Search has been changing for a while, but most of us didn't notice how much until recently. What used to mean scrolling through pages of results now means asking a question and getting a direct answer in seconds. For travelers, that's convenient. For hotel owners, it creates a problem that didn't exist before — the possibility of being completely invisible, not because your hotel ranks poorly, but because AI never mentions you at all.

Research by SE Ranking shows AI-driven traffic to websites grew seven times in a single year. McKinsey projects that by 2028, more people will use AI to search than traditional search engines. And in the Philippines, the 2025 e-Conomy SEA report by Google, Temasek, and Bain & Company found that Filipinos are three times more interested in AI tools than the global average. This isn't something on the horizon. It's already happening here faster than anywhere else in the region.

When a Guest Asks AI for a Hotel, It Only Shows Three. Are You One of Them?

Old-school Google had its problems — position one got most of the clicks, and anything past page one was basically ignored. But even a hotel buried on page two still showed up somewhere. A guest who kept scrolling could still find you.

AI search doesn't give guests that option. When someone asks ChatGPT or Google's AI Mode to recommend a hotel in Makati, they don't get a long list. They get three options, maybe five, and the AI picks them based on everything it's found about each property online — guest reviews, booking site listings, travel blogs, social media. About 60% of these searches end without the guest visiting any hotel website at all. The guest asks, gets an answer, and books — all without leaving the chat..

If your hotel isn't in those three recommendations, you're not on page two. You're just not there. The guest didn't compare you to a competitor and choose them instead. They never saw your name.

Semrush found that Google's AI summaries now appear in 30% of all searches, more than double the rate from early 2025. ChatGPT and Perplexity together reach over 420 million users every week. Each of those users is getting more comfortable with the idea that they don't need to search anymore — they can just ask.

Agoda and Booking.com Aren't Just Taking Commission Anymore — They're Controlling Who Gets Seen

This is the part that should frustrate independent hotel owners the most.

Research by Cloudbeds found that over 50% of the hotels AI recommends come straight from OTA listings — Agoda, Booking.com, Expedia. Another 25–30% come from Google Business profiles. Your own hotel website, even if it looks great and shows up well on Google, accounts for only 5–10% of what AI uses when deciding which hotels to mention.

A lot of hotel owners have spent years trying to reduce their reliance on OTAs. Building a proper website. Offering discounts for direct bookings. Running Google ads. All of it to avoid handing over 15–20% of every booking in commission. That effort still matters — but AI search has added a new problem. The same OTAs you've been trying to reduce dependence on are now the ones feeding information to the AI that decides who gets recommended.

You found a way around the commission. But they still control the introduction.

High Ratings Won't Save You If AI Never Recommends Your Hotel

Some people will tell you AI search is actually good for hotels because the guests it sends are more serious — more ready to book. Research shows that visitors coming from AI platforms book at rates up to 23 times higher than regular search traffic. That sounds like a win.

But it only helps the hotels that AI recommends in the first place. When AI narrows the options from fifteen hotels down to three, the ones left out don't get less traffic — they get nothing. A 23 times better conversion rate means very little if you're starting from zero visitors.

There's another uncomfortable truth here. NYU professor Max Starkov has pointed out that AI trusts guest reviews and third-party content more than hotel websites. A review a guest left on Google last month carries more weight in AI recommendations than anything written on your own homepage. The people and platforms you don't control have more say over your visibility than the ones you do.

Most Hotels Don't Know This Is Happening Yet. That's Actually Good News for You

McKinsey found that only 16% of businesses globally are tracking their AI search visibility. Most of your competitors haven't started paying attention to this yet.

That won't last long. Google is already working on tools that let guests complete a full hotel booking inside AI Mode without ever visiting a hotel website. ChatGPT has announced partnerships with Booking.com, Marriott, IHG, and Wyndham to make reservations directly through the chat. The decisions being made right now — by platforms, by AI companies, by early-moving hotels — will shape who gets visibility once this becomes how most guests search for accommodation.

In the Philippines, where adoption moves faster than most markets, waiting for things to settle before acting is the same as acting too late.

The Hotels That Will Be Fully Booked in 2027 Are Making Moves Right Now

The good news is that improving your AI visibility isn't complicated. Your Google Business profile, your review strategy, how your hotel is described across the internet — these are practical things you can work on now, before your competitors realize they need to.

We're offering a free AI visibility audit for Philippine hotel properties. We'll check whether your hotel comes up when guests ask AI for recommendations, identify what's helping or hurting your chances, and give you a clear picture of where to start.