AI visibility strategist · Luxury hospitality
When guests ask AI where to stay, your brand needs to be the answer.
I’m 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%
of AI citations come from earned media. Muck Rack, analysis of more than 25 million citations.
Why AI search is a comms problem
AI reads the ground PR already owns.
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
Insight your team can act on
From someone who knows what a luxury brand needs protecting: its tone, its look and the story it has spent years building.
i.
AI Search Service Partnership for Agencies
A ready-to-sell AI visibility service, built and run end to end. You keep the client; I do the work and present the findings alongside you. No unreadable dashboards. Just recommendations that go straight into your PR scope. Already running with Hue & Cry.
ii.
Mastering PR in the AI Era
Practical workshops and masterclasses for agency and in-house teams on 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
Ongoing senior support to turn 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%
Asked about its neighbourhood, AI recommended the hotel in 58% of answers. Asked about style, food and culture, the things its brand is built on, just 16%. It owned its postcode, not its category.
1 in 10
Of the 4,800 pages ChatGPT and Google cited, 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 came from the hotel’s 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.
Every brand has three truths. 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 three, so AI recognises, trusts and recommends your brand.
About Marta Warren
Twenty years in luxury hospitality. Now translating it for AI.
Launching and marketing luxury hotels, restaurants and spas for Shangri-La, W Hotels, Taj and Starwood across the UK, Europe and the Middle East. Then 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 one world or the other. 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
Not sure where to start with AI search?
A 30-minute conversation about what AI search means for your brand or your clients, and how to act on it.