- Direct bookings
- AI visibility
- Multilingual demand
Industry · Hotels, travel and travel tech
A hospitality marketing agency in Mallorca for the AI era of travel
We are a hospitality marketing agency based in Palma de Mallorca, working on visibility across Google, Maps and AI assistants, direct bookings, reputation and guest relationships for hotels, restaurant groups, experiences and travel tech, in several languages.
Personal reply, No obligation, English, Español
Context
How travellers choose a hotel or a trip today
Hospitality marketing now means being present, and persuasive, wherever a traveller discovers, compares and decides: search, the map, reviews, video, online travel agencies and, increasingly, an AI assistant's answer.
In 2026 travellers discover with a question rather than a keyword. They ask Google, ChatGPT or Gemini for a quiet hotel near the sea and receive a shortlist with reasons. They then compare price, photos and reviews across your site, the OTAs and metasearch, and book where they find the most trust and the least friction.
From Palma de Mallorca, home to major hotel groups and travel technology companies, we work as a hotel and travel marketing agency for independent hotels and chains, boutique and luxury hotels, restaurant groups and beach clubs, DMCs and experience providers, and B2B travel tech suppliers.
In depth
Direct bookings and OTAs: a balance you manage
Direct bookings and OTAs are not outright rivals. Online travel agencies bring reach that few hotels achieve alone, but that reach carries a distribution cost and much of the guest relationship stays with the platform. The realistic goal is to decide how much demand is worth winning through your own channel.
Your website then has to win the comparison at the decisive moment: found for your name and your offer, price and terms clear at a glance, and a booking engine that is quick on mobile. Conversion rate optimisation reviews that journey step by step, and brand campaigns on Google Ads look after people already searching for you by name.
Measurement compares the true cost of each channel, not just volume: distribution costs against ad spend, cancellations, stay value and repeat visits. Reliable analytics show where to push direct sales and where an OTA is still the best way into a new market.
- Brand searches: who appears for your hotel's name.
- A clear offer: rate, cancellation and reasons to book direct.
- Booking engine: speed, steps, languages and payment methods.
- First-party data: guest contact details and consent.
In depth
Multilingual demand shaped by the season
Travel demand arrives in several languages and months in advance. Summer visitors research and book from home well ahead, in English, German or their own language, using different words from a local resident. Content, campaigns and customer service must be ready before the searching starts, not the season.
Every source market has its own vocabulary, competitors and go-to platforms, and a literal translation neither ranks nor persuades. We work natively in English and Spanish, and international SEO defines which other languages, such as German, deserve their own version.
The season also sets the calendar. Quieter months call for different audiences and reasons to travel, such as sport, food, short breaks or events, and video reaches source markets as they begin to plan.
In depth
AI assistants as trip planners
AI assistants are already part of trip planning: they summarise destinations, compare places to stay and suggest itineraries with room for only a few brands. In Spain, Google's AI Overviews have been live since March 2025 and AI Mode in Spanish since October 2025.
Google says its AI features only require a page to be indexed and eligible to show a snippet, and that Business Profiles help businesses appear in them. What makes the difference is first-hand content: what sets your hotel apart, who it suits, what is nearby and what the terms are. That is the work of GEO.
Beyond Google, ChatGPT, Claude and Perplexity run their own crawlers, so we check that neither your site nor your CDN blocks them unnoticed: since 1 July 2025, Cloudflare has blocked known AI crawlers by default and asks new domains to choose. Nobody can guarantee a mention, but presence can be measured and improved: see how to appear in ChatGPT.
Next come agents that act for the traveller. As of October 2026, purchases initiated by AI agents are at an early stage in Europe, with travel among the first categories being piloted; bookings still complete on your site or through an intermediary. Getting ready means structured data, machine-readable prices and terms, and an accessible booking flow: see our guide to agentic commerce.
In depth
Restaurants, experiences and travel tech
The same approach adapts to tourism businesses with different decision cycles: a restaurant or beach club is chosen in minutes from the map, an experience is compared over days, and a travel technology company sells to other businesses over months.
Restaurants and beach clubs: restaurant marketing runs through Google Maps, photos, recent reviews and an easy reservation. We look after the Business Profile, up-to-date menus and hours, visual content and review responses, alongside local SEO.
DMCs, travel agencies, experiences and events: what counts is content that helps people choose (what is included, who it is for, how long it lasts), clear availability and fast multilingual replies.
B2B travel tech: professional buyers also research with AI before speaking to sales. The work here is brand, expert content and qualified demand, as with tech, SaaS and startups.
Industry challenges
The challenges of hotel and travel marketing
Reliance on intermediaries
When most bookings arrive through intermediaries, each carries a cost and the guest relationship sits elsewhere.
Visibility in AI answers
If an assistant's shortlist omits or misdescribes your brand, you are out before the comparison begins.
Several languages and markets
Each source market searches differently and on its own timeline. Literal translations and one-size-fits-all campaigns underperform.
Seasonality
Demand is concentrated in a few months, and anything not prepared in advance arrives too late.
Reputation in plain sight
Reviews carry weight on the map, on OTAs and in AI summaries, and need daily attention.
Scattered data
PMS, booking engine, CRM, analytics and ad platforms rarely talk to each other, and consent leaves gaps.
Key channels
The channels that decide a booking
Six surfaces where travellers find you, compare you or come back.
Google Search and AI answers
Organic results, ads, AI Overviews and AI Mode handle searches by destination, by type of stay and by your name.
Google Maps and Business Profile
Profile, photos and reviews decide nearby and last-minute searches, and Google says profiles help businesses appear in its AI answers.
AI assistants
ChatGPT, Gemini, Copilot, Perplexity and Claude recommend from your site and third-party sources. Since August 2026, ChatGPT has shown contextual ads in Spain on its Free and Go plans.
OTAs, metasearch and review sites
Where travellers compare side by side: content, photos and consistent information count.
Video and social media
YouTube, Instagram and TikTok inspire the trip long before the booking, through your own video, creators and campaigns by market.
Email and WhatsApp
The owned, consent-based channel for confirming, preparing the stay, helping during the trip and asking for a review.
Action plan
Our playbook for hotels and travel
Six workstreams, combined to fit your business, markets and stage.
Visibility in AI answers
We audit how Google, ChatGPT and other assistants describe you, review crawler access and create first-hand content they can cite.
Map, profile and nearby searches
A complete Google Business Profile that matches the website, current photos, correct categories and a page per venue.
Managed reputation
A system for asking real guests for reviews, replying in their language and turning recurring feedback into improvements.
Booking and concierge agent
A multilingual AI agent, on your site or on WhatsApp, that answers questions, shares availability and hands over to your team. It always identifies itself as AI.
Video for source markets
YouTube campaigns through Demand Gen, and connected TV where the budget justifies it, by country and language, timed for when each market plans.
Before and after the stay
Useful messages by email and WhatsApp: confirmation, arrival preparation, extra services, review requests and reasons to return.
Customer journey
The traveller's journey, step by step
Each stage raises a different question and has a channel that answers it.
Phase 01 / 05
Inspiration
Video, social media and AI answers spark the idea of the trip, so your brand needs content of its own there.
Phase 02 / 05
Planning
Travellers ask search engines and assistants which area, dates and type of stay suit them. Detailed answers in their language win.
Phase 03 / 05
Comparison
Price, photos, location and reviews are checked across your site, the map, OTAs and metasearch, so the information must match.
Phase 04 / 05
Booking
A fast, clear and accessible process on mobile, with visible terms and immediate help, human or AI-assisted.
Phase 05 / 05
Stay and return
Communication before and during the stay, a review request and a reason to come back turn a booking into a relationship.
Key services
The services that move the needle
Generative Engine Optimization (GEO)
GEO so ChatGPT, Gemini, Claude, Perplexity and Copilot can find, understand and cite your brand, built on solid SEO.
AI Agents & Chatbots
AI chatbots and voice agents that answer, qualify and book in several languages, disclose they are AI and hand over to a person.
Local SEO & Google Business Profile
Local SEO for businesses with premises or a service area in the Balearics: an optimised Google profile, genuine reviews and consistent data.
Online Reputation Management
Reviews, comments and AI answers under control: monitoring, human-approved replies and a crisis protocol, always within platform rules.
YouTube, CTV & Streaming Audio Ads
YouTube video through Demand Gen, with connected TV, Spotify and podcast ads only when your goals and budget justify them.
Lifecycle Marketing, CRM & Automation
One system for CRM, email, WhatsApp and SMS that guides every contact from sign-up to repeat purchase, built on consented first-party data.
Regulation
Rules that shape travel marketing
Applied by default; not a substitute for legal advice.
AI agents and human support
Article 50 of the EU AI Act, applicable since 2 August 2026, requires telling users they are talking to an AI. Spain's Law 10/2025 bars large companies from relying on automated systems alone for customer service, gives customers the right to a person and requires co-official languages, such as Catalan in the Balearics, where the service targets those regions; they must adapt by 28 December 2026.
Genuine reviews
Since July 2026, Google's review snippet guidelines have excluded fake and undisclosed incentivised reviews. We only ask real guests, with no filtering and no hidden rewards.
Cookies, email and messaging
No analytics or advertising cookies before consent, with rejecting as easy as accepting (AEPD guide). Electronic marketing needs prior consent or an existing customer relationship for similar products, with a simple opt-out (LSSI).
Environmental claims
Directive (EU) 2024/825, applicable since 27 September 2026 (Spain's transposition was then incomplete), bans generic claims such as 'eco' or 'sustainable' without recognised excellent environmental performance. We use only specific, evidenced claims.
FAQ
Frequently asked questions
What does a hospitality marketing agency do?
It covers visibility on search engines, maps and AI assistants, advertising by market and language, conversion on the website and booking engine, reputation management and guest communication before and after the stay.
Can a hotel reduce its reliance on OTAs?
Yes, gradually and without giving them up. OTAs still bring reach; what changes is how much demand you win through your own channel. We promise no percentages: we measure each channel's true cost and decide with data.
How do I get ChatGPT or Google to recommend my hotel?
No formula or payment guarantees it. What helps is a site open to AI crawlers, specific first-hand content, a complete Google Business Profile, genuine reviews and mentions in trusted media. Presence is measured with real queries and the AI reports in Search Console and Bing.
Which languages should we work in?
Those of your real markets, not every possible one. Your booking and search data show which languages deserve their own content and campaigns. We work natively in English and Spanish; the rest is planned by market weight.
Can an AI agent handle bookings?
Yes, within clear limits. A well-designed agent answers common questions, shares availability and terms, and takes requests at any hour in several languages. It must identify itself as AI and hand over to a person when asked or when it cannot answer. See AI agents and WhatsApp chatbots.
How should negative reviews be handled?
With a quick, personal reply in the guest's language, without trying to bury them. We never generate fake reviews or offer hidden incentives; our online reputation service organises the process.
When should we start preparing for the season?
Months before your customers begin searching. Content needs time to rank and international markets book early, so we plan the full year with a calendar per market.
Contact
Start with a diagnosis of your direct channel
We review how Google, Maps and AI assistants find and describe you, how your site competes with intermediaries and what we would tackle first.
Personal reply, No obligation, English, Español
Start with SERMAN
Tell us about your project
First conversation
Diagnosis and proposal