# Your agency is selling AI pixie dust: the hotel list moves Canonical-URL: https://notitur.com/en/digest/ai-hotel-recommendations-marketing-agencies Text-Version: https://notitur.com/en/digest/ai-hotel-recommendations-marketing-agencies.txt Markdown-Version: https://notitur.com/en/digest/ai-hotel-recommendations-marketing-agencies.md Language: en Published: 2026-09-30T16:16:26.100Z Modified: 2026-09-30T16:16:26.100Z Author: Joan Sanz Topics: Artificial Intelligence Summary: A study of 6,110 hotel appearances in AI answers reveals that 95.8% of recommendations change between identical queries. If your agency promises to control that, ask how. ## Article 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](https://www.hospitalitynet.org/opinion/4134667/is-your-hotel-marketing-agency-selling-you-ai-pixie-dust?utm_source=rss&, utm_medium=rss&utm_campaign=is-your-hotel-marketing-agency-selling-you-ai-pixie-dust). 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](https://www.hospitalitynet.org/opinion/4134667/is-your-hotel-marketing-agency-selling-you-ai-pixie-dust?utm_source=rss&, utm_medium=rss&utm_campaign=is-your-hotel-marketing-agency-selling-you-ai-pixie-dust) 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. ## Sources - Hospitality Net: https://www.hospitalitynet.org/opinion/4134667/is-your-hotel-marketing-agency-selling-you-ai-pixie-dust?utm_source=rss&utm_medium=rss&utm_campaign=is-your-hotel-marketing-agency-selling-you-ai-pixie-dust ## Citation Your agency is selling AI pixie dust: the hotel list moves. Notitur. 2026-09-30. https://notitur.com/en/digest/ai-hotel-recommendations-marketing-agencies