AI for independent hotels.
First, what's worth doing.
Direct bookings, reviews, the 11 pm WhatsApp message and what ChatGPT says when someone asks where to stay. Strategy, brand and AI agents for independent hotels and small groups, from Palma de Mallorca.
What we see in independent hotels.
These aren't technology problems. They're decisions nobody has made.
The OTA charges for what your website can't sell.
Your website describes the hotel but gives guests no reason to book direct. Every booking that goes to an OTA because of that is commission paid on a communication problem.
Enquiries arrive when nobody can answer.
WhatsApp, Instagram and email at 11 pm, in high season, in three languages. An unanswered enquiry doesn't disappear: it books somewhere else.
Reviews get answered late, or all the same way.
The review is already written. The only thing you still control is the reply, and the next guest reads it before booking.
When someone asks an AI, your hotel doesn't come up.
More and more travellers ask ChatGPT or Google where to stay. If your website doesn't give clear answers, the AI recommends someone else.
Plenty of tools, nobody deciding.
PMS, channel manager, booking engine, social agency, chatbot. Each supplier optimises its own part and nobody is accountable for the whole.
What we do for hotels: strategy, brand and AI agents.
AI agents for bookings and enquiries
An agent that replies on WhatsApp and on your website in seconds, in the guest's language, qualifies the enquiry, pushes the direct booking and hands a person whatever needs a person. Connected to what you already use.
See the service · AI Revenue Agents →Direct sales and visibility in Google and AI
Website, Google Business Profile, content and structured data so the hotel is understood — and recommended — in Google, in Maps and in the answers of ChatGPT, Perplexity or Gemini.
See the service · Digital Presence →Reviews and social conversation
A reply system with judgement: what a machine answers, what a person answers, and how every repeated complaint goes back to operations.
See the service · Social Care →Team and leadership
Practical training so front desk, reservations and management use AI with judgement, not just enthusiasm.
See the service · Speaking & Training →
What we don't automate in a hotel.
- The complaint of a guest who is already in the building.
- Negotiating groups, weddings and events.
- The welcome.
- A pricing decision without a person reviewing it.
- A conversation where the guest doesn't know they're talking to a machine.
Technology gets chosen after the problem. If it doesn't move a number you care about, it doesn't stay.
How we start: a diagnostic first, then a pilot.
In one week we analyse, from the outside, your website, your reviews, your competitors and what AI says about your hotel. One page, one number: what it's costing you today.
A single intervention, measured and time-boxed. For example, the WhatsApp agent for one season.
What works gets connected to your operation and your team.
What proved itself gets scaled. The rest gets switched off.
Eighteen years inside hospitality. Not watching from outside.
UNFILTERED is run by Santiago García Solimei: eighteen years leading the digital conversation, brand and social media of one of the largest hotel groups in the world. Today he teaches digital marketing at ESERP, speaks at industry events such as the Hospitality Social Media Summit in London, and wrote «Nobody Did Anything Wrong. And the Company Closed.», a book on deciding what's worth doing when AI can do almost everything.
What you're probably wondering.
What can AI actually do for an independent hotel?
Mainly three things: answer enquiries and bookings instantly in any language, bring order to review replies, and make your website and Google profile understandable to search engines and AI assistants. What it shouldn't do is replace the conversation with a guest who has a problem.
Does it work for a small hotel or a hostel?
Yes, and that's often where it shows most: fewer people to answer and more dependence on OTAs. The scope changes, the judgement doesn't.
Do I need to change my PMS or booking engine?
No. We work with what you already have and choose technology to fit the problem. UNFILTERED isn't tied to any tool.
How do I get ChatGPT or Google to recommend my hotel?
There's no button. It helps when your website clearly answers what travellers ask, when your information is consistent across Google, OTAs and social, and when trusted sites talk about you. It's one of the things we measure in the Reality Check.
Will guests know they're talking to an AI?
Yes. We always say so. The damage isn't done by automation, it's done by discovering it.
How do we start?
With a Reality Check: one week, one page, one number. It's paid, and it's credited if we work together afterwards. That way, if you hire anything, you know exactly what and why.
Before you hire anything, look at what is actually there.
One week. One napkin. One thirty-minute call. And one number: what it's costing your hotel today.
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