- ChatGPT delivers 97pc of all AI-referred traffic to independent hotel websites.
- ChatGPT accounted for 98 pc of all revenue generated through AI referrals by July 2026.
- Hospitality and Travel ads appeared in 76.31pc of sampled ChatGPT responses.
- Net Affinity and Smarthotel have activated ChatGPT advertising for independent hotels.
- Early English advertising data identified 884 distinct advertisers within the travel sector.
ChatGPT advertising has begun activating results for independent hotels across England and Europe, with early campaigns now live for properties including the Galgorm Group.
Hotel technology providers Net Affinity and Smarthotel initiated the advertising service for their clients, allowing independent properties to test the new channel as artificial intelligence gains influence within the travel planning journey. The development follows a period of substantial growth in the role that ChatGPT plays in directing consumers to hotel websites.
The providers say that analysis of real traffic across hundreds of independent hotel websites by Net Affinity and Smarthotel reveals that ChatGPT delivers 97pc of all AI-referred traffic, with Gemini accounting for 2pc and Microsoft Copilot representing 1pc. The trend proves even more pronounced from a revenue perspective, as ChatGPT accounted for 80pc of all revenue generated through AI referrals in March 2026, with that figure increasing to 98pc by July while Gemini fell from 11pc to just 2pc. Early England advertising data from search intelligence specialist Adthena shows that competition already develops within the travel sector, as Hospitality and Travel ads appeared in 76.31pc of sampled responses with 884 distinct advertisers identified.
Net Affinity will continue to monitor the performance of ChatGPT Ads and the platform’s integration into the wider hotel booking journey as the channel develops. The move sees Net Affinity and Smarthotel among the early hotel marketing providers helping independent properties establish a presence within ChatGPT, allowing clients to build first-hand experience of the channel and assess its value alongside established paid search, metasearch and social campaigns. With ChatGPT Ads creating a paid opportunity alongside its growing organic influence, Net Affinity believes the development represents an important new addition to the multichannel marketing mix for hotels.
Lauri Koop shared: “AI is changing how consumers approach travel planning, and our own data shows just how dominant ChatGPT has already become within AI-referred hotel traffic.”
