What's Happening?
Nick Slavin, CEO and Co-Founder of Curacity, discussed the challenges hotels face in AI search visibility at the Skift Data and AI Summit 2026. Slavin noted that only 6% of hotels appear in AI search results,
highlighting a significant commercial problem. He emphasized the importance of attribution in AI search, as traveler decisions often form weeks in advance. Curacity's platform aims to bridge the gap by using deterministic matching to link upper-funnel content to hotel bookings, addressing the visibility and attribution challenges in AI search.
Why It's Important?
The limited visibility of hotels in AI search results poses a commercial challenge, as AI platforms are increasingly used by consumers for research and decision-making. Hotels that fail to appear in AI search may miss out on potential bookings, impacting their revenue and competitiveness. Curacity's approach to linking content to bookings can help hotels improve their visibility and attribution in AI search, ensuring they are considered by travelers during the decision-making process. This is crucial for the hospitality industry as it adapts to the growing influence of AI in consumer behavior.
