Net Affinity and Smarthotel launch hotel advertising within ChatGPT

Net Affinity and Smarthotel activate hotel advertising within ChatGPT
ChatGPT delivers 97pc of all AI-referred traffic to hotel websites
ChatGPT accounted for 98pc of AI referral revenue by July 2026
Galgorm Group among early advertisers on the platform
Hospitality and Travel ads appeared in 76.31pc of sampled responses

Net Affinity and Smarthotel have begun activating advertising for independent hotels within ChatGPT as the emerging advertising channel launches across England and Europe. The move positions the hotel technology and digital marketing providers among the early hotel marketing providers helping independent properties establish a presence within ChatGPT. The development follows significant growth in the role ChatGPT is already playing in driving consumers to hotel websites.

Analysis of real traffic across hundreds of independent hotel websites by Net Affinity and Smarthotel shows that ChatGPT now delivers 97pc of all AI-referred traffic, substantially ahead of Gemini at 2pc and Microsoft Copilot at 1pc. In March 2026, ChatGPT accounted for 80pc of all revenue generated through AI referrals. By July, that figure had increased to 98pc while Gemini fell from 11pc to just 2pc.

Early advertising data from search intelligence specialist Adthena shows that competition is already developing within the travel sector. Hospitality and Travel ads appeared in 76.31pc of sampled responses with 884 distinct advertisers identified. Activity within travel is currently centred heavily around online travel agents, package holiday providers and transport businesses.

Lauri Koop, Managing Director at Net Affinity, 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. Our role is to make sure our hotel clients are well placed to respond to new opportunities quickly and strategically. Activating advertising within ChatGPT at this early stage allows us to build first-hand experience of the channel and assess where it can add genuine value alongside established paid search, metasearch and social campaigns. This is still an emerging advertising platform, which makes early involvement particularly important. By building our knowledge of the channel now, we believe we can create a competitive advantage for our hotel clients as ChatGPT Ads develops.”