What's Happening?
Nick Slavin, CEO and Co-Founder of Curacity, addressed the challenges of hotel visibility in AI-driven search environments at the Skift Data and AI Summit 2026. Slavin noted that only 6% of hotels appear in AI search results, highlighting a significant
visibility issue. He explained that AI search consumers vary, with budget travelers focusing on price comparisons and luxury travelers seeking experiential stays. The primary challenge lies in attribution, as traveler decisions form well before active research, yet the last-click model often credits online travel agencies. Curacity aims to bridge this gap by using deterministic matching to link upper-funnel content to bookings.
Why It's Important?
The discussion underscores the growing importance of AI in shaping consumer behavior and business strategies in the hospitality sector. As AI search becomes more prevalent, hotels must adapt to maintain visibility and competitiveness. The ability to accurately attribute bookings to specific marketing efforts is crucial for optimizing advertising spend and improving return on investment. Curacity's approach to solving the attribution problem could provide a model for other industries facing similar challenges, potentially reshaping marketing strategies and budget allocations.
What's Next?
Hotels may need to invest in AI technologies and strategies to enhance their visibility in search results. This could involve developing more sophisticated marketing campaigns that target different consumer segments effectively. As AI continues to evolve, the industry might see new tools and platforms designed to improve attribution accuracy and optimize marketing efforts. Stakeholders, including hotel chains and marketing agencies, will likely focus on innovation and collaboration to address these challenges and capitalize on AI's potential.
