The new EVT Hotels and Resorts App in ChatGPT allows guests to explore hotels and room options, access property information and begin the booking journey directly within AI-powered conversations.
In addition to the app, the group has invested in a dedicated property data hub across its entire hotel portfolio, which will provide machine-readable hotel and room data to help AI platforms better understand and recommend EVT properties in conversational searches.
The move comes as consumer behaviour shifts from traditional search engines to AI-assisted discovery – with EVT one of several hotel brands actively reshaping how their brands appear across AI platforms.
EVT Group General Manager of Technology and Digital, Andrew Turner said the launch reflects EVT’s focus on ensuring its brands remain visible where travellers are increasingly seeking inspiration and information.
“The way travellers discover and evaluate hotels is evolving rapidly. AI-powered search and conversational experiences are becoming an important part of the customer journey, and we see a significant opportunity to ensure our brands and properties are represented accurately and effectively in these environments.”
Unlike traditional search optimisation, EVT is actively exploring AI-generated responses to discover how different models interpret and produce hotel information from which to model its content and data strategy.
“For years the focus has been on where a brand ranks in search results. The emerging question is why an AI model would recommend a particular hotel in the first place. That requires a different approach to content, data and digital visibility, and we’re investing accordingly,” Turner said.
by Daisy Melwani
