How hotels appear in ChatGPT (and how to measure it)
Travelers already ask ChatGPT where to stay. reporte.ai shows you the visits it sends to your website, the pages it recommends and whether those guests reach your booking engine, so you act on your own numbers instead of guesses.
AI sessions measured across the sites we track, last 30 days.
Quick answer
In the hotel and travel websites we measure with our own pixel, ChatGPT is by far the assistant that sends the most visits. Most of those visitors do not enter through the homepage: they land on pages that answer a specific travel question, like blog guides and comparisons. If your site answers the questions your guests ask, ChatGPT has something to recommend. reporte.ai measures whether that is already happening on your website.
What we measure about ChatGPT
The data comes from a first-party pixel installed on your own website. No panels, no estimates. For ChatGPT specifically, reporte.ai records:
- Real visits: sessions whose referrer or UTM identifies chatgpt.com, counted one by one.
- Landing page: the exact page each ChatGPT visitor enters through, so you know which content the assistant is recommending.
- The journey to your booking engine: whether those sessions reach a booking step. In the properties we measure, visits arriving from AI assistants reach a booking step more often than the rest of the traffic, which is why this channel deserves its own report.
- Whether ChatGPT cites you: our prompt analysis asks the assistant real traveler questions with web search enabled and records if it names your property, at what position, and who it names instead.
How to appear in ChatGPT recommendations
Six things that are actually in your control. No tricks, no guarantees.
- Answer decision questions on your site. ChatGPT tends to land guests on guides that compare options and answer a concrete question far more often than on homepages. Write pages that name options, prices and a verdict.
- Put your answer in the first paragraph. A 2 to 4 sentence quick answer at the top of the page, with a concrete price and a named recommendation, is the block an assistant can quote.
- Keep "from" prices in plain HTML. If your rates only exist inside the booking engine's JavaScript, a crawler never sees them. A visible "from" price per night is citable data.
- Let the crawlers in. Check that robots.txt and your firewall do not block OAI-SearchBot or GPTBot. A blocked crawler makes every other change invisible.
- Publish an llms.txt. A short plain-text file at your domain root with your property's hard facts gives assistants a clean source to read. Our free scan generates one for you.
- Keep facts consistent with Google Business Profile and Bing Places. ChatGPT's search leans on web indexes. If your site, your profile and your listings disagree on name, address or amenities, you are a riskier citation.
AI assistants compared
Patterns we see across the hotel and travel websites measured with our own pixel. Your own mix, session by session, is what the panel shows you.
| Assistant | What we see in the hotels we measure | Where visitors tend to land |
|---|---|---|
| ChatGPT | By far the assistant that sends the most visits | Blog guides that answer a specific question |
| Copilot | Second by traffic, behaves like ChatGPT | Practical logistics guides |
| Perplexity | Smaller and citation driven | Rooms, offers and content pages |
| Gemini | Smaller, tied to Google's ecosystem | The homepage |
| Claude | The smallest channel today | In-depth guides |
FAQ
Still a small share of total visits for most properties, and clearly the largest among AI assistants in the sites we measure. The share differs a lot from one site to another, which is exactly why the honest answer is measuring your own number instead of quoting an average.
Two signals. Traffic: the pixel logs every session arriving from chatgpt.com and its landing page. Citations: prompt analysis asks ChatGPT real traveler questions with web search on, and records whether it names you, at what position, and which competitors it names instead.
There is no fixed timeline and anyone promising one is guessing. Changes become visible after the assistant's crawlers revisit your pages, typically weeks rather than days. That is why we measure a baseline first: you see movement in real sessions, not in promises.
Yes. The network we measure includes campsites alongside hotels, and the pixel, the AI traffic report and the booking journey work identically for a campsite, a hostel or an apartment as they do for a hotel.
Real sessions on your website: where each visitor came from, which page they entered through, and whether they reached a booking step. It classifies 27 AI assistant brands by referrer and UTM out of the box. It counts visits, it does not estimate them.
Yes. It is one script that runs alongside GA4 or any other analytics without conflict. GA4 has no default channel for AI assistants, so ChatGPT visits hide inside referral or direct traffic. The pixel separates them without any manual regex work.