Is Your Luxury Property
Invisible to AI Search?
ChatGPT, Perplexity, and Claude are recommending your competitors.
Here’s how to get cited instead.
Actionable insights delivered instantly.
Rigorous Research. Real Insights.
This white paper is based on:
15 confidential executive interviews
Exploring current business practices and commercial performance in luxury hospitality
8 in-depth quantitative interviews
With senior management from some of the leading properties and brands that took part in the study.
SEO and AI readiness audits
Findings based on analyzing digital visibility and preparedness for all properties plus their competitors.
Research conducted in partnership with Spotlight Communications
Luxury Properties audited as well as 2 -3 competitors
From 0 to 70 AI visibility scores out of 100
Prxceeded 50/100 AI Visibility Score.
What You’ll Learn in This White Paper
8 Critical Findings from 17 Property Audits
From “The Performance Paradox” to “The Architecture of Credibility” – discover why technical performance doesn’t guarantee AI visibility, and what actually does.
Real AI Visibility Scores & Benchmarks
See actual data from luxury properties scoring 0-70/100 on AI visibility. Learn why only 3 properties exceeded 50/100, and what they’re doing differently.
The Machine-Readable Credibility Framework
Understand how algorithms interpret trust, consistency, and authority when deciding which brands to surface in AI recommendations.
Why Editorial Coverage Outperforms SEO
Properties with 1,000+ monthly citations significantly outperform those with fewer than 100. Learn how PR has become performance marketing.
Comprehensive Recommendations Framework
Actionable strategies across content, technical infrastructure, PR integration, social media, and AI readiness—with specific KPIs and timeframes.
Senior Leader Insights & Attitudes
Exclusive viewpoints from 15 luxury hospitality leaders on current practices, challenges, and future expectations for AI-driven discovery.
3 Discoveries That Challenge
Everything You Know About Visibility
The Performance
Paradox
One property scored 85% on technical readiness but achieved only 14/100 AI visibility. Another with poor mobile performance hit 59-65/100 visibility. Why? Domain authority and media coverage matter more than site speed when AI platforms decide who to recommend.
Beautiful to Humans, Invisible to Algorithms
Most audited properties had stunning websites but lacked machine-readable content structure. Without structured data (schema markup), AI platforms can’t extract key details about amenities, awards, or unique differentiators—even when that information exists on your site.
The AI
Readiness Gap
Hotels are adopting AI for guest operations—predictive tools, sentiment analysis, concierge bots—but few apply that sophistication to content strategy. Properties investing millions in operational AI often lack the structured data needed for AI discovery.
Plus 5 more findings including ;
The Economy of Trust
Content, Not Clicks
The Architecture of Credibility
What the Research Reveals
“AI doesn’t read your ads, it reads your reputation. In AI-mediated discovery, reputation may be functioning as a form of performance marketing. AI discovery appears to be an earned medium, not a bought one.”
— Study participant quoted in “Invisible or Influential?”
The data backs this up: Properties with Authority Scores above 50 and 5,000+ referring domains consistently showed stronger AI visibility than those with better technical scores but fewer reputational signals.
