Guests now get their answer from Google and AI assistants before they reach a website. Here is what that changes for a hotel, and what an address of its own does about it.
68%
Of Google searches in the US now end without a click
In the first four months of 2026, two searches in three ended on the results page, up from about 60% in 2024. The answer is read where it appears, and the hotel's own page is never opened.
US Google searches
Ended without a click, 202668%
Ended without a click, 202460%
Clicked through, 202632%
SparkToro, zero-click study on Similarweb clickstream data (US, Jan.–Apr. 2026)
8%
Of searches click a result once AI answers: being cited is now the key
Without an AI summary, 15% of visits click a search result; with one, 8%. The answer is what reaches people, so what counts for a hotel is to be the source that answer names.
Visits that clicked a search result
No AI summary on the page15%
With an AI summary8%
Pew Research Center: 68,879 Google searches by 900 US adults (April 2025)
The figures are rounded and attributed to their publishers. Both measure Google search in the US.
Built to be found by AI
More and more guests ask an AI assistant for the best hotel rather than searching. A hub under .best is built for that question.
54%
Found where AI looks for the best
Ask an AI assistant for the best hotel in town and it leans on pages built around “best”: in Meltwater’s study of 9.5 million AI citations, “Best X” listicles appeared in 54% of the most-cited LinkedIn content. A hub at hotels.best/yourhotel puts “best” in the hotel’s own address, and gives assistants one clear page to cite for it.
Meltwater × LinkedIn Ads, LinkedIn AI visibility study (2026): share of top-cited LinkedIn content by format. No ranking or citation is promised.
Most cited content types
“Best X” listicles54%
Side-by-side comparisons50%
“How to choose” guides33%
Educational explainers17%
Thought leadership + data8%
01
“Best” is already in the address
People ask an assistant for the best hotel in town. On a .best hub, the word in their question is already in the hotel's own address: hotels.best/yourhotel.
02
One page an assistant can read
What the hotel is, what it offers and where to find it — on one page, in plain text, at one address, rather than scattered across profiles an assistant has to piece together.
03
One name everywhere
Every profile can point back to the same .best address, so the hotel reads as one name rather than a handful of handles that may or may not be the same hotel.
04
The source is the hotel itself
When an assistant cites the hub, it cites the hotel's own page — not a booking site, a directory or a lookalike account speaking for it.
Nothing here promises a ranking or a citation: assistants choose their own sources. A .best hub gives them a clear one.
One address. Everything the hotel is.
hotels.best/yourhotel is an address the hotel holds, a hub it opens, and a follow that is held against it.
Your hotel. At the Best address.
hotels.best/yourhotel for free, and on Pro yourhotel.hotels.best — the hotel's own address, easy to say and easy to find.
darbiona.hotels.best
Address ofDar Biona
PlanPro
hotels.Best brandingRemoved
All your links in one place
Rooms, rates, the direct booking, the map and reception on one page, at one address a guest can type from the key card.
Dar Bionahotels.best/darbiona
Book a room
The newsletter
Super Follow: Grow your guest list
Guests follow the hotel at its address, not a portal's — so the guest who stayed once can hear from the hotel again.
Super Follow
12,846+24%
Held athotels.best/darbiona
Moves with the nameYes
Click analytics
See which rows guests press — book, call, the map — counted at the hotel's own address rather than inferred from a portal's dashboard.
Link clicks, this month
48,209+18%
Measured atyour own address
Send messages to Super Followers
The quiet-season offer, the new suite, the festival weekend: written once, and it lands with every Super Follower.
Message to Super Followers
Spring dates are open — 15% off a direct booking with SUPER15.
Delivered12,846 of 12,846
Lands intheir super box
Private links for Super Followers
The returning-guest rate, the rooftop dinner: rows that open for the guests who followed the hotel, and stay shut for everyone else.
On the hotel's hub
Rooms & rates
Book a room
The rooftop dinnerSuper Followers
Shut, not hidden
One address, one page, one following — and all three of them the hotel’s. How it works walks through building it, Super Follow is the button the third card is about, and pricing is what each plan costs. About .best covers the domain the paid plans come with.
Ready to create your hotel's hub?
For the hotels, riads, guesthouses, B&Bs and resorts that want an official address of their own.
