free webinar for hotels, spas and leisure facilities
Spa, family getaway or corporate trip? In what situations does AI recommend your facility?
How to check what needs and types of stays generative AI associates with your facility, when it overlooks it, and why the competition may receive stronger recommendations
- 1 October 2026, 11:00 | online
- 35 minutes of webinar + 10 minutes for questions
- free participation
- Can't be online that day? No worries. Register and we will send you the recording
Price
Free to attend
Event language: Polish
Registration opening soon
- Date
- Time
- 11:00–11:45
- Format
- Online
- Event language
- Polish
Booking
Free to attend
Event language: Polish
Registration opening soon
What will you learn during the webinar?
It's not just about checking whether AI knows your hotel or facility. During the webinar, you will see how to identify situations in which it recommends it to the right guests, when it chooses the competition, and what actions can help change this perception.
in what travel situations your facility should appear
why the same facility may be recommended in one situation and overlooked in another
when LLM presents the offer superficially or in the wrong context
why the competition may receive stronger recommendations
why a single response from the chat does not provide a reliable picture of the situation
how to translate insights into priorities for the website, offers, content and data
How can the insights from the webinar work for your business?
You will see where your facility falls in the selection process
You will learn under what needs, types of stays and travel situations AI models consider your facility, and when they more often point to the competition. This will allow you to focus your actions on those decision moments that may be most significant for bookings and sales.
You will check whether GenAI shows the true advantages of the facility
The facility may invest in the spa area, family offers, gastronomy, conference facilities, location, design, service standard or experiences available on-site. If these advantages do not appear in AI responses, they do not help the guest distinguish it from the competition. The webinar will show you how to notice this discrepancy.
You will limit random marketing actions
Instead of creating more content without a clear purpose, you will more easily determine what information needs to be clarified, expanded, organised or better documented. This may concern the facility's website, room and package descriptions, spa offers, materials for groups and companies, sales communication, PR or data provided to booking portals and partners.
You will gain an argument for budget discussions
Visibility in large language models can easily be presented as a technological curiosity. During the webinar, you will see how to talk about it in business terms: • absence of the facility in recommendations for important types of stays • overlooking the strongest advantages and amenities • assigning the facility to the wrong segment or situation • stronger justification for the choice of the competition • risk of incomplete, incorrect or outdated information This will make it easier for you to justify the need for further actions to the owner, management, board or the person responsible for marketing, sales and budget.
Led by
Chief Operating Officer
Ekspert łączący semantykę i marketing
- marketing
- semantics
- SEO
- strategic planning
- LLMO
- public relations
- creative writing
- communication
Co-founder of Brand Semantics. Involved in marketing since 2009. Trainer. Strategist. Explorer of new areas of marketing and communication. Combines knowledge from various fields and translates it into business solutions for clients. He is intrigued by words. Consequently, he is also interested in people and their culture.
The presence of the facility in large language models does not provide an advantage
The name of the facility in AI responses is just a starting point. The business significance of this presence is determined by three questions.
Does the facility appear in questions that lead the guest to booking?
The facility should be visible not only when the guest types its name. Key questions about the purpose of the trip, group composition, standard, location, amenities and budget are crucial, as these are when the guest first learns about available options.
Does AI associate the facility with the right types of stays and advantages?
If the response reduces the facility to location, price or a general description, what truly builds its value disappears. The spa area, family offer, conference facilities, cuisine, surroundings and service standard do not contribute to the choice made by the guest. And in fact, to the recommendation that is literally presented to them.
Does AI give the guest a convincing reason to choose the facility over the competition?
In the response, it matters not only who was mentioned. The way the recommendation is justified also counts. It is the needs, features and situations assigned to individual facilities that influence which one becomes the more obvious choice.
During the webinar, we will show you how to read these signals and translate them into decisions regarding the offer, website, stay packages, content, data and sales.
It's not about whether AI knows your facility. It's about whether it recommends it to the right guest, in the right situation and with the right justification.
Who will benefit most from this webinar?
The webinar is primarily intended for:
owners and managers of hotels, resorts, spas and leisure facilities
people responsible for marketing, sales, communication or offer development
facilities combining family leisure, wellness and corporate stays
companies influencing the website, offers, packages and data in sales channels
brands competing for guests comparing several similar places
people wanting to understand why AI recommends the competition more strongly
You do not need to be proficient in GEO, semantics or how LLMs work. The webinar will be conducted from the perspective of marketing, sales, offers and business decisions.
You will check the real response of GenAI
- why these facilities appeared for a given purpose of the trip
- how AI justified their choice
- which facilities were missing
- what types of stays, needs and advantages were assigned to individual places
- whether this way of presentation supports the positioning of the facility and what conclusions it truly justifies
You will see that the strength of the recommendation is not determined solely by the presence of the name. The travel situation, the guest's need, the argumentation, and the way the facility is presented against other options also matter.
You won't get another useless list of random prompts One question asked in ChatGPT may show an interesting example. However, it is not enough to assess the entire situation. Responses may vary depending on the model, the way the question is formulated, the purpose of the trip, the composition of the group, the budget, the expected amenities, and the stage of the selection process. Therefore, random checks of the facility may lead to a false sense of security or to drawing overly far-reaching conclusions. During the webinar, you will see how to distinguish a single observation from information on which actions can be planned.
Organisation and logistics
- date
- 1 October 2026
- time
- 11:00 (Polish time)
- format
- online meeting | ClickMeeting
- duration
- 45 minutes | 35 minutes of webinar + 10 minutes for questions
- participation
- free
What you get
- webinar + Q&A session
- recording of the webinar sent after the event
the webinar will help you decide what to do next
what AI should understand about your facility
which stay situations are worth checking
how to compare your facility with the competition
what mistakes to avoid in self-analysis
how to translate insights into decisions and priorities
The webinar will highlight the issue and provide you with the first tool to choose the next step.
Frequently asked questions
Is the webinar only for hotels?
No. The webinar is also aimed at resorts, spas, leisure facilities and other places competing for guests choosing stays based on specific needs, such as a weekend for two, family getaway, wellness or corporate stay. The key question is whether AI can properly match your facility to the situation in which a potential guest is looking for a place for themselves.
Do I need to know about AI, GEO or language models?
No. The webinar will be conducted from a business perspective, not a technological one. We will focus on what AI's responses mean for the offer, marketing, sales and communication of the facility. You do not need technical knowledge or prior experience in analysing language models.
Will I see specific examples of AI responses during the webinar?
Yes. We will work with specific responses from models regarding various travel goals and analyse not only which facilities were mentioned, but also why AI indicated them, how it justified the choice, and what advantages it attributed to individual places.
Will the webinar show me how to check my own hotel or facility?
The webinar is not an individual audit of a specific facility, but it will show you how to look at AI responses and the questions worth asking in your own analysis. After the meeting, it will be easier for you to determine which stay situations are worth checking, which competitors to compare yourself with, and which elements of the responses to pay attention to.
Is it enough for me to just type the name of my hotel into ChatGPT?
No, if you want to draw reliable business conclusions from it. A single response shows only one situation. Results may vary depending on the model, the way the question is formulated, the purpose of the trip, the composition of the group, the budget or the expected amenities. During the webinar, we will show why it is worth looking at this area more broadly than through one prompt and one response.
Does the webinar only concern hotel marketing?
No. The insights may also relate to the offer, stay packages, sales, room descriptions, spa, gastronomy, family and corporate offers, PR communication, and data provided to partners and sales channels. The goal is to check whether what truly distinguishes the facility is properly understood and utilised by AI.
Does the webinar make sense if my facility is already well-recognised?
Yes. Mere recognition does not mean that AI recommends the facility in the right situations. A hotel may be well-known yet only appear primarily for one type of stay or be presented very superficially. The key is not only whether AI knows the name of the facility, but what needs it associates with it and how it justifies its choice.
Will there be an opportunity to ask questions during the webinar?
Yes. The webinar is planned as about 35 minutes of substantive content and about 10 minutes for questions. This is a good moment to relate the discussed issues to your own situation, specific type of facility or problem you observe in your communication.
Is participation in the webinar free?
Yes. Participation in the webinar is free and requires prior registration. In about 45 minutes, you will receive an organised view on how to analyse AI recommendations and how to translate observations into specific business priorities.
Find out in what situations AI recommends your facility
Spend about 45 minutes and see what needs, types of stays and arguments generative AI can associate with your facility.
Discover whether this image supports the choice of your offer or if the competition receives a more convincing justification.
Participation in the webinar is free. Can't attend live? Register and we will send you the full recording.