation of effective SEO and AI search optimisation, with AI-search tools responding to natural language questions such as:

• “Where can I stay in the Barossa with kids?”

• “Find me pet-friendly accommodation near Newcastle”.

• “I’m looking for a 4-star hotel with vineyard views and a spa in Hawke’s Bay”.

Make sure your content is written to reflect these types of phrases: ensuring you are using them naturally in your website copy, blog posts and social media.

3. Keep your Google Business Profile updated

Ensure accurate, up-to-date information is visible to AI-powered search tools and potential guests -helping improve your property's visibility and credibility online.

• Add accurate descriptions, photos, amenities and opening hours.

• Encourage guests to leave detailed reviews that mention specific features such as “great for families”, “loved the outdoor firepit”, “the beach was within walking distance”.

• Regularly monitor and respond to guest reviews.

• Ensure you are consistently posting, promoting any events (if relevant) and uploading any special offers to your Google Business Profile.

4. Use Schema Markup (Structured Data)

This is a technical step, but one that is immensely powerful.

• Schema is a type of code that helps AI understand your content better: room types, pricing, location, check-in and check-out times etc.,

• The use of Schema code, complemented by your text-based descriptions, imagery and blogs  will make it easier for search tools to understand what your website is promoting and lead to better search results.

• Ask your web developer to implement a program like Hotel schema or LodgingBusiness schema on your site.

5. Create engaging content that provides answers to potential questions

The inclusion of blogs within your calendar of content will not only position you as a trusted source of information to future guests but will also assist AI-search tools to match your website to user questions and improve your visibility.

Some great topics for blogs include:

• Discover our favourite places for the perfect family day out.

• From check-in to chill: a day in the life of a guest.

• The ultimate weekend escape: spa, stay and dine.

• Seasonal menus that celebrate local producers.

• An outback love story.

• Our guide to planning a summer getaway: from weather hints, clothing tips and other essentials items to pack.

And don’t forget that the content that you are creating for one communication channel can be easily repurposed across your other owned channels: include your latest blog in your seasonal newsletter, promote it in a social media post and feature on your Google Business Profile.

6. Ensure your website is optimised for mobile and fast loading.

AI-search tools favour websites that are:

• Mobile-friendly

• Fast loading

• Secure (HTTPS)

You can use a tool such as Google PageSpeed Insights to check your website’s performance. And always ensure you are using the correctly sized imagery on your website: too large and it will slow down your website loading time.

7. Be active on social media

AI-powered search tools frequently pull content from online social platforms such as Instagram, Facebook and LinkedIn.

• Use consistent branding and hashtags.

• Tag your location and use descriptive captions.

• Monitor your social media channels, engage with your audience and share user-generated content.

8. Unlock the power of Reddit

Once seen merely as a social media platform, Reddit has evolved into something far more influential - surpassing Google in June this year to become the leading source destination for AI-generated searches.

• Identify the relevant subreddits for your accommodation experience and destination, and join the community: r/travel, r/hotels, r/askhotels etc.,

• Ensure transparency within your username - YourHotel_Official – which will assist in building trust.

• Monitor the types of questions that are asked and the answers that are upvoted or saved.

• Begin to engage authentically, not by directly promoting your business, but by providing answers to questions, share insights on your region and offer genuine advice.

Reddit is a goldmine of real, user-generated content that AI systems consider highly trustworthy. When participating in discussions, remember to always use your own words – don’t copy or generate responses with AI tools. Otherwise, your contributions may be disregarded or removed from the conversation.

9. Revisit your TripAdvisor listing

TripAdvisor is rapidly evolving from a traditional review platform into a key player in AI-driven travel discovery and is now being integrated into AI agents, generative search tools and personalised itinerary builders.

• Ensure all details, amenities and contact info are accurate and up to date.

• Upload a variety of professional, high-quality, photos and videos to highlight your property.

• Promote TripAdvisor as a review platform to your guests.

• Respond promptly and professionally to both positive and negative reviews to build trust and improve your search rankings.