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Create your “Authority Page” and become the source of truth for guests and algorithms 🧠🏨
Algorithms are becoming the first “guests” of your hotel: they scan your website, booking engine, Google, OTAs, and third-party sources; they summarize, interpret, and deduce who you are. If they find missing or inconsistent information, they still build a version of your identity—which risks becoming the one seen by the market. In an AI-driven scenario, clarity is not just marketing: it's a revenue strategy.
1) Why AI now “decides” who you are 🤖
Artificial Intelligence systems don't just read pages: they connect heterogeneous data (website, profiles, inventory, reviews) and deduce your positioning. If the content is old or contradictory, AI fills in the gaps with plausible assumptions... which then become your perceived identity. Correcting an incorrect classification (e.g., “family” instead of “adults-only”) is much more difficult than updating a website.
The Authority Page is the hotel's official identification file, designed for machines and people: it defines category, experience, services, audience, and differentiators in a structured and consistent format. It is the source of truth that allows AI to understand exactly who you are and who you are targeting, avoiding misunderstandings and dispersion. Hotels that invest in clarity see more targeted demand, better leads, and greater presence on AI-based platforms.
3) What happens when AI gets it wrong (and how to avoid it) ⚠️
Inconsistent content (misaligned text, different OTA listings, confusing positioning) leads models to incorrect conclusions that influence guests, booking platforms, and recommendations on a global scale. In an environment where AI shapes intentions and discoveries, clarity becomes a competitive advantage. An authoritative page with clear titles, explicit lists, concise descriptions, and audience definition eliminates ambiguity and brings order to signals.
Stable URL and well connected in the menu.
Essential intro: who you are, where you are, who you serve, what promise you offer.
Who you are for / who you are not for: ideal guests vs. non-ideal guests.
Structured services: room types, F&B, facilities, policies, in machine-readable lists.
Concept and positioning in simple language (design-oriented, family, wellness, adults-only...).
Factual differentiators (e.g., “300 m from the historic center,” “restaurant run by Chef...”).
Up-to-date key data: number of rooms, renovations, pet policy, check-in/out, parking.
Cross-channel consistency (OTA, Google Business, metasearch) and annual updates. Critical tip: make your official website your “source of truth” with complete data, high-quality visuals, and accurate descriptions; if you don't control it, external systems will.
Conversational search and AI summaries favor structured and reliable content: defined room types, stable rate parity, authentic images, and consistent storytelling. Visibility cannot be bought, it is earned through data quality. A clear identity increases the likelihood of being selected “upstream” when AI builds the shortlist.
📣 Want to write your Authority Page and secure your identity?
Let's work together to design the structure, content, and multichannel consistency to make you crystal clear in the eyes of AI (and irresistible to guests).
