AI visibility strategist · Luxury hospitality
When guests ask AI where to stay, your brand needs to be the answer.
I’m Marta Warren, an independent AI visibility strategist specialising in luxury hospitality. I build and run ready-to-sell AI search services for PR agencies, and work with hotel brands and in-house teams on audits, advisory and workshops.
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Trusted by
Hue & Cry · ScratchMM · Virgin Limited Edition
84%
84% of AI citations come from earned media, according to Muck Rack’s analysis of more than 25 million citations.
Why AI search is a comms problem
AI visibility is a PR job: AI reads coverage before it reads your website.
When AI decides what to say about a hotel, it reads coverage, reviews and third-party sources far more than the hotel’s own website. That makes PR, not SEO, the strongest lever for AI visibility, whether you lead communications in-house or run the agency behind them.
How I help
AI visibility services for PR agencies and luxury hotel brands
Marta Warren brings twenty years in luxury hospitality marketing to AI visibility, so every recommendation protects what a luxury brand has spent years building: its tone, its look and its story.
i.
AI Search Service Partnership for Agencies
A ready-to-sell AI visibility service for PR agencies, built and run end to end by Marta Warren. The agency keeps the client; I do the work and present the findings alongside its team. No unreadable dashboards, just recommendations that go straight into the PR scope. Already running with Hue & Cry.
ii.
Mastering PR in the AI Era
Marta Warren’s practical workshops and masterclasses show agency and in-house teams how AI is changing discovery, reputation and recommendation. Delivered for Virgin Limited Edition, Carousel PR and Hue & Cry.
iii.
AI Visibility Audits
Run before a launch or repositioning, an audit becomes market intelligence: who owns the space you want, which sources shape AI’s answers and how far today’s story is from the one you want to tell. Delivered for Hue & Cry’s luxury hospitality clients.
iv.
Strategic AI Visibility Advisory
Marta Warren provides ongoing senior support to turn AI visibility findings into action across PR, content, website copy, messaging and third-party signals: what to fix first, who owns it and how to keep improving.
Case study · A London lifestyle hotel
What an AI visibility audit revealed
A design-led London hotel wanted to know whether AI recommends it to guests who have not heard of it yet. We asked ChatGPT and Google AI Overviews 100 questions real guests ask, none of them naming the hotel. The answers showed where it was really competing and what its PR should do next.
58% vs 16%
In the audit, AI recommended the design-led London hotel in 58% of answers about its neighbourhood, but in just 16% of answers about style, food and culture, the things its brand is built on. It owned its postcode, not its category.
1 in 10
Of the 4,800 pages ChatGPT and Google AI Overviews cited for the London hotel, only 1 in 10 was used by both. Google read reviews and social; ChatGPT read the editors. One media plan could not win both.
<2%
Fewer than 2% of the sources AI cited for the London hotel came from its own website. Its story was told almost entirely by press, reviews and social, which makes AI visibility PR’s territory.
Why strong brands still get missed by AI
It is rarely the brand that is weak. It is the signals.
Strong brands get missed by AI when their three truths don’t match. Every brand has an intended truth (what it means to say), a published truth (what exists across its site, coverage and reviews) and an extracted truth (what AI repeats to guests). When they don’t match, AI fills the gaps with what it can verify, and that is often a competitor.
The first truth
Intended
What the brand means to say about itself.
The second truth
Published
What it has put out, across its own site, coverage and reviews.
The third truth
Extracted
What AI takes away, and repeats to every guest who asks.
My work closes the gap between the intended, published and extracted brand, so AI recognises, trusts and recommends it.
About Marta Warren
Twenty years in luxury hospitality. Now translating it for AI.
I’m Marta Warren. I spent twenty years launching and marketing luxury hotels, restaurants and spas for Shangri-La, W Hotels, Taj and Starwood across the UK, Europe and the Middle East. I then moved into B2B tech marketing with Boston-based ScratchMM, where I learned GEO (Generative Engine Optimisation) by helping launch and grow the agency’s AI Search Optimisation service.
Most AI visibility specialists come from either luxury brand marketing or tech and search. I bridge both: I know how to protect the tone of a luxury brand and translate it into the clear, verifiable signals AI systems trust. Monthly columnist for PRmoment MENA.
Insights
Notes on AI visibility
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