From 2027, hotels will have a simpler way to tell AI companies whether they can use their website content for training. Our advice? Don't rush to say no.
It's not a question we're hearing much from hoteliers just yet, but we suspect that'll change. After all, there's a certain appeal to keeping your carefully crafted content under lock and key. But will opting out come at a cost?
For most hotels, we think it's worth looking at the bigger picture before ‘flicking that switch’.
SO, WHAT'S CHANGING?
From early 2027 (exact date TBC), Google plans to support a new, shared industry control that lets website owners tell multiple AI companies whether they can use their content to train their models. Microsoft, OpenAI and Anthropic are backing the approach too.
The clever bit? Rather than managing different settings for different AI companies, you'll be able to express your preference through a shared signal in your website's robots.txt file. That's the little file that tells automated bots how to interact with your website.
Currently, it's a bit of a patchwork. Different AI companies have different controls, and some of those controls affect more than just training - they could impact your visibility in AI search too.
Which brings us to an important distinction.
NO TRAINING ≠ NO VISIBILITY
Blocking AI companies from training on your hotel's content doesn't necessarily mean your hotel will disappear from AI-generated answers.
That's because AI tools can still use information from websites to answer questions, even if that content hasn't been used to train their models (a process known as ‘grounding’).
There is, however, a catch.
Google has indicated that using the new training opt-out could also limit how your hotel appears in Gemini Apps, unless you specifically allow access through a separate setting called Google-Extended. However, that doesn't mean your hotel will disappear from Google Search or AI Overviews.
A slightly geeky distinction, perhaps. But one worth understanding before making changes that could affect your hotel's visibility.
WHY WE'D OPT TO TRAIN
Your hotel's website is your digital shop window. Every carefully crafted description, beautifully shot image and compelling story is there for a reason. To inspire travellers. To showcase what makes you different. And ultimately, to encourage bookings.
So why wouldn't you want AI to know about it?
The more AI models understand your property, its character, its location and those little details that set it apart, the better placed they may be to recognise its relevance (and recommend you) when travellers come looking.
Of course, allowing AI training doesn't guarantee your hotel will be recommended. But being part of the knowledge these models learn from should prove valuable as AI continues to influence travel discovery.
BUT ISN'T OUR CONTENT WORTH PROTECTING?
Absolutely, and there's a perfectly reasonable argument for keeping some of it to yourself.
After all, hotels have spent years creating valuable content, only to see third parties benefit from their investment. Our industry knows a thing or two about handing over value to intermediaries. Just ask anyone who's spent the last decade trying to reduce their reliance on OTAs!
The prospect of AI companies using your carefully crafted content to train commercial models, potentially without credit or compensation, is understandably uncomfortable.
And if your hotel has invested heavily in original photography, distinctive storytelling or genuinely exclusive content, you might feel particularly protective.
Fair enough. But we'd encourage a little perspective.
Not all content needs the same level of protection, and the new controls should give you some flexibility to make more considered choices.
You could restrict training more broadly while making exceptions for particular AI providers. Or protect selected areas of your website while leaving other content accessible.
The important thing is to make an informed decision, rather than simply shutting the door on everyone.
SO, WHICH SWITCH SHOULD YOU FLICK?
For most hotels, our recommendation would be to leave AI training enabled
Protect your most valuable original content where there's a good reason to, but think carefully before restricting access to the very information you've invested in making discoverable.
As AI becomes a more established part of how travellers research, compare and choose hotels, understanding the difference between training and visibility will become increasingly important.
And remember, this is still an evolving industry proposal. There's time to consider your options before the new controls arrive.
Our advice? Keep the door open, stay informed and make sure your hotel's content is working as hard as possible, wherever your future guests happen to be looking.
Need a little help navigating the changing world of AI search? Explore our SEO and GEO services for hotels and let's make sure your hotel stays part of the conversation.
Image Credit: ChatGPT