Your agency is selling AI pixie dust: the hotel list moves
Americas Great Resorts analysed 1,177 AI-generated answers containing 6,110 hotel appearances, across ten destinations and four engines: ChatGPT, Google AI Mode, Gemini and Copilot. Among the 379 question-and-engine groups with three assessed answers, the recommended hotel lineup changed in 363. That is 95.8%, as reported by Hospitality Net. The repetitions were collected on the same date.
Careful with the easy read. It does not mean every answer is completely different: it takes just one hotel entering or leaving the list to break the match. But the underlying finding is awkward for anyone selling certainties: the AI recommendation, with identical inputs, is not stable. And over something that shifts like this, no agency can promise you a fixed position.
In my view, this is where the serious vendor separates from the one sprinkling glitter. The study does not say AI is useless, it says AI is not a push-button fix. If your agency is selling guaranteed results on ChatGPT or Gemini, ask for the methodology. What you can do: work on reviews, your own content and coherent brand signals. Those are the levers these models read, and they do not change by magic.
Quick questions
What did the study find about AI hotel recommendations?
Does that mean AI recommends hotels at random?
Which AI engines were evaluated in the analysis?
Should I distrust my agency if it promises to position my hotel in AI?
What can a hotel do to appear more in AI answers?
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