P
aid advertising on ChatGPT and other AI platforms may still be in its infancy, but considering how quickly AI has grown in scope, users, and cultural impact in just the past year, it makes sense for marketers to start thinking about the potential now. Getting up to speed on AI ads will be particularly important for hotel and resort marketing teams looking to reach today’s tech-savvy travelers. With trip planning traditionally requiring dozens of online searches, it’s no surprise that travelers are increasingly turning to AI to simplify everything from destination discovery to itinerary building and selecting an accommodation.
Below, we’ve curated what hospitality marketers should know now about the mysterious world of AI advertising — and how to prepare your strategy for the paid media of tomorrow.
Can You Advertise Yet on ChatGPT?
OpenAI recently began testing ads in the US on February 9, 2026. The company announced that it was taking “a deliberate, phased approach” and would expand gradually as it learned from real-world use and feedback. Major companies like Target, Ford, Audible, and Adobe jumped on the bandwagon for the pilot testing.
What Do ChatGPT Ads Look Like?
Users who were eligible for the test were served ads below the end of a response. Labeled as “sponsored,” the ads are positioned at the bottom of the main AI-generated response to a query. These ads generally offer a suggested next step or related product, rather than appearing as a traditional display ad.
Is ChatGPT the Only AI Platform Using Ads?
So far, yes. Google executives say the company has no immediate plans to put ads in its AI tool, Gemini. But Google’s senior vice president of knowledge and information, Nick Fox, says the tech giant is “not ruling them out,” according to a recent WIRED article.
How Should I Get Ready for ChatGPT Ads?
While ad opportunities on ChatGPT aren’t yet available for smaller companies, it’s never too early to start thinking about how to position your hospitality brand’s advertising on AI platforms. Below, we’ve outlined a few best practices for ChatGPT ads for hotels and resorts:
- Focus on Intent: Travelers use ChatGPT to build itineraries and search for specific types of hotels or wedding venues in certain geographic areas (e.g., “What’s the best hotel in the Poconos?” or “Where should I get married on Amelia Island?”). Tailor your ad copy to provide direct answers for people seeking properties in your area.
- Conversational Copywriting: Unlike standard banner ads, ChatGPT ads should feel like a natural, helpful recommendation — not a sales pitch. Steer away from clever slogans and toward information and ideas for next steps.
- Landing Page Optimization: Ensure that the landing pages you direct your ads to clearly address the questions the user just asked the AI, so that once they get to your website, they feel seen and heard.
How Else Can I Use AI to Market My Property?
While ads on ChatGPT aren’t widely available to buy yet, there are other ways you can tap into the power and prevalence of AI. To reach the growing number of travelers who are using chatbots to plan their trips and find hotels, you’ll want to boost your AEO (answer engine optimization), so your content shows up in featured snippets and “near me” searches. To get started, check out our guide to adapting your SEO strategy for AI.
How Do I Build an AI Strategy for My Hotel or Resort?
Set up a consultation with us! Hawthorn Creative’s search marketing experts can help you create a strategy that accounts for SEO, AEO, and AI advertising potential. (Learn more about our search marketing solutions and success stories.)