Hotels strive to be found as AI models conduct travel search

With people increasingly adopting AI to help plan their vacations, hotels are working to make sure that you check them out -- and check in. "What a hotel needs to do to get well referenced by search engines is not the same thing that they need to do to get referenced by artificial intelligence," said Johanna Benesty at BCG. Moreover, not all AI models "work in the same way," she added.