(Key Takeaways from the Original Article at KURIER.at)

As artificial intelligence reshapes how travelers search for hotels, one thing is becoming increasingly clear: better search starts with better data.

This message was recently highlighted in an article by Austrian newspaper KURIER, “2.5 Million Hotels – Which One Will You Book?”, exploring how hotels can remain visible in an increasingly competitive and AI-driven travel landscape. We are grateful to KURIER for featuring GIATA and helping bring this important industry conversation to a broader audience.

With millions of properties competing for attention, visibility has become one of the travel industry’s biggest challenges. As AI transforms how people search, hotels are no longer discovered only by name, they’re discovered through the quality of the content that describes them.

AI Is Changing How Travelers Search

For years, travelers searched by destination or hotel name. Today, that behavior is changing. Travelers are increasingly using AI-powered platforms such as ChatGPT and Google Gemini to search with highly specific requests, from hotels with rooftop pools to family-friendly resorts near particular landmarks.

As GIATA CEO Mathis Boldt explains in the interview, search queries are becoming more detailed, and hotels are increasingly discovered through their attributes rather than simply their names. This shift represents a new era of travel search.

From Hotel Names to Structured Data

The article introduces the concept of Reverse Search: hotels are no longer defined solely by their brand or property name but by the structured information that describes them.

Amenities. Location. Views. Accessibility. Sustainability features. Room characteristics. These details are becoming the signals that help AI systems understand, recommend and compare hotels. 

For hotels, OTAs and travel platforms alike, structured data is no longer just an operational requirement. It is becoming a competitive advantage.

Why Precision Matters More Than Ever

As AI continuously scans and interprets information across the web, precision has become essential.

As Mathis Boldt notes: “In AI times, where search engines continuously scan the internet, providing precise information is essential. Otherwise, you simply won’t be found online.”

Reliable, structured data helps ensure that hotels are represented consistently across booking platforms, search engines and AI-powered assistants. It reduces ambiguity, improves discoverability and creates greater confidence for travelers throughout the booking journey.

Learn how to streamline hotel content

One Hotel. One Identity.

The article also highlights one of the industry’s biggest data challenges: property identification.

With thousands of hotels sharing similar names around the world, unique identifiers have become fundamental to accurate hotel discovery.

GIATA addresses this challenge through the GIATA ID, assigning every hotel a unique digital identity that enables consistent mapping across suppliers and distribution channels. Built on nearly three decades of collecting, verifying and maintaining hotel data, the GIATA ID helps create the trusted foundation that modern travel platforms depend on.

Building the Future of Travel

The article also covers GIATA’s strategic investment in Die 101 Besten Hotels, combining trusted hotel rankings with trusted travel data to create new opportunities for hotel visibility and international growth.

For us, this reflects a broader industry evolution. As search becomes increasingly intelligent, success will no longer depend solely on having great content. It will depend on having accurate, structured and trusted data that enables travelers, and AI, o find the right hotel with confidence.

Read the original KURIER article in German

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