I used to sell AI visibility. Now I am giving it away.
I have shared this method with dozens of boutique properties, short-term rentals and tour operators, so they get named when a guest asks AI where to stay. I have exited the hands-on work and gone back to a full-time executive role. This site is what I learned doing it.
The AI Visibility Workbook: eleven printable sheets you fill in.
Or start at lesson one, or check your visibility.
Chris LaColla. Harvard MBA, and years running digital at major travel companies.
What I learned helping dozens of operators
It comes down to twelve things. Each is a short lesson that ends with one question about your own property, about 70 minutes in all.
What happens between a guest asking and a place being named. 02 What these systems read about you
Your site is one source. It is rarely the deciding one. 03 Find out where you stand
Two free tools and ten minutes, before you change anything. 04 One version of your business
Your name, address and phone, written the same way everywhere. 05 Say who your place is for
The sentence most operators refuse to write, and what it costs. 06 Your Google listing
The busiest page you own, and most of it is blank. 07 Speak the machine language
Your facts, written where software can read them without guessing. 08 Pages that can be read
Speed, structure, and the one line that hides a whole site. 09 Answer what guests ask
The emails you keep retyping are the pages you are missing. 10 Write about where you are
Most people pick the town before they pick the room. 11 The places that get quoted
Which other sites decide whether you get named. 12 Know whether it worked
One number that matters, and how to see it.
Your guests are already asking
Asking an assistant where to stay stopped being a novelty. It names three or four places, and there is no second page to be on.
89%
intend to use AI planning their next trip, across 37,000 people surveyed.
Booking.com, via Hotel DiveWhat getting named looks like
One guest, one question, and everything the machine pulled out of it before it went looking for a place to name.
What it understood from that
Then it looks for a Miami Beach page that answers all of those. Most pages say charming and conveniently located, which answers none of them.
The page that gets named
"Just a 5-minute walk to the beach and less than a 10-minute walk to top restaurants. Onsite parking for one car. Sleeps up to four adults in separate beds."
Does AI name your place, or your competitor?
Question 1 of 7
Have you asked an AI where to stay in your town and looked for yourself?
ChatGPT, Gemini, or the AI answer at the top of Google.
Seven questions, about two minutes. Then a score and your gaps in the order worth fixing them.
Read the report for your market
What guests are asking AI about your city, and what your pages have to say back to be the answer.
Get your property ready to be named by AI
The AI Visibility Workbook is eleven printable sheets. When every box is full you have written what a machine needs to be able to name you.