Marketing in the Age of AI: Trust Is the New Currency
In 2026, AI search will reward trust, not just traffic. Hotels must shift from being visible to being credible.
AI search is rapidly changing how customers discover brands, and it’s about to transform how hotels attract not just day-to-day travelers, but also group business. As large language models (LLMs) like ChatGPT, CoPilot, Perplexity, and Google’s Gemini become more integrated into the research process, they are shifting away from traditional search results and toward curated answers from trusted sources.
