Can AI assistants find your hotel and describe it correctly?
More guests now plan a trip by asking ChatGPT, Perplexity, or Gemini where to stay, and most hotel links those assistants surface point straight to the hotel website. A free Mystery Shop checks whether they can find you, read you, and get your facts right, then sends you a report with the evidence behind every finding.
We review each request and respond within one business day.
Your data is safe. We only look at your publicly accessible pages, the way a guest and an AI do.
What three assistants said
We asked each assistant to recommend a hotel near the city centre. Here is what came back.
Illustrative example, not a real property. Your report shows the full exchange.
What is a hotel GEO audit?
A hotel GEO audit is a structured review of whether AI assistants can discover a hotel and describe it correctly. GEO stands for generative engine optimisation, the practice of making a property visible to assistants such as ChatGPT, Perplexity, and Gemini rather than only to traditional search. It differs from SEO, which ranks a list of links: an assistant instead reads your structured data, judges whether your content answers a guest's question, draws on third-party sources, and composes a single recommendation. A GEO audit checks the inputs to that process: whether AI crawlers can reach the site, whether the schema describing the hotel is complete rather than missing required fields, whether the content is answerable, and what assistants actually say when asked to recommend a hotel like yours. Stiplo runs this as a free Mystery Shop on one property, working from publicly accessible pages and the assistants' own answers.
What the GEO audit checks
We lead with visibility to AI, the inputs an assistant uses to find you and describe you, then the listing consistency that decides whether it trusts what it reads.
AI crawler access
We read your robots.txt for the AI crawlers and user-agents the assistants use to read the web, including GPTBot, OAI-SearchBot, ChatGPT-User, ClaudeBot, and PerplexityBot, plus Google-Extended, the related control that decides whether Google uses your content this way. A site that blocks them gives those assistants less to learn about you.
Structured data and schema
We read the schema behind your pages, the machine-readable facts about your hotel, and flag the schema types that are missing, the wrong type used for a hotel, and the required fields left empty, so an assistant has complete, correct facts to read.
Content an assistant can answer from
We check whether your pages answer the questions a guest actually asks, in plain language an assistant can extract: where you are, what a stay includes, your policies, and what is nearby. Vague, aspirational copy is hard for an assistant to quote.
AI readability
We check whether assistants can read your property and represent it accurately, including the llms.txt file that points them to your key pages, so the facts an assistant repeats about you are your facts.
A live AI recommendation test
We ask ChatGPT, Gemini, and Claude for hotels matching your profile and record whether you come up, what they say about you, and which facts they get right or wrong, with the assistant exchange saved as evidence.
Listing and entity consistency
Most of what an assistant knows about you comes from third-party sources, so we check that your contact details, your address and phone number, line up between your site and your Google Business Profile, because an assistant that sees conflicting facts cannot describe you with confidence.
Sample finding
An assistant recommends you, then gets your location wrong
An assistant named your property when a guest asked, then placed you in the wrong district and described an amenity you do not have. A guest who trusts the answer arrives expecting something you never promised.
Prompt: tell me about this hotel and where it is
Assistant: It is a boutique hotel in the harbour district with a rooftop pool.
Reality: the hotel is in the old town, and there is no pool. Evidence: the assistant exchange, included in your report.
When the schema and content an assistant reads are thin or inconsistent, it fills the gaps from elsewhere, and the version of you a guest hears is not the one you wrote.
Illustrative example, not a real property.
In development
Coming soonWe are building a layer that follows your booking journey the way a guest does and checks that the prices and offers a guest is shown stay accurate from the first page to the final step. It is not part of the free audit yet, so the report today leads with the AI-discoverability and credibility checks above.
How it works
You request your audit
Enter your hotel URL and your email. The free audit covers one property.
We review and respond
We look at every request and reply within one business day, then run your Mystery Shop.
You get your report
A clear, evidence-backed read on whether assistants can find you, what they get wrong, and what to fix first.
Built by a former hotel CDO
Stiplo is built by Carlo Del Mistro, founder, and until January 2026 the Chief Digital Officer at Ennismore, the luxury and lifestyle division behind around 200 hotels. The audit reflects four years of seeing where hotels lose direct bookings, now extended to the AI assistants a guest increasingly asks first.
See how the audit worksCommon questions
What is a hotel GEO audit?
GEO stands for generative engine optimisation: making a property discoverable to AI assistants like ChatGPT, Gemini, and Claude, not just to search engines. A hotel GEO audit checks whether those assistants can find your hotel, whether they can read it correctly, and whether the facts they repeat about you are accurate. Stiplo runs it as a Mystery Shop, looking at your live, public site and asking real assistants what they say about you.
How is GEO different from SEO?
SEO is about ranking in a list of blue links. GEO is about whether an AI assistant names you when a guest asks it for a recommendation, and describes you correctly when it does. The two overlap but are not the same: an assistant draws on your structured data, the answerability of your content, and third-party sources, then composes one answer rather than a ranked list. A site can rank in search and still be skipped by an assistant.
What does the free audit check?
Whether AI crawlers can reach your site, whether your structured data and schema are complete rather than missing required fields, whether your content answers the questions a guest asks in language an assistant can quote, and what three assistants actually say when asked to recommend a hotel like yours. Anything tied to the booking journey is a separate area still in development, described in the in-development section, and is not part of the free audit yet.
How much does it cost?
The audit on one property is free. There is no account to create and no card required. Paid plans cover more properties, the full set of findings, fixes, and ongoing monitoring, and are priced per property during a short conversation.
Do I need to install anything?
No. We work entirely from your public website and from what assistants say when we ask them, so there is nothing to install and no access to grant. Enter your URL and your email, and we take it from there.
Why does AI visibility matter for a hotel?
More travellers now plan trips by asking an AI assistant, and most hotel links those assistants surface point straight to the hotel website rather than to a third-party channel. That makes AI a direct booking channel, but only for hotels an assistant can find and describe correctly. An assistant that cannot read you, or that repeats wrong facts about you, quietly sends the guest elsewhere.
Run your free hotel GEO audit
See whether ChatGPT, Gemini, and Claude can find your property and get your facts right. One property, free.
Request your free auditRelated reading
The complete guide to GEO for hotels
How to be found and recommended by AI assistants, not just ranked in search, and what to fix first.
Free hotel website audit
The same Mystery Shop, framed around whether your site earns a guest's trust: broken links, trust signals, and mobile health.
Compare the options
A free Mystery Shop next to a DIY audit and an SEO agency, compared by what you are trying to do.
Visibility glossary
Plain-language definitions of the terms behind the audit, from GEO and answer engines to schema and the local pack.