My June column for PRmoment MENA looks at a growing challenge for Dubai’s luxury hotel sector: how to stay visible when more travellers are using AI tools to research, compare and shortlist where to stay.
The article argues that summer is not a quiet period for hotel PR teams. For UK travellers planning October half-term, winter sun and festive breaks, the decision journey is already beginning. Increasingly, that journey starts not on a hotel website or even an OTA, but inside an AI prompt.
That changes the brief for PR agencies with hotel clients. Visibility is no longer shaped only by beautiful campaigns, press trips or seasonal coverage. AI assistants are drawing on a wider evidence layer, including OTAs, Google Business Profiles, reviews, earned media, brand websites and structured proof points.
The piece sets out why agencies should use this window to test what AI currently says about their hotel clients, identify where the gaps are and align the content, media and trust signals that help shape stronger recommendations.
At its heart, the article makes a simple point: September is when travellers arrive. It is not when they decide.
Read the full article on PRmoment MENA:
What PR agencies with hotel clients should be doing this summer