This webinar, jointly hosted by Curacity, Dragonfly Strategists, and Outrigger Hospitality Group, examines how AI is fundamentally reshaping hotel discovery, marketing, and distribution, and what hospitality brands must do to adapt.
A core theme is the collapse of the traditional discovery funnel. As Brian Gauthier, vice president of product management at Curacity, explains, travelers are no longer moving through multiple steps but instead asking a single question and receiving a complete answer: “We’re seeing a collapse of the discovery funnel, almost into a single moment.” This shift is happening rapidly, with AI adoption accelerating faster than any major change in travel behavior in over a decade.
This transformation means visibility is no longer only about ranking on Google, but about inclusion in AI-generated responses. As Gauthier puts it, “The hotel appears in that answer, or it doesn’t. There’s no page two.” This new reality creates urgency for hotels to rethink how they show up in AI ecosystems.
Content is the most critical lever, but it must evolve. Caryl Helsel, founder and chief executive officer at Dragonfly Strategists, emphasizes that success depends on aligning with natural language: content needs to sound like “how people talk instead of marketing speak.” Small differences in wording can determine whether a hotel is surfaced or ignored.
Additionally, earned media plays a disproportionate role in AI visibility. Gauthier notes that “82% of AI citations come from earned media,” highlighting the importance of third-party editorial coverage over owned channels.
From a performance standpoint, AI-driven traffic is highly valuable. Jenna Villalobos, senior vice president and chief revenue officer at Outrigger Hospitality Group, shares that LLMs deliver “very high intent traffic, and we’re seeing 10–12% conversion rates,” significantly outperforming traditional channels.
The panel also reframes AI as an operational advantage. Helsel describes it as “augmented intelligence,” helping teams improve efficiency while enhancing the guest experience rather than replacing human roles.
Overall, the takeaway is clear: AI is already redefining how travelers discover hotels, and brands that invest early in content, visibility, and measurement will have a lasting competitive edge.
Interested in what you saw? Schedule a demo to learn how Curacity VISTA keeps you discoverable and bookable as AI continues to reshape travel planning.
