When AI Recommends a Hotel, Does It Recommend Yours?
Don't aim for Ranked - Aim for Booked!
You may show up once or 50 times. But do you know why you are showing up, or not showing up? And do you know how to scale it?
ALFIE finds what AI gets wrong about your hotel, fixes it with you, and connects your verified facts to your own booking page.
Free. No commitment. Canadian owned.
Why hotels are losing direct bookings
- 49%
of Canadian travellers now use AI to help plan trips. Among Gen Z, it is 70%.
Blue Cross Travel Study, 2026 - 63.4%
of independent hotel bookings came through online travel agencies (OTAs) in 2025.
Cloudbeds, 2026 State of Independent Hotels - 1%
of Google searches with an AI summary led to a click on a link inside it. Clicks on regular results fell from 15% to 8%.
Pew Research Center, July 2025 - 4x
growth in the share of hotel and short-term rental website visits sent by AI platforms, July 2025 to July 2026. Still under 1% of visits, and rising fast.
Bain & Company, Similarweb data, via Hospitality Net, October 2026
When an AI assistant answers a guest's question, your hotel's own facts need to be found, trusted and linked to your own booking page.
AI doesn't look at your website the way a guest does
What guests notice
- Ease of navigation
- Enticing photos
- Creative copy
- Easy to book
- Cancellation policy
What AI checks
- Authority: How many respected outside sites vouch for the hotel, and how clearly its site points to them
- Trust: Contact details, privacy policy, secure connection, clear ownership
- Specific, useful content: Whether the content tells AI something it cannot find on any other hotel's site
- Answer readiness: How easily AI can pull a correct answer, such as room count or hours, straight from the site
- Expertise: Content from people who know the subject, with named authors and detail
- Experience: Evidence that real guests stayed and said so: reviews, awards and press
These are measures in every ALFIE audit, and the same scores used in the Georgian Court results below.
One hotel's story: Georgian Court Hotel, Vancouver
Georgian Court is a 180-room boutique hotel in downtown Vancouver. It joined ALFIE on July 1, 2026. Two full audits of its website, on July 8 and September 29, 2026, measured what changed.
- +18.39%Direct bookings, August 2026 vs August 2025
- +31.42%Direct bookings, September 2026 vs September 2025
- 42% to 66%Overall AI readiness, with all eight measures improved
- 61 of 66AI answers named the hotel
- Experience 29% to 85%
- Authority 50% to 82%
- Answer readiness 60% to 90%
- Expertise 20% to 44%
- Trust 59% to 78%
- Fact ownership 45% to 63%
- Information gain 56% to 64%
- Fidelity Tax 18% to 24%
“When we brought ALFIE in this summer, I honestly didn’t know what to expect. I had never thought about how AI assistants describe our hotel. Within a few weeks, I could see our information being picked up and repeated correctly, and that was reassuring. Guests asking ChatGPT or Copilot about a ladies-only floor or live jazz in Vancouver were being pointed to the Georgian Court Hotel.
What impressed me most was that the improvement went beyond AI. Our website became more visible in regular Google and Bing searches as well. Then the numbers followed: our direct bookings were up 18.39% in August and 31.42% in September compared with last year.
It has been a very positive experience. The ALFIE team was thorough and easy to work with, and they built on the reputation our staff has worked hard to earn. I’m very pleased with the results so far.”
Direct bookings reported by the hotel. One hotel's story, not a promise of results.
See the full resultsHelping shape hotel AI standards
Donna Rougeau is a contributor to three AI Hospitality Alliance (AIHA) guides that set out how hotels become ready for AI search:
“Thank you so much for your contribution Donna! Your participation was crucial to the success of this valuable project!”
Three phases, from audit to verified facts AI can trust
Diagnostic
A free scan of your hotel's digital footprint, checked the way AI reads it. You receive the AI Visibility Requirements Audit and review it with Donna on a call.
Remediation
A prioritized roadmap of fixes. A person approves every fix, and ALFIE or your own vendor makes it. Your call, and we support either way.
Integration and Routing
Your approved facts are signed and served to AI with your direct booking link. Your website stays exactly as it is.
Every step works toward four outcomes
Seen
by AI & searchAI assistants and search engines can find your hotel and tell it apart from every other one.
Known
by your clientsWhen people ask about you, the answers match who you are and what you offer.
Trusted
everywhere onlineYour facts agree with each other across your website, your listings and the places that vouch for you.
Booked
directly by youPeople who are ready to book are sent to you instead of a middleman.
Who ALFIE is for
Boutique and independent hotels and resorts that own their booking page and want more of their bookings to come direct.
Hotels whose online presence is controlled by a franchise or head office, or where a booking platform or marketplace owns the guest relationship.
ALFIE only works for businesses that own their own destiny.
Donna Rougeau
- 30+ years in technology, from assembler programming to modern entity-based search.
- Studying Google's public patent filings since 2006.
- Years in executive roles in search, most recently Director of SEO, globally.
- Contributor to three AI Hospitality Alliance guides on hotel AI readiness, data and visibility.
“After showing Donna what it was that I do, she immediately had a flood of ideas for me to work with. On top of those immediate recommendations, Donna helped me re-design my whole marketing concept. Once I implemented the changes, my business flipped. My monthly income now started coming in on a weekly basis. I now make more in some single days than I ever thought of making in an entire month.”
Questions hotels ask
Will this bring more direct bookings to my hotel?
ALFIE works so that when a guest asks AI about hotels like yours, AI finds your own verified facts and a link to your own booking page. Georgian Court reported direct bookings up 18.39% in August and 31.42% in September 2026, compared with the same months in 2025. That is one hotel's story, not a promise of results.
How is ALFIE different from SEO or a marketing agency?
SEO chases keyword rankings and clicks. ALFIE checks your hotel's facts against the requirements AI uses to find, verify and cite a business, fixes what is missing or wrong, and serves signed, verified facts to AI. Your website stays as it is.
What does it cost?
Every hotel starts with the free AI Visibility Requirements Audit. We review it together on a call, and any next steps are quoted for your property.
Our hotel's details are wrong in places all over the internet. Can you fix that?
The audit shows where your facts disagree, on your website and on the sites that list your hotel. Your roadmap lists each fix in priority order, and a person approves every one before it moves ahead.
How is ALFIE different from automated AI SEO tools?
Automated tools score your pages and let AI rewrite them. ALFIE checks your hotel's facts across your whole digital footprint, a person approves every fix, and we do not produce AI-written content. AI receives signed, verified facts with your direct booking link, and your website stays exactly as it is.
What do I receive?
First, your AI Visibility Requirements Audit, a PDF scorecard of what AI can and cannot find, trust and cite about your hotel. Donna prepares it and walks you through it on a call, so you know what it means, what to do and where to start. If you continue, a prioritized remediation roadmap, then signed facts served to AI with your direct booking link and a monthly results report.
Find out what AI knows about your hotel
Send us your hotel's website. Donna prepares your audit and walks you through it on a call, so you know exactly where to take action.
Free. No commitment. Response within 24 hours.