The arrival of advertising on conversational AI platforms like ChatGPT is not only shaking the foundations of the traditional digital advertising ecosystem, but also opening up a new landscape for sectors such as hospitality, where visibility and personalization are key to attracting travelers.

Until now, Google has been the dominant force in online advertising, especially when it comes to searches related to travel, accommodation, and tourist experiences. Hotels, both large and small, have invested for years to appear at the top of search results, fiercely competing to show up when a user types “charming hotel on the Costa Brava” or “best accommodation in central Barcelona.” But the emergence of conversational models like ChatGPT, now capable of integrating sponsored ads into their responses, could radically change the rules of the game.

Imagine a user who, instead of performing a traditional search, directly asks an AI assistant: “Where do you recommend I stay in Tarragona this weekend?” If the response includes sponsored recommendations, carefully woven into natural and contextualized language, the impact can be far more persuasive than a simple sidebar ad on a search engine. For hotels, this opens a new path to visibility, but also demands a rapid adaptation to an environment where conversation replaces the click.

Moreover, AI doesn’t just respond — it learns. As it interacts with users, it can refine its suggestions based on preferences, travel history, and even the emotional tone of the query. This means that a boutique hotel that knows how to position itself well on this new channel could reach exactly the kind of guest it’s looking for: someone who values authenticity, personal attention, and a tailored experience.

However, this new paradigm also raises challenges. How do we measure the return on investment of a conversational recommendation? What role will digital marketing agencies specialized in tourism play? And how can we ensure that sponsored content doesn’t compromise the user’s trust in the tool?

One thing is clear: the hospitality sector cannot afford to stay on the sidelines. Advertising in conversational AI is not a passing trend, but a natural evolution of digital marketing. And like any evolution, it will reward those who adapt with agility, creativity, and strategic vision.