Why Does ChatGPT Recommend One Hotel Over Another? What Hoteliers Need to Know Before Blaming the Algorithm

There are still hoteliers convinced that ChatGPT works like a new search engine, displaying hotels based on who pays the most for advertising or who has the strongest SEO ranking. Nothing could be further from the truth. This simplistic view leads many properties to invest resources in the wrong direction while overlooking what is truly building their digital reputation.

Over recent months, I have carried out dozens of tests using ChatGPT as though I were a real guest. I have asked very different questions: "Which romantic hotel would you recommend on the Mediterranean coast?", "Which one has the best breakfast?", "Which hotel would you choose for remote working?", "Where would you celebrate an anniversary?", "Which boutique hotel offers the best value for money?". The answers constantly change depending on the context of the question, but there is a very clear pattern behind all of them.