The FS Agency launches free hotel AI visibility tool

The FS Agency has launched a free self-assessment that shows hotel owners how clearly ChatGPT, Gemini and Perplexity can identify their properties. The tool is meant to expose when hotels are being left out of AI-driven trip planning and offers prompts to close that gap.

Why it matters: - Travelers are increasingly using conversational AI to plan entire trips, including where to stay, eat and meet. - Hotels that are not clearly described across the sources AI reads can be missed in recommendations, even if the property itself is strong. - The new assessment is designed to show operators where their hotel is effectively invisible to AI-driven travel planning.

What happened: - The FS Agency launched a free Hotel AI Discovery Gap Self-Assessment for hotel owners, operators and marketers. - The tool measures how clearly ChatGPT, Gemini and Perplexity can “see” a hotel across rooms, dining and bar, spa and wellness, events and meetings, and location and trip fit. - The assessment is available now at the free assessment. - The assessment takes about six minutes to complete.

The details: - The tool is built around what The FS Agency calls the Hotel AI Discovery Gap, meaning the distance between a hotel’s actual quality and how clearly that quality is described in AI-readable sources. - The gap measures legibility, not quality. - A hotel can be excellent and still be hard for AI to recommend if its amenities are described in vague or inconsistent language. - The assessment compares how a property appears on its website, Google profile and listings. - The tool is designed to stay honest for different property types. - A luxury resort and a select-service hotel are scored only on the amenities they actually offer. - The assessment excludes features that do not apply, such as a spa or bar at a property that does not have one. - Each section includes the exact prompts users can run to see what AI currently says about the hotel. - The FS Agency works with hotels and hospitality businesses on AI visibility across conversational platforms. - The FS Agency also publishes The House by The FS Agency, a newsletter focused on how AI is reshaping discovery, distribution and revenue in hospitality.

Between the lines: - The launch reflects a shift in hotel marketing from traditional search visibility to AI legibility. - Hoffman’s framework suggests revenue can be lost before a guest ever reaches a booking engine if AI does not surface the property clearly. - The assessment pushes hotels to fix descriptions and consistency first, rather than assume more spending will solve visibility problems.

What’s next: - Hoffman has a book due in late June titled Before the Booking: Closing the Hotel AI Discovery Gap to Drive Total Revenue. - The book expands on the assessment’s framework for hotel owners, asset managers and leadership teams. - The FS Agency says the guide will examine how AI is changing discovery and how revenue is won or lost across a property before a reservation is made. - Hotels can continue to use the free assessment at the hotel visibility tool.

The bottom line: - Hotels that are unclear to AI may be invisible to travelers, even when the property itself is compelling.