AI Is Quietly Changing How Guests Find Hotels

Here’s how boutique hotels are adapting.

A quiet shift — fewer direct bookings, same quality hotels

Since early 2025, Google’s new AI system has changed how hotels appear online.
Across the Amalfi Coast, even well-rated properties have seen up to 60–70 % fewer direct bookings as Google now favours booking platforms first.

Many hotels saw a step-down in website traffic since Google’s AI changes:

It’s not your hotel — it’s visibility.

Guests still love your property.
They’re just finding you through someone else first.

How Hotels Are Adapting

🎬 Cinematic Visuals — short storytelling films and refined photography that stop guests mid-scroll (see Villa Fiorentino video example)
📈 Smarter Campaigns — Google & Meta ads that drive direct bookings instead of platform clicks.
🌍 Visibility Refinement — subtle online tweaks that strengthen your presence and trust everywhere.

Typical Results (2–3 Months)

✅ +25–40 % more direct website visits
✅ Lower reliance on Booking.com and Expedia
✅ Higher visibility on Google and social media

See What This Could Look Like for Your Property

We’re working with a few boutique hotels locally to help them adapt to the new AI era.
Would you like to see what this approach would look like for your property?