Is your hospitality business visible when travellers ask ChatGPT?

GEO means Generative Engine Optimization: being recommended when a guest plans in ChatGPT, Gemini and Claude. AEO means Answer Engine Optimization: being the answer itself in Perplexity and in the AI answers at the top of search. Traditional SEO competes to come first among a huge number of possible pages and links. GEO and AEO are about getting onto the short list of recommendations, where you are considered even without a click because guests trust AI recommendations. Structured, machine-readable information and clear direct links are exactly what we build for you. The foundation is free because the network only becomes strong when the whole industry takes part.

Yes. Cabins, holiday homes, serviced apartments, glamping sites and Airbnb hosts get a profile with a direct link to their own booking, with no platform fee. DMCs and inbound tour operators get their packages, transfers and guided experiences structured so AI can weave them into the itinerary, even when the traveller does not know you by name.

In Google you compete to come first among a huge number of possible pages, links and ads. In AI search the guest gets a short list of recommendations at the moment the intent to book is highest. Even if the guest doesn't click right away, you are considered for the booking, because guests trust AI recommendations that save them time and look closely at what is recommended. That is why it matters so much to get onto that shortlist in as many questions as possible. For years hotels and even chains have optimised their visibility on their own with SEO and big paid media budgets. The winners have still always been the OTAs thanks to their huge supply, their credibility and their bought traffic. Now there is a chance to change that, but the industry has to stand together and act fast. Our job is to get you mentioned and chosen when the guest plans: ideally straight to your booking without commission and at the very least always in consideration.

Yes. The free profile costs nothing, now or later. No listing fee, commission or card required. The network only becomes valuable when the whole hospitality industry participates, so the foundation stays free for everyone.

Yes. The goal is for the guide to be complete, so all relevant businesses are included from the start. The difference is where the booking goes. Unclaimed businesses are booked through a third-party channel, where we may earn an affiliate commission, much like an OTA. As soon as you claim your page, that is replaced: the booking and the guest go directly to you, completely commission-free and you control your own content.

In four ways: Premium and Featured profiles, affiliate commission on unclaimed businesses, featured guide placement and our main business, AI sales colleagues for hospitality. Claimed partners are always booked directly, commission-free. See prices

No. The AI guide and the AI travel planner always recommend what best fits the guest's own request. That is how we build trust with travellers. What we can influence is placement in the featured areas of the pages, where Featured members are shown at the top of their category. Outside the guide, in Google and in external AI services, we work hard to make all our members visible across the whole network. With Premium and Featured you get more pages and more possibilities for external visibility.

SEO and GEO have been around for a long time but never solved the OTA problem for hospitality and travel businesses, because every business optimises on its own. Today the guest asks one question and expects a complete, logical answer they can trust. That comes from one shared layer that connects the whole industry and links back to you. It brings not only traffic but authority, both to your own website and to your page in the guide. You don't need to fill your website with AI text, which few have time for and which can damage your personality. We take care of it and you get the traffic commission free. We update automatically from your own content and if anything is missing, just contact us and we fix it.

Brand authority is about your own name. That is where hospitality and travel businesses usually compete with Booking.com and other OTAs, who have optimised for it for many years. Guests who already know you will find you anyway. The guests you really need are the ones asking big questions and wanting the full context: where to stay, what to do and where to eat in a place. There, topic and location authority decide who gets recommended and that is where we come in. You most likely already lead on your own name. What you need is authority in your topic and your location and we build it for you. That is why we complement your own work and it is a cost effective way to reach new guests without you having to do anything.

Hospitality's commission free AI visibility layer and AI travel planner. The guide already covers tens of thousands of travel and hospitality businesses, soon hundreds of thousands. Not only our members but the whole landscape: hotels, rentals, activities, restaurants, events and travel companies, city by city. We grow across Europe and the world. That gives AI the full picture of a trip, so your business gets mentioned in context instead of alone. The AI travel planner for travellers launches in January 2027.

Every travel and hospitality business will need its own sales colleague online: your representative to guests, partners and other AI services such as ChatGPT and Perplexity, working for you around the clock.

Your website is one voice. direct.guide is an entire source that AI services read, with tens of thousands of travel and hospitality businesses and soon hundreds of thousands, comparisons and destination pages. You need both, but this is free.

Your Google profile appears in Google. direct.guide is built for the next wave: ChatGPT, Gemini and the AI assistants travellers already use to plan.

Visit Sweden's national API is a great tool and we are integrated with it ourselves. It is very wide but does not always go deep on each business and does not cover every area. We are specialised and use it together with many other sources to build the AI visibility network and the AI travel planner. The planner also acts: it answers, compares, plans the day and sends the guest all the way to your booking.

Yes, with a paid AI sales colleague, not included in the Free, Premium or Featured profile. The sales colleague integrates with your PMS or booking system and sells through it with live rates and availability. Read more for your vertical: hotels, holiday rentals, travel companies, destinations.

The basic profile is always free. Premium starts at €17 (185 kr) a month and Featured at €50 (550 kr) a month, excluding VAT. The price is per year and you choose to pay yearly, every six months or quarterly.

No. Guests go directly to your own booking. Zero commission and the customer relationship is yours.

Your visibility starts working right away. As soon as your profile is ready we start exposing your pages and content so AI services learn them. The first traffic normally comes after about three months. From six to twelve months traffic grows gradually and settles into a steady flow. You follow the progress in your monthly report. The AI travel planner for travellers launches in January 2027.