Your visibility score is only as meaningful as the prompts behind it. These tips help you build a prompt list that reflects how real guests search.
1. Use the words your guests use, not your marketing words
Guests don't type "brand hotel", "city hotel" or the name of your restaurant concept. Ask yourself: would a guest really type this? For example, use "Which hotels in Cologne have a good breakfast?" instead of a prompt built around your breakfast buffet's brand name. If in doubt, plain "hotels" works better than a hotel category.
2. Focus on questions guests ask before they book
Track the questions guests ask while deciding where to stay, such as location, audience or features. Questions guests ask after booking, like breakfast times or check-out time, don't influence whether AI recommends you.
3. Get the region right
Your target region appears in every prompt, so it has a big impact:
Too broad, like a whole country or a large metropolitan area, puts you up against hundreds of hotels. Your visibility will be close to zero and tell you little.
Too narrow, like a single street or square, is rarely searched.
A good fit is the area where you can realistically be recommended, such as a city district, a town or a well-known area like "on Lake Tegernsee". For rural hotels, a region name such as "in the Black Forest" can work well.
4. Skip features every hotel has
Features almost every hotel offers, like free Wi-Fi or non-smoking rooms, rarely influence where guests stay. They don't make good prompts.
5. Skip features only your hotel has
If no other hotel in your region offers a feature, you'll be visible for it almost every time. A score of 100% for such a prompt doesn't tell you anything new. Choose features that several hotels compete on and that matter to your guests, for example parking with EV charging, a spa or pet-friendly rooms.
6. Track the business you want
Every prompt should reflect guests you actually want to attract. If trade fair guests aren't important to you, you don't need trade fair prompts. If families are a key segment, make sure your list covers them.
7. Start with a first draft and refine
Your first prompt list doesn't need to be perfect. Once your first results are in, go through your prompts and ask yourself for each one: do we really want to be visible here? Remove or adjust prompts that don't fit and add the ones that are missing.
A word of caution
Your visibility score is calculated across all your tracked prompts. Adding or removing prompts therefore changes your score, even if nothing changed in the AI answers. Keep your prompt list stable when you want to compare results over time.