Your logo is invisible to AI.
Your story is what gets found.
If you think a logo or tagline is enough to drive bookings today, you are already behind. While you are debating brand colors, your competitor’s story is being surfaced by AI search and getting booked.
Why This Matters
Travel search behavior has changed.
Forty percent of travelers are already using AI-powered tools to plan their trips. This is not experimental. It is mainstream【web†source】.
Seventy-eight percent of travelers say generative AI tools are helpful for planning and in-destination experiences【web†source】.
Direct bookings are expected to keep growing, with forecasts suggesting they could overtake OTA bookings by 2030【web†source】.
If your website is not written in a way AI tools can read and recommend, you are invisible. Invisible means fewer direct bookings. Invisible means higher reliance on OTAs and higher commissions paid out.
The Workflow: From Logos to Stories
Step 1. Recognize What Changed
Guests are no longer typing “hotel Boston.” They are typing: “pet friendly hotel near the convention center with a rooftop bar.”
AI tools summarize the results instantly. Your site either gets surfaced, or it disappears.
Step 2. Answer Real Guest Questions
Create an FAQ page in natural language.
Example:
❓ Is breakfast included?
✅ Yes, every stay includes a hot breakfast buffet with fresh fruit, pastries, and cooked to order options.
Use this prompt to generate guest-friendly FAQs:
You are a hotel marketing writer.
Write 7 FAQs and answers for my hotel website in a friendly, guest-focused tone.
Rules:
- Use natural language, not keyword stuffing.
- Keep answers 20 to 40 words.
- Cover check-in and check-out times, parking, Wi-Fi, breakfast, and pet policy.
- Add 2 questions that highlight unique features, such as a rooftop bar, spa, or seasonal packages.
- Format as: ❓ Question / ✅ Answer.
- Write FAQs the way a guest would actually ask them in ChatGPT or Google AI. Step 3. Add Structured Data
Use Hotel, Room, and Review schema markup. Schema acts like subtitles for your website. It tells AI what you offer so it can show you in results.
Step 4. Refresh Your Seasonal Story
Guests search for what is timely. Right now that could mean leaf peeping guides, cider tastings, hiking maps, or ski weekends.
Use this prompt to generate story-driven seasonal copy:
You are a destination marketing storyteller.
Write a 200 word section for my hotel website that highlights seasonal experiences.
Guidelines:
- Focus on current seasonal activities such as fall foliage, cider tastings, hiking, or skiing.
- Write in descriptive, guest-focused language so readers can imagine themselves there.
- Avoid slogans. Use natural sentences.
- Answer what a traveler might search for, such as: “What nearby fall activities are available?” or “Are there seasonal dining or events?”
- End with a friendly invitation to book or learn more. Step 5. Write Stories, Not Slogans
❌ Escape to the Hills
✅ Cozy cabins with mountain views and nightly campfires
The Stakes
Every day your website is not AI-readable is another day you hand commission to OTAs. Direct bookings are money you control. OTA bookings are money you give away.
The difference between staying logo-focused and becoming story-focused is the difference between being invisible or being chosen.
Final Takeaway
Logos do not book rooms. Stories do.
Pick one FAQ and rewrite it in guest language. Add one seasonal story to your site. Ask your web team if your schema is in place.
Do that today and you are closer to being visible in AI search tomorrow.