Propellic, a travel marketing agency, is set to host a live webinar on 16 July, unveiling how artificial intelligence (AI) is transforming the way travellers discover hotels. The session, led by Brennen Bliss, CEO of Propellic, and Javier Hernandez, Senior SEO Manager, will explore the concept of AI confidence scores, which determine hotel recommendations by cross-referencing on-site claims with external sources like Reddit and TripAdvisor.

The webinar will delve into how AI models, such as ChatGPT, influence hotel bookings by converting referral traffic at a 20 to 30 percent bounce rate, indicating higher intent than traditional digital channels. Propellic's research highlights that AI sentiment scores above 50 are positive, with scores nearing 100 deemed exceptional. Additionally, Google's Gemini AI reads approximately 2,000 words across top-ranking pages, impacting visibility and click-through rates.

Bliss emphasised the shift from traditional search methods, stating, “Traditional travellers used to scroll through pages of blue links to book a hotel room. Today, they increasingly ask AI for a recommendation and book the answer.” Hernandez added, “AI doesn't rank a hotel, it decides whether to trust it enough to recommend it.”

The webinar will also cover technical SEO, local search, and analytics, providing hotel marketers with actionable insights to enhance their AI-driven visibility. Registration for the free session is available on Propellic's website, offering a comprehensive guide to navigating the evolving digital landscape in the travel industry

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