Hospitality management software company Operto has launched GEO Consultant, a free tool that helps hotels evaluate how they appear on generative AI platforms, including ChatGPT and Gemini.
The software lets hotel operators review how their properties appear in AI-generated travel search results and offers recommendations to boost online visibility.
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Hotels can use the tool by entering their website address and specifying prompts they want their property associated with during travel searches.
Within minutes, GEO Consultant generates reports featuring a visibility indicator, a GEO score, and targeted recommendations for improving discoverability.
The tool also identifies whether visibility is driven by the hotel’s direct website or third-party intermediaries such as online travel agencies.
Previously, hotels seeking insights into their presence on AI-driven travel platforms typically relied on general marketing tools or advisory services not tailored to the hospitality industry.
Existing independent GEO tools have generally been created for broader applications and do not address the specifics of hotel property discovery.
Operto developed GEO Consultant as part of its Distribution AI team within Operto ONE, focusing on advancing hotels’ understanding of online visibility and supporting efforts to increase direct bookings.
As conversational AI becomes more prominent in how travellers research accommodation options, GEO Consultant aims to offer hotels a practical method to monitor and enhance their representation in this evolving digital landscape.
Operto CEO Tim Major said: “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.
“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.”
Last month, Operto launched Operto ONE, an AI platform created for independent hotels.
The platform allows hotels to deploy three dedicated AI teams covering distribution, front-of-house, and back-of-house operations.
Each team comprises agents assigned to specific functional areas, all drawing on information from a central AI Hub.
