The goal of OTA1s has always been a one stop shop. Whatever ChatGPT-based travel planning toolkits they will have access to - Brand.com will also have, so the question is as it always has been, how to get Brand.com to stand out and entice guests enough to book directly. AI can have its shining moment here as well.

AI, particularly tools like BARD, can be an incredible asset for optimizing your keyword research. These tools can analyze vast amounts of data, including search trends, user behavior, and competitor strategies, to identify high-potential keywords. By leveraging AI, hotels can optimize their keyword strategies, target relevant keywords with high search volumes, and improve organic search visibility. 

AI plays a crucial role in voice search optimization. By analyzing voice search queries and understanding the conversational nature of voice searches, AI tools can provide insights into user intent and long-tail keyword usage. With this information, hotels can optimize their website content to align with voice search queries.

AI can assist in identifying and fixing technical errors on websites. AI tools can crawl websites and detect common technical issues such as broken links, duplicate content, and slow page load times, ensuring a smooth and error-free website user experience.

AI tools can analyze brand sentiment, monitor online mentions, and provide insights into customer perceptions. By targeting brand keywords effectively, marketers can ensure that hotel websites appear prominently in search results when users search for their brand name. This not only increases brand visibility, but also helps reputation management and driving targeted traffic to websites.

Using AI to make analysis and content creation more efficient is just one way to help improve brand.com and start to shift bookings. The OTA's have always had the ability to move quickly, adopt new ideas, and pivot to changing consumer preferences, simply because they have the budget and resources. AI starts to level that playing field to help hotels adapt, test, and evolve, but only if these tools are given the right guidance!