From AI search to traditional search – discover the complete hotel landscape

Hotel Intelligence

Hotel sector intelligence combines AI search and traditional search data to provide a complete view of how brands perform across modern digital journeys. Dashboard data is updated weekly, with expert market insights and analysis published monthly.

Market: UK & US
Search environments: Google search and AI conversational platforms
Categories analysed: General Accommodation | Accommodation across locations: Africa & Australasia | Caribbean | Central & South America | France | Italy |Middle East & | Asia | Rest of Europe | Spain | UK | US & Canada
Search dataset: Long-tail informational and transactional queries reflecting real consumer research, comparison and booking behaviour
Dashboard refresh frequency: Weekly
Market insights publication: Monthly

What hotel industry statistics are included in this dashboard?

The hotel dashboard includes hotel industry statistics across AI search and traditional search, including:

Google search visibility data
AI citation insights from LLM platforms
Brand mentions and sentiment within AI-generated answers

These datasets highlight hotel market leaders, publisher influence and brand performance across the UK and US.

How does Pi Datametrics identify hotel market leaders?

Hotel market leaders are identified based on visibility across traditional search results and AI-generated answers.

This includes share of voice, brand mentions, sentiment trends and presence across key SERP features and AI platforms.

What does “New” mean in the leaderboard?

The “New” label highlights hotel brands or booking platforms that have recently entered the top results for the first time in the latest reporting period.

This reflects increased visibility across search or AI results and helps identify emerging competitors and shifts in travel demand.

What is Share of Voice in the hotel dashboard?

Share of Voice measures how visible a hotel brand is across a defined set of hotel and accommodation search queries.

It reflects how often a brand appears in search results relative to competitors, helping identify which brands dominate visibility.

How is AI search visibility measured?

AI visibility is based on how often hotel brands and booking platforms are cited, mentioned or recommended within AI-generated answers.

This includes tracking brand presence across conversational platforms and understanding how brands appear in travel planning and booking journeys.

Does this dashboard include both UK and US hotel data?

Yes. You can switch between UK and US markets within the dashboard to compare hotel market leaders, visibility and brand performance across regions.

How often is the data updated?

The dataset is updated weekly to reflect changes in traditional search visibility, AI citations, brand mentions and sentiment signals across the hotel sector.

Why is my brand not shown in the dashboard?

The dashboard displays a sample set of hotel brands and booking platforms.

Pi Datametrics tracks thousands of brands across traditional search and AI visibility.
Book a demo to explore the full dataset and see how your brand performs.

Hotels Intelligence Insights

Updated monthly using Pi’s Sector Intelligence data across AI and traditional search visibility. The dashboards are refreshed weekly, while monthly insights highlight the most significant shifts, emerging trends and visibility changes shaping the hotel market. Explore the latest developments in travel discovery, hotel visibility, booking behavior and accommodation search trends across AI and traditional search. Previous monthly insights are archived below.

Month: May 2026

UK Market Insights

Booking.com generated the highest traditional search visibility across UK hotel searches during May, with 12.07% share of voice, ahead of Trivago and Hotels.com.
OTAs continue to dominate hotel discovery. Booking.com, Trivago, Hotels.com and Tripadvisor collectively captured substantially more visibility than individual hotel brands across accommodation-related searches.
Booking.com also led AI brand mentions, while Hilton and Marriott ranked among the most frequently referenced hotel brands in conversational search, highlighting the continued importance of trusted hotel brands during travel planning.
Skyscanner recorded one of the strongest visibility gains this month (+8 positions), suggesting travellers are increasingly moving between flight and accommodation research journeys rather than searching hotels in isolation.
Traditional search remains heavily influenced by comparison and booking platforms, while AI search creates greater opportunities for individual hotel brands to appear directly within recommendations.

US Market Insights

Hotels.com generated the highest traditional search visibility across US hotel searches during May, ahead of Google and Tripadvisor.
Hotel discovery remains highly concentrated around major travel platforms, with Hotels.com, Tripadvisor, Booking.com and Expedia continuing to capture significant visibility across accommodation searches.
Booking.com dominated AI brand mentions with 13.96% share, significantly ahead of Expedia and Agoda, making it the most prominent accommodation brand across conversational travel research.
HotelTonight recorded the strongest visibility growth this month (+25 positions), while Hilton also gained significant ground (+9 positions), indicating increased competition among accommodation providers.
AI search places greater emphasis on recognised travel brands and booking platforms than traditional rankings alone, creating new opportunities for brands to influence travellers during the research and planning stage.

Want to know how your brand performs?

Explore how your brand ranks across traditional search, AI visibility and brand health signals within the hotel sector, alongside your key competitors inside the Pi platform.

Book a demo to see your data

Hotel Intelligence