Report
World’s Best at AI 2025 Index
AI is reshaping hotel discovery faster than any previous distribution shift. Travellers no longer scroll through ten blue links — they ask AI and receive a shortlist. This report measures how often hotels appear in AI-generated answers across ChatGPT, Google AI, and Perplexity, uncovering who leads, who lags, and why AI visibility is becoming the industry’s next competitive battleground.
World’s Best at AI 2025 Index - Highlights
- Only 1/6 of the world’s hotel properties (130,884 of ~810,000) are currently visible in AI-generated search responses.
- Holiday Inn Express leads globally followed by Ibis Hotels and Hilton.
- Almost half of brands are misaligned between their desired brand category and AI's perception. This might result in a decrease per REVPAR if not addressed soon.
- Regional dynamics vary dramatically: The Ritz-Carlton scores 37.58 globally but 96.63 in MEA.
- The window for AI search optimisation mirrors the early SEO era. Hotels that act in the first half of 2026 will shape what AI learns to recommend for years to come. The first movers are building structural advantages that will compound just as early SEO adopters dominated organic search for a decade.
The world's first integrated AI Multi-agent platform for hospitality
Elevate the guest experience while streamlining operations through intelligent personalization and automation.