In the past, your hotel’s online reviews helped you impress future guests. Today, they help you impress artificial intelligence — and that may matter even more.
From Google to ChatGPT and every travel assistant in between, AI platforms are becoming the new travel agents. They don’t just show information — they make suggestions. And one of the biggest factors that determines whether your hotel gets recommended or not?
AI Doesn’t Guess — It Trusts Data
When a traveler asks an AI-powered assistant something like:
“What are the best-rated hotels in Paphos under €150?”
“Show me boutique hotels with great service in Thessaloniki.”
“Which hotels near the beach have good reviews?”
AI platforms rely on real-time data to answer. That includes:
- Review scores from Google, Booking.com, TripAdvisor, etc.
- Sentiment analysis from guest comments
- Consistency of scores across all platforms
- Volume of reviews (more = more trust)
If your review score is lower than competitors — or inconsistent across channels — AI may leave your hotel out of the conversation entirely.
What Can Hotels Do?
- Focus on Review Quality and Quantity
- Encourage satisfied guests to leave reviews — especially on key platforms like Google and Booking.com.
- Respond Professionally
- AI also evaluates how you respond to negative (and positive) feedback. Timely, respectful responses boost trust signals.
- Monitor and Optimize
- Use HotelFeedback to track your scores, detect patterns, and identify areas for improvement.
- Align Across Platforms
- Make sure your reputation is consistent everywhere — one low score on a major OTA can damage your AI ranking.
In the AI-driven travel era, your review score isn’t just about reputation — it’s about reach. It decides whether you’re visible, whether you’re trusted, and ultimately, whether you’re booked.
Your reviews speak to guests. Now, they also speak to machines.
Make sure they’re saying the right things.