Chain hotel websites are losing ground to AI-powered tools like ChatGPT and Google Gemini. These AIs summarize hotel options instantly, cutting out the need to click through dozens of brand.com sites.
Chain hotels make up 72% of U.S. room inventory, and their structured websites should theoretically help AI pull info on amenities, loyalty perks, and rates easily. But the search game has changed—travel queries are now deeper and more conversational.
Searches like “boutique hotels in NYC” have evolved into detailed questions about design, arts programming, and rooftop bars. Chain hotel sites with shallow content can’t keep up. AI favors original, story-driven content. 
Boutique and independent hotels—just 28% of U.S. hotels—are better positioned. Their websites often act like blogs, packed with fresh content on unique experiences like DJ lineups, tarot readings, and exclusive pop-up restaurants.
That kind of storytelling feeds AI what it needs to recommend hotels in nuanced, context-rich search results. Examples include chef-curated itineraries, artist profiles, and seasonal travel guides tied to hotel offerings.
Curacity, a demand creation platform for travel brands, explains this is a huge opportunity for hotels that publish distinctive content:
“AI isn’t signaling the death of hotel websites universally, but it has reshaped their utility. Chain-branded sites (or any site with shallow content) risk getting bypassed by AI summaries and seeing a significant decline in organic search traffic. Meanwhile, properties that publish distinctive content have the potential to enjoy more visibility than ever before.”
Curacity also offers expert travel publisher advice at Curacity Skift Partner Campaign 2025.
More than 70% of hotel websites fail to meet traveler needs. The ones that focus on rich, engaging content can expect to capture more bookings as AI continues to reshape travel search.
Learn more about Curacity’s platform and data-driven marketing at curacity.com.
