AI Is Quietly Changing How Guests Find Hotels
A short look at what’s happening — and how boutique hotels are adapting.
Why many hotels are seeing fewer direct bookings this year
Many boutique hotels along the Amalfi Coast have seen direct visits drop by up to 70 % since Google’s AI update earlier this year.
Over the past few months, even well-rated hotels have noticed fewer bookings coming straight from their website.
Nothing changed in their photos or reviews — what changed is how Google now shows results.
Its new AI decides what guests see first — and often, that means booking platforms appear before hotel websites.
What This Really Means
This isn’t a problem with your hotel — it’s a shift in how travellers discover places online.
In the AI era, visibility depends on how guests react to what they see: your photos, your videos, your story.
Hotels that capture real atmosphere and emotion are the ones Google and guests both remember.
The First Step: Cinematic Storytelling
We start by creating short cinematic stories that capture the feeling of your place —
elegant visuals that make guests stop scrolling and imagine themselves there.
This kind of content doesn’t just look good; it helps your hotel appear stronger everywhere online.
When travellers connect emotionally, visibility follows.
Building Full Visibility
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
Invitation / Soft Call to Action
We’re working with a few boutique hotels locally to help them adapt to this new AI era.
Would you like to see what this could look like for your property
[link to Calendly]