16/09/2026
This chart should change how every UK hotel and restaurant thinks about their social media.
Semrush analysed 325,000 AI search prompts across ChatGPT, Google AI Mode, and Perplexity to find out which sources AI tools cite most when generating answers.
๐ง๐ต๐ฒ ๐ฟ๐ฒ๐๐๐น๐:
- ๐๐ถ๐ป๐ธ๐ฒ๐ฑ๐๐ป - #๐ฎ ๐บ๐ผ๐๐ ๐ฐ๐ถ๐๐ฒ๐ฑ ๐๐ผ๐๐ฟ๐ฐ๐ฒ (๐ญ๐ญ.๐ฌ๐ฏ%)
- ๐๐ป๐๐๐ฎ๐ด๐ฟ๐ฎ๐บ - #๐ญ๐ฌ ๐บ๐ผ๐๐ ๐ฐ๐ถ๐๐ฒ๐ฑ ๐๐ผ๐๐ฟ๐ฐ๐ฒ (๐ฏ.๐ณ๐ฌ%)
Let that sink in for a moment.
When a guest asks ChatGPT "best boutique hotel in the Yorkshire Dales" - the AI isn't just reading hotel websites and TripAdvisor. It's reading LinkedIn posts. It's reading Instagram content.
๐ช๐ต๐ถ๐ฐ๐ต ๐บ๐ฒ๐ฎ๐ป๐ ๐๐ผ๐๐ฟ ๐ณ๐ผ๐๐ป๐ฑ๐ฒ๐ฟ'๐ ๐๐ถ๐ป๐ธ๐ฒ๐ฑ๐๐ป ๐ฝ๐ผ๐๐ ๐ฎ๐ฏ๐ผ๐๐ ๐๐ต๐ฎ๐ ๐บ๐ฎ๐ธ๐ฒ๐ ๐๐ผ๐๐ฟ ๐ฝ๐ฟ๐ผ๐ฝ๐ฒ๐ฟ๐๐ ๐๐ฝ๐ฒ๐ฐ๐ถ๐ฎ๐น? ๐ง๐ต๐ฎ๐'๐ ๐ฎ ๐ฐ๐ถ๐๐ฎ๐๐ถ๐ผ๐ป ๐ผ๐ฝ๐ฝ๐ผ๐ฟ๐๐๐ป๐ถ๐๐.
๐ฌ๐ผ๐๐ฟ ๐๐ป๐๐๐ฎ๐ด๐ฟ๐ฎ๐บ ๐ฅ๐ฒ๐ฒ๐น ๐๐ต๐ผ๐๐ถ๐ป๐ด ๐๐ต๐ฒ ๐น๐ผ๐ด ๐ณ๐ถ๐ฟ๐ฒ ๐ถ๐ป ๐๐ต๐ฒ ๐ฏ๐ฎ๐ฟ ๐ผ๐ป ๐ฎ ๐๐ถ๐ป๐๐ฒ๐ฟ ๐ฒ๐๐ฒ๐ป๐ถ๐ป๐ด? ๐ง๐ต๐ฎ๐'๐ ๐ฎ ๐ฐ๐ถ๐๐ฎ๐๐ถ๐ผ๐ป ๐ผ๐ฝ๐ฝ๐ผ๐ฟ๐๐๐ป๐ถ๐๐.
Most UK hospitality businesses treat social media as a brand awareness channel. In 2026, it's something more significant than that - it's one of the primary signals AI tools use to decide which hotels and restaurants to recommend.
Two types of content that work hardest for GEO visibility in hospitality:
โ Search-led content - blogs, FAQs, and structured web pages that answer specific guest questions directly
โ Brand-led content - founder posts, thought leadership, behind-the-scenes content that builds authority and trust
Together, they don't just reach guests. They teach AI what your property is, who it's for, and why it's worth recommending.
The hotels investing in both right now will be the ones AI tools name by default in 6 months.
๐ช๐ต๐ถ๐ฐ๐ต ๐ฐ๐ผ๐ป๐๐ฒ๐ป๐ ๐๐๐ฝ๐ฒ ๐ถ๐ ๐๐ผ๐๐ฟ ๐ฝ๐ฟ๐ผ๐ฝ๐ฒ๐ฟ๐๐ ๐บ๐ถ๐๐๐ถ๐ป๐ด?
- Smit, Founder, ThisRapt
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