AI Authority · Luxury Hospitality & Travel · Since 2019
Your brand is beautiful.
But does AI recommend you?
The AI Authority agency for luxury brands, hotels and travel
Make Lemonade is an AI Authority agency for luxury brands, hotels and travel businesses, founded in 2019. We help desirable brands become discovered, understood, trusted and recommended in AI search, using Signal Noir™ intelligence and working alongside your existing teams.
We don’t sell AI visibility. We help you build the authority that creates it.
From our research
AI search favours reputation over fast or visually impressive websites.
A core finding from Invisible or Influential? Brand Discovery in the Age of AI Search
Co-authored by Make Lemonade and Spotlight Communications.
Our philosophy
AI is not another
marketing channel.
We believe AI is best understood as a force multiplier. When done properly, it makes everything you’re already doing work harder.
- The PR coverage you’ve earned.
- The stories you’ve published.
- The website you’ve invested in.
- The partnerships you’ve built.
- The reputation you’ve spent years creating.
Our role is to help you extract more value from the work you’re already doing.
“The connective layer between reputation, discoverability and recommendation.”
Our proprietary methodology
Signal Noir™:
the intelligence behind AI Authority.
Our proprietary platform tests how AI platforms answer your guests’ real questions. It shows whether you appear, how you are described, whether you are recommended, who is named instead and which sources shape those answers.
The output is not a score. It is a plan.
Fix
Technical, structural and accuracy issues.
Create
New content where AI finds gaps.
Strengthen
Existing pages, internal links and schema.
Influence
Publications, placements and third-party sources.
Where would you like to start?
Every client journey begins with the same question:
how does AI currently see my brand?
Step 1 · 2 to 3 weeks
AI Authority Snapshot
How AI sees your brand today, and why. Built on Signal Noir™. No jargon. No obligation.
Start hereStep 2 · The plan
AI Authority Roadmap
What to fix, create, strengthen and influence, in what order, and which of your teams or agencies should own each action.
Learn moreStep 3 · Six months
AI Authority Programme
We implement the Roadmap alongside your teams, monitor movement monthly with Signal Noir™ and report quarterly to leadership.
Learn moreWhat we do
We don’t replace your PR or your agency.
We make everything they do work harder.
Your PR, content, SEO and brand teams already create the signals AI relies on. Signal Noir shows which are working, which are missing and which sources AI trusts instead. We turn that into clear priorities your teams can act on, so effort goes where it changes what AI says, not into duplicate work.
It isn’t a bolt-on, and it isn’t one-and-done.
- MeasureSignal Noir tests how AI platforms answer your guests’ questions.
- UnderstandThe sources, competitors and narrative behind each answer.
- BuildOwned content, site structure, schema, internal linking and search fixes.
- InfluencePlacement priorities and third-party citations, with your PR team.
- MonitorWe track what moves and adjust.
For agencies
Be the agency that brings this to the table.
AI search is already changing how your clients’ campaigns perform. We work with PR, media and communications agencies to get your team up to speed, build your own AI Authority, and offer Signal Noir™ intelligence to your clients, white-label or through a referred engagement. The client relationship stays yours.
Find out how“The agencies winning new business right now are the ones who walked into the room already talking about AI. The ones who weren’t are still explaining why it matters.”
Client perspectives
What luxury hospitality leaders say about working with us
“The value of the audit was in its objectivity and usability. It didn’t try to ‘sell’ AI to a digitally mature team. Instead it surfaced blind spots in topic coverage and AI discovery with clear evidence and sensible recommendations. It’s a piece of work we can genuinely build from.”
“What I valued most was how the audit prompted better questions internally. It didn’t just highlight gaps. It explained why they exist and what to prioritise first. That clarity made the next steps around content restructuring and authority-building feel manageable rather than daunting.”
“The initial benchmarking report on Mas d’en Bruno was genuinely eye-opening. It clearly showed how even a highly awarded property can remain vulnerable in AI-driven discovery. The value was immediate, which is why we commissioned a second report for another group hotel.”
Free research
The research behind AI Authority
In partnership with Spotlight Communications, Make Lemonade analysed how luxury and hospitality brands appear in AI search, and why so many quietly disappear. Download the whitepaper free.
Download the WhitepaperStart With Visibility
Download Your Free AI Search Checklist
35 actionable steps to improve your visibility on ChatGPT, Claude, Perplexity and other LLMs.
Ready to talk?
Your reputation is your greatest asset.
Let’s make sure AI knows it.
“We don’t just optimise for search. We optimise for significance.”
Whether you’re a brand wondering how AI sees you or an agency looking to offer this to clients, start with a call. Leave with clarity.
Latest thinking
The Squeeze
AI Authority insight for luxury travel, distilled into clarity.
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Google Has Started Booking Hotels Through AI. What It Means for Independent and Luxury Properties.
Read more →: Google Has Started Booking Hotels Through AI. What It Means for Independent and Luxury Properties. -
AI Mentions vs Citations: What’s the Difference?
Read more →: AI Mentions vs Citations: What’s the Difference? -
AI Traffic Conversion: Is Your Hotel Site Ready
Read more →: AI Traffic Conversion: Is Your Hotel Site Ready