For years, hotels have been told to “keep an eye on AI.” But in 2025, watching from the sidelines is no longer an option. We are now entering an era where AI is not just an experiment or a back-of-house tool. It’s becoming the way travellers search, compare, and book accommodation.

One of the clearest signals of this shift? OpenAI, the company behind ChatGPT, is building its own advertising infrastructure. That might sound like something only Silicon Valley cares about. For hotels, it’s a seismic signal. It means AI is being prepared for mass adoption, and once it hits scale, the way travellers discover, and book stays will look very different.

What does this mean for hotels, why it matters, and how to prepare so you’re not left behind.

OpenAI is currently expanding at an estimated 11–12% month over month. Even under conservative projections, this trajectory signals that mass adoption is here.

Start Level July 2025	Growth (MoM)	September 2025	Approx. Crossing Window
700 million	4%	767.12	Aug 2026
700 million	5%	771.75	May 2026
700 million	6%	786.52	Apr 2026
700 million	7%	801.43	Mar 2026
700 million	8%	816.48	Feb 2026
700 million	9%	839.30	Jan 2026
700 million	10%	847.00	Jan 2026
700 million	11%	862.47	Dec 2025
700 million	12%	878.08	Dec 2025

 

Hotels live and die on visibility. The constant battle is simple: do potential guests find you directly, or do they get funnelled into Online Travel Agencies (OTAs) like Booking.com or Expedia?

Here’s the emerging reality:

• AI will sit between travellers and your hotel. Instead of typing “hotels in Melbourne” into Google, a traveller might ask ChatGPT: “Where should I stay in Melbourne for a weekend with kids, near good restaurants?”
• AI won’t serve a list of 50 links. It will provide a handful of synthesised, curated answers. And unless your hotel is part of that small pool, you may not even be in the conversation.
• Advertising inside AI systems will shape visibility. If OpenAI is building its own ad infrastructure, you can expect sponsored results, preferred placements, and targeted recommendations.

That means the battle for visibility is about to move from search engines to answer engines.

For hotels, here’s why this development should set off strategic thinking.

1. AI adoption is heading mainstream When a platform invests millions into its own ad infrastructure, it isn’t experimenting, it’s preparing for scale. OpenAI isn’t building this for fun. They’re betting that hundreds of millions of users will rely on their AI for everyday tasks, including planning and booking travel.
2. Advertising will shape discovery
   Just as Google Ads and OTA placements changed how hotels are found online, AI-native ads will be the next battleground. Hotels that want visibility may have to compete for placement in a model’s curated answers.
3. Data and targeting will be sharper
   AI-driven ads won’t just be banners slapped on a page. They’ll be contextual, tailored to the traveller’s intent. If someone asks, “Best boutique hotels near Dublin with a spa and late check-out,” sponsored hotel placements could appear naturally within that response.
4. OTAs are likely to double down
   Booking.com, Expedia, and others won’t sit still. They will be early adopters of AI ad placements because they already spend billions on digital marketing. By moving quickly, hotels have a real chance to compete head-on with OTAs in AI search.

What are the real outcomes for hotels if AI adoption continues along this trajectory?

1. Direct bookings can grow in the AI era
   OTAs will always be quick to invest, but AI search opens a new window for hotels to take control. Instead of being crowded out, proactive hotels can carve out visibility where it matters most. With the right AEO strategy, this shift could mean more direct bookings and lower reliance on OTAs.
2. The marketing playbook has changed
   SEO and PPC won’t disappear, but the rules are shifting. SEO and PPC haven’t disappeared, but they no longer work the same way. Search is evolving into Answer Engine Optimisation (AEO). Hotels today need to optimise for how AI models like ChatGPT answer, not just how Google ranks. That means structured data, strong content signals, and participation in emerging AI-native ad platforms are now essential to stay visible.
3. Guest journeys are shorter than ever
   AI is rewriting the way travellers research and book. Instead of scrolling through pages of options, they’re getting curated shortlists. That means fewer random discovery moments and higher competition to appear in the top 3–5 AI-generated results. Visibility isn’t about being found eventually; it’s about being chosen instantly.
4. Reputation will matter even more
   AI models thrive on trust signals. Verified reviews, consistent brand presence, and clear content will determine whether your hotel is recommended. Hotels with weak or inconsistent reputations risk being invisible in AI-driven answers.

 

The best approach is to take proactive steps now:

1. Invest in Answer Engine Optimisation (AEO)
   Make sure your hotel website is structured, schema-marked, and AI-readable. The content on your site should directly answer traveller questions: “Does this hotel offer family suites?” or “Is there parking available?” The clearer your content, the more likely AI is to pull it into answers.
2. Strengthen your reputation signals
   Encourage verified reviews, publish guest stories, and make your brand values clear online. AI models lean on these signals when recommending hotels.
3. Watch AI advertising developments closely
   When OpenAI (or others) open their ad platforms, be ready to test early. Hotels that experiment first often get cheaper placements and better insights.
4. Double down on storytelling
   AI thrives on data, but travellers still buy based on emotion. Your job is to make sure the AI sees you as relevant and that human travellers see you as irresistible. Content that blends facts with personality will stand out both to machines and people.
5. Partner with the Leaders in Hotel AEO
   AI optimisation isn’t just another marketing tactic, it’s the future of hotel visibility. HyperHotels is leading the charge in Answer Engine Optimisation (AEO) and AI Search, built specifically for the hospitality industry. By partnering with us, hotels gain first-mover advantage, staying ahead of OTAs and ensuring their direct booking strategy is future-proof.

This is about recognising the wave that’s coming. Just as mobile bookings, Google Ads, and OTAs reshaped the industry, AI will do the same.

The hotels that thrive will be the ones who:

• Adapt early.
• Protect their direct booking channels.
• Invest in visibility where travellers are looking (and asking).
• Balance automation with authenticity.

Mass adoption of AI is no longer a “what if.” OpenAI building its own ad infrastructure tells us it’s a “when.” For hotels, the key is making sure that when guests ask their AI assistant, “Where should I stay?” — your property isn’t left out of the conversation.

With 20+ years in hospitality of all facets, including F&B, hotels, to a refined focus on hospitality digital marketing.