Is AI Changing the Way Guests Find Holiday Lets?

For years, if someone was looking for somewhere to stay, chances are they headed straight to Airbnb, Booking.com or Google. They might search for “holiday cottage in the Lake District”, browse a few options, check the reviews and then make a booking. But the way people search for travel is starting to change, and AI is becoming a bigger part of that journey.

Radisson Hotel Group has recently launched one of the first hotel group apps on ChatGPT, allowing travellers to discover more than 1,000 of its properties across over 100 countries through an AI conversation. Guests can ask for recommendations based on what they are looking for, compare options and view live rates before being directed to book.

It’s an interesting development for the hotel industry, but it’s also something holiday let, Airbnb hosts and B&B owners should be paying attention to.

Guests are searching in more ways than ever

The way we search for holidays has changed considerably over the last few years. Rather than simply typing “holiday cottage in the Lake District” into Google, a guest can now ask AI something much more specific, such as finding a family-friendly cottage with a hot tub, walks nearby and a good pub within walking distance.

That means the information you have online matters more than ever. Your property isn’t just competing on price, number of bedrooms or whether it has a hot tub. Guests are looking for somewhere that fits the kind of trip they want to have, and both Google and AI are becoming better at understanding those more detailed searches.

This is where having a strong online presence becomes really important. The more information you have available about your property, your location, your facilities and the experience you offer, the more opportunities there are for the right guests to find you.

Google still matters

While there is plenty of talk about AI search, don't make the mistake of thinking Google no longer matters. Google is still a huge part of how people research holidays, particularly when they're looking for something specific. Your website, Google Business Profile, reviews and the content you publish all contribute to how easily people can find your business.

And there's an important link between the two.

A strong website that clearly explains your property, location, facilities and the experiences available nearby isn't just useful for potential guests. It also gives search engines more information to understand your business and match it with relevant searches.

So, rather than thinking about Google and AI as completely separate things, I think it's more useful to look at the bigger picture: how easy is it for people to find your property online?

AI can only recommend what it can find

This is where I think independent accommodation owners need to start paying attention. If your property only exists on Airbnb and Booking.com, you could be limiting how easily potential guests can discover you outside those platforms.

That doesn't mean you should suddenly remove your property from the OTAs. They still have a huge role to play in getting your property in front of new guests, particularly when you're building bookings and visibility. But your property should exist beyond those platforms too.

Your website, social media, Google Business Profile, reviews, local content and other online mentions all help tell the story of your property. They give potential guests, and increasingly, search engines and AI tools, more information about where you are, what you offer and who your property is suited to.

If someone asks Google or ChatGPT to find them a romantic weekend away in your area, you want there to be enough information online for your property to be considered.

This isn't about leaving Airbnb

I talk a lot about reducing reliance on Airbnb and Booking.com, but that doesn't mean I'm anti-OTA. The aim should be to create a business where the OTAs are one part of your marketing strategy, rather than your entire marketing strategy.

Your own website gives you somewhere to send people who discover you through Google, social media, recommendations or other channels. Your social media gives potential guests a chance to see the experience for themselves. Your email list allows you to stay connected with previous guests, while good SEO helps you appear when people are actively searching for somewhere to stay.

The stronger all of these pieces become, the less dependent you are on one platform deciding who sees your property.

Your online presence matters more than ever

We don't know exactly how AI will change travel search over the next few years, but we can already see the direction things are moving in.

Google isn't going anywhere, but alongside traditional search we're now seeing people use AI to ask much more detailed questions and get personalised recommendations. Large hotel groups are already investing in this, which gives us a pretty good indication of where the industry is heading.

For holiday lets, B&Bs and independent accommodation providers, I think this is a good reason to look at your online presence now rather than waiting until the way people search has completely changed.

Does your website clearly explain what makes your property different? Do you talk about the local area and the experiences guests can have? Are you answering the questions people ask before booking? Is your Google Business Profile up to date? Do your social channels show what staying with you actually feels like?

All of this helps build a stronger picture of your business online.

Building a business beyond Airbnb

This is exactly why I created the OTA Exit Strategy.

It's not about removing Airbnb and Booking.com from your business strategy. It's about helping you build something alongside them, so you can increase direct bookings, strengthen your brand and have more control over how guests find and interact with your property. Because ultimately, I don't want guests to remember that they stayed somewhere they found on Airbnb.

The OTAs can be part of how they discover you, but your brand, your website, your Google presence and your own marketing should give them a reason to come back and book with you directly next time.

As the way we search for travel continues to evolve, one thing is becoming increasingly important: be visible where your potential guests are searching. And that means thinking beyond Airbnb.