BRAND VISIBILITY IN THE AI ERA
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, …
Ask three different AI assistants the same question: What are the best luxury resorts in the Maldives? You won’t get the same answer. Not just a different order - a different shortlist; different properties; different interpretations of what “best” even means. This is the visibility lottery. Visibility is no longer a position. It is a …
Continue reading "The Visibility Lottery: Why the Same Question Gets Different AI Answers"
Luxury brands no longer control the only story that shapes discovery. Learn why AI trusts verifiable proof across the open web, and what that means for visibility, PR and brand positioning.
Some luxury hotels are full, loved and commercially successful, yet still fail to appear in AI recommendations. Here’s why AI can’t clearly understand what makes them distinct.
I spent six months researching AI visibility tools with ScratchMM and co-authored this AI Visibility Buyer’s Guide, built with hands-on testing and founder insights, to help brands understand how AI assistants recommend them (and how to measure it).
Google's new AI features in Search can generate travel recommendations by collating information from various online sources rather than just big brands. This shifts the focus for hotels and travel brands to optimizing their presence in community-driven platforms to improve visibility in AI search.
The video explains how an AI Visibility Audit analyzes luxury hotel recommendations by platforms like ChatGPT. It highlights a luxury resort's 23% appearance rate in AI results, the role of trusted sources, the four-step audit process, and the concept of AI Engine Optimization (AEO), emphasizing its significance in driving bookings.
Authored for Scratch Marketing + Media, this framework outlines best practices for AI search optimisation, easily translated into action for luxury hotels to secure consistent visibility.
Caterer Middle East Magazine - Before they check your Instagram or Google Maps, today’s diners are asking tools like ChatGPT, Google Gemini or Siri: “Where can I get dinner with a sea view? What’s the best vegetarian place in Abu Dhabi?" Marta Warren gives a clear breakdown and practical advice on why AI matters to busy F&B teams.
A step-by-step 12-month PR plan to enhance hotel visibility in an AI-driven landscape. It involves auditing current AI mentions, targeting influential publications, securing impactful media coverage and refining strategies based on visibility metrics. The focus is on optimizing for AI recommendations to improve bookings and brand recognition.
This LinkedIn article emphasizes the evolving importance of public relations (PR) in luxury hospitality amidst AI's influence on guest decision-making. Hotel leaders dismissing PR as outdated overlook its critical role in shaping AI-generated responses. Highlighting the necessity for authoritative mentions in respected media, the article advocates for targeted PR strategies to enhance brand visibility and competitive edge.