CITED

Crawlability

Whether AI systems can read your site at all. This determines whether anything else matters — a property with perfect listings, excellent reviews and strong press coverage is still invisible if its own site cannot be read.

The most common failure is not a bad website. It is a content delivery network with an AI-scraper block enabled by default, which nobody chose deliberately and which overrides the site's own settings. The property ranks normally on Google and is invisible to every AI engine.

What we do: audit crawler permissions at both the robots and CDN layer, test every page template with JavaScript disabled, identify amenity lists and FAQs trapped inside tabs or accordions where they never reach the HTML, and issue the exact configuration your web agency needs to apply.

A hotel whose amenities live inside a collapsed accordion appears, to a machine, to have no amenities.

Identity

Whether machines can resolve what your property actually is. Before a model can recommend a hotel it must recognise it as a distinct entity with attributes — rooms, amenities, exact location, what it is near, which group it belongs to.

This is the least contested territory in the whole framework, because at almost every hotel group it is owned by nobody. Structured data is deployed once at site launch and never revisited. Entity records do not exist. Name and address vary subtly across forty platforms.

What we do: author complete structured data per property, create and correct machine-readable entity records, claim the Knowledge Panel, and reconcile name, address, phone, coordinates and category to be byte-identical across every surface that carries them.

"The Grand Hotel Edinburgh" and "Grand Hotel, Edinburgh" are two entities to a machine. Everything you have built splits between them.

Trust

Whether independent sources confirm the claim. Roughly 82% of AI citations come from earned media rather than a brand's own website. A model treats your marketing copy the way an experienced traveller does — as a source with an obvious interest in the outcome.

What it cites instead are places that appear neutral: review platforms, tourism boards, city guides, curated collections.

What we do: claim and complete the review platforms nobody manages, audit listing accuracy across collections you already belong to, and supply a response framework that turns your existing reviews into citable content.

Expression

Whether your content can actually be extracted. This is where the interests of machines and guests align completely, which makes it the easiest component to get agreement on internally.

"Superbly located in the heart of the city" is unusable to a model. There is no fact in it — and it does not help a traveller either, because it does not answer whether the hotel is walkable to where they are going. "Twelve minutes' walk from Waverley Station" can be quoted, and is more useful to a human.

What we do: specify question-shaped headings that match how guests ask, answer-first structure because models extract opening sentences preferentially, and replacement of unquantified superlatives with checkable facts. Your writers execute it in your brand voice — we never write in it for you.

The test: could a stranger extract three concrete facts from this page in ten seconds? If not, it is failing humans and machines equally.

Distribution

Whether you exist in the places models look. Map platforms, national tourism boards, city destination organisations, directories, forums and data aggregators.

Much of this is free, permanent and treated by models as authoritative — a national tourism board is a credible source on where to stay in that country. And at almost every group we assess, most of it is unclaimed.

What we do: claim, complete and maintain each surface per property, reconcile the data aggregators that silently feed dozens of smaller directories, and monitor the forums where travel recommendations are actually discussed — always with disclosed identity, never anonymously.

For a fifteen-property group this is roughly forty-five high-authority records that can exist within a fortnight, at no media cost.