Operto announced on 23 March 2026 the launch of its GEO Consultant, the hotel industry’s first free AI visibility tool designed to help hotels understand how their properties appear in generative AI platforms. AI forms an important element of how travellers research and compare accommodation, adding a new layer of travel discovery.
Hotels can run a visibility scan by entering their website and defining the prompts they want their property to be discovered for. Within minutes, the system generates insights, including a visibility indicator, a GEO score, and going further by providing practical recommendations to improve performance. Hotels are able to strengthen how they are represented in AI-driven travel discovery and integrate this emerging channel into their broader marketing strategy.
Operto’s GEO Consultant aims to give hotels a direct, independent way to assess how they are represented in AI-generated travel recommendations and where opportunities to improve discoverability exist. It evaluates how hotels appear in AI-driven travel search using real prompts and highlights whether visibility is driven by the hotel’s own website or third-party intermediaries such as OTAs.
“Hotels are already showing up in AI-generated travel recommendations, but most have no idea what’s being said about them or what’s driving those results. That’s a problem because this is quickly becoming a new layer of distribution. Operto’s GEO Consultant gives hotels a way to see that for themselves, understand what’s driving their visibility, and take action with clear recommendations to improve how they’re represented.”
Tim Major, CEO of Operto
Until now, hotels have relied on general marketing tools or specialist consulting services. While independent GEO tools exist, they are largely industry-agnostic and not designed specifically for hotel properties, limiting their ability to reflect how hotels are actually discovered across AI platforms.
The GEO Consultant forms part of the Distribution AI team within Operto ONE, Operto’s coordinated AI workforce built for independent hotels. The Distribution AI team focuses on helping hotels understand how they appear online, protect their brand, and drive more direct bookings.
