How Consistent Are AIHotel Recommendations?

In January 2026, SparkToro published research showing that AI tools produce consistent brand recommendation lists less than 1% of the time. This has major implications for marketers tracking "AI visibility."

Our hypothesis: Hotel recommendations should be MORE consistent than general brand recommendations because hotels are geographically constrained. There are only so many hotels in Paris—unlike infinite "project management tools" or "CRM software" options. Moreover, ChatGPT grounds itself in Google Maps (through scraping). Like Shopping, there is evidence they are using the place_id for entity reconciliation.