Observations from the practice.
Short pieces on how AI changes the way guests discover hotels, and what that means for independent properties.
- Only 7% of what AI says about your hotel comes from your own website.October 2026
What one analysis of 27,000 AI answers reveals about where your hotel’s reputation actually lives.
- Since mid October, ChatGPT answers hotel questions differently.October 2026
A short questionnaire now narrows down hotel searches. How your clarity decides whether you make the list.
- A friend who runs hotel bookings let ChatGPT plan her own trip.October 2026
What she gave the AI wasn’t price or star rating. It was a feeling. That’s where most hotels lose the match.
- I run an AI Visibility Workshop with Valeria and Lukas at Meisser Resort, Guarda.September 2026
Not about handing over a framework. About building a real understanding of what matters for visibility and why.
- Random thing I noticed this week.September 2026
Organic ChatGPT visitors engaged at 65%. Paid ad clicks at 45%. A short observation about why groundwork matters more than ads.
- Before I even had to think about a company name, this happened.September 2026
On picking up puzzle pieces, writing a business plan in a week, and the moment that started it all.
- AI does not do benefit of the doubt.September 2026
If it does not understand you quickly, it just moves on. Why clarity is the real lesson of this shift.
- ChatGPT ads went live across Europe less than two weeks ago.September 2026
The first ad I created for a client. And why the groundwork still comes first.
- Why CecilIA? The answer is actually hidden in my own name.September 2026
Not a strategy. A feeling, and a let’s go. The story behind the name.
- Four months ago, this hotel didn’t exist to AI. Today, ChatGPT recommends it first.September 2026
A Tuscan hotel’s wedding inquiries had almost dried up. Four months later, same test, first result.