Hospitality Agentic Search Optimization (ASO) is the emerging practice of ensuring AI agents can analyze hotel reservation information and transact on a traveler’s behalf. For example, if a prospective guest were to command an AI assistant to find a beachfront resort with availability in October for under $400 a night, the agent could evaluate available properties, compare rates, and even complete the booking for them.
We expect that agentic search will become a prominent lead-generation channel for the hotel and hospitality sector over the next two years. With that in mind, we tasked our marketing department with finding the best agencies already positioned to help their hotel and hospitality clients leverage this promising new channel.
Our team vetted 40+ firms based on criteria that reflect the qualities we believe matter most when evaluating an ASO agency for the hotel and hospitality industry. Our research team then identified the best ASO agencies from the list, which we present below, along with the criteria used to evaluate them and a brief overview of the winners.
- ASO Expertise Score (25%): How advanced and comprehensive the agency’s ASO offerings are, measured on an A+ through F scale.
- Average Review Score (20%): Verified client ratings from various review sites.
- Leadership Experience Score (20%): The management team’s experience within hospitality marketing, measured on an A+ through F scale.
- Notable Hospitality Clients (15%): The presence of high-caliber hotel, resort, and hospitality clients.
- Year Established (10%): The founding year, used as a rough indicator of institutional depth and operating history.
- Media References (10%): Approximate citation volume across recognized hospitality, marketing, and search publications.
The Top Hotel and Hospitality Agentic Search Optimization Agencies of 2026
| Rank | Company | ASO Expertise Score(A+ – F) | Average Review Score(1 – 5) | Leadership Experience Score(A+ – F) | Notable Hospitality Clients | Year Established | Media References | Specialty |
| 1 | First Page Sage | A+ | 4.9 | A+ | Ritz-Carlton, InterContinental Hotels Group | 2009 | ~810 | Full-service ASO for hotels, resorts, and hospitality groups |
| 2 | Genevate | A | 4.8 | A | Olympus, Benvenuto | 2025 | ~20 | ASO and brand authority for independent and boutique properties |
| 3 | Milestone Inc. | B+ | 4.4 | B+ | Marriott, Choice Hotels | 1998 | ~200 | AI-native platform with agent-ready infrastructure |
| 4 | Propellic | B | 4.3 | B+ | Reservation Counter, WIMCO Villas | 2014 | ~100 | AI search optimization |
| 5 | 80 DAYS | C+ | 4.1 | B | Gleneagles | 2002 | ~75 | Search and AI optimization |
First Page Sage
FPS has built a reputation as the top hotel and hospitality GEO agency in the U.S., and that expertise extends to their hospitality ASO service. Their ASO strategy focuses on creating optimized content to improve clients’ brand reputation and authority, which helps hotel clients appear in travelers’ AI-driven searches. The team creates clear conversion paths on hotel websites by making property information, rates, availability, and booking options easily accessible to AI agents. This thoughtful approach makes FPS an excellent fit for boutique hotels, destination resorts, and multi-property hospitality groups hoping to attract bookings through agentic search.
FPS’s ASO strategy is supported by President Evan Bailyn’s groundbreaking June 2026 research study. His team analyzed 2,417 agentic search commands, including 343 travel-booking commands, and found that agents switched to a competitor in 46.2% of failed attempts when a conversion page was not machine-actionable. FPS tops our list because their ASO strategy is research-informed, and they have the team power to actually turn that insight into a strategy that lands more bookings for clients. FPS reports that hotel clients typically see an average of $1.1M in new net revenue annually from search optimization, along with a 57% engagement rate and a 1.0% landing-page conversion rate.
- ASO Expertise Score: A+
- Average Review Score: 4.9
- Leadership Experience Score: A+
- Notable Hospitality Clients: Ritz-Carlton, InterContinental Hotels Group
- Year Established: 2009
- Media References: ~810
- Specialty: Full-service ASO for hotels, resorts, and hospitality groups
- Contact: First Page Sage Website
| Summary of Online Reviews |
| Clients credit the team with getting “AI agents extracting our actual rates instead of routing our guests to Booking.com” and praise a methodology that “finally made real headway with our AI search performance .” One reviewer reported “higher direct bookings from AI, with guests arriving through AI searches and booking directly for the first time.” |
Genevate
Genevate’s ASO strategy revolves around hotel brand accuracy, reputation management, and authority building. Their work focuses on how AI agents interpret hotel brand data. One way Genevate does this is by examining and modifying the sources agents rely on to research, compare, and recommend the best options to travelers. Genevate is ideal for independent and boutique hotels that want an accurate and consistent brand identity across AI-assisted travel research.
Genevate prioritizes reputation management as part of their core ASO strategy. They’re a great option for hotels and hospitality brands whose biggest concern is mismatched descriptions, unlisted amenities, or incorrect positioning scattered across different travel sites. They’re still growing their hospitality client list, so large hotel groups might want an agency with a longer track record. However, for smaller properties, Genevate offers the perfect strategic foundation, helping brands get their property data accurate before spending big on advanced AI booking infrastructure.
- ASO Expertise Score: A
- Average Review Score: 4.8
- Leadership Experience Score: A
- Notable Hospitality Clients: Olympus, Benvenuto
- Year Established: 2025
- Media References: ~20
- Specialty: ASO and brand authority for independent and boutique properties
- Contact: Genevate Website
| Summary of Online Reviews |
| Clients say, “We went from being misrepresented on AI platforms to being described exactly the way we’d describe ourselves.” Reviewers caution, however, that “if you need proof of hospitality work at scale, look elsewhere, as they’re still early in building that out.” |
Milestone Inc.
Milestone’s offerings revolve around structured property data, AI interpretation, and large-scale content management. Their key differentiator, the GEO Intelligence Platform, tracks how AI platforms talk about specific hotels, while their Schema Manager, AI Agent, and publishing tools keep hotel information consistent across online listings on various digital channels. Even though Milestone categorizes this work as GEO rather than ASO, their products implement several core requirements of hotel agentic search and they are well-positioned for ASO services.
Milestone’s long history in hotel technology, powerful data management, and property-level content tools make them a solid contender for hotel chains applying ASO across many locations. Their main limitation is that the booking process and hands-on ASO strategy don’t seem to be their biggest focus compared to their technical offerings. Hotels that need a dedicated ASO consultant may want more support than Milestone can provide. Groups that need scalable property data management may find Milestone’s infrastructure a solid foundation for future agentic booking capabilities.
- ASO Expertise Score: B+
- Average Review Score: 4.4
- Leadership Experience Score: B+
- Notable Hospitality Clients: Marriott, Choice Hotels
- Year Established: 1998
- Media References: ~200
- Specialty: AI-native platform with agent-ready infrastructure
- Contact: Milestone Website
| Summary of Online Reviews |
| Clients call the platform “the most reliable way we’ve found to keep our AI presence consistent across 40-plus properties.” Many credit Milestone for “catching discrepancies we didn’t even know existed.” The consistent complaint, though, is candid: “It’s a platform, not a strategic partner; don’t expect them to tell you what to do with what they find.” |
Propellic
Propellic has been in travel and hospitality since 2014. Their approach blends AI search optimization with extensive analytics to encourage direct bookings for their clients. Propellic is a great fit for small resort chains, single-property hotels, and hospitality brands that want to increase bookings through agentic search.
Because they specialize in travel and focus heavily on booking, Propellic really understands the customer journey, starting from when a traveler asks AI for hotel recommendations to the point where they finally click “book.” That said, they don’t have many large hotel clients of note. Because of this, larger multi-property groups should ask to see specific hotel case studies before signing on. But for independent hotels and resorts, Propellic’s deep understanding of traveler psychology is a huge asset for those looking to delve into ASO.
- ASO Expertise Score: B
- Average Review Score: 4.3
- Leadership Experience Score: B+
- Notable Hospitality Clients: Reservation Counter, WIMCO Villas
- Year Established: 2014
- Media References: ~100
- Specialty: Search and AI optimization
- Contact: Propellic Website
| Summary of Online Reviews |
| Clients describe “a data-obsessed team that genuinely understands how travelers make booking decisions” and credit “steady, measurable improvement in direct booking traffic.” Reviewers are quick to point out, though: “when it came to agentic search specifically, we felt like we were figuring it out alongside them.” |
80 DAYS
80 DAYS has worked in the hospitality marketing space since 2014. Operating out of offices in Edinburgh, London, Málaga, and Dubai, their ASO-related services include AI search optimization, hotel information management, rate and availability distribution, and direct-booking support. Their strategy includes feeding live hotel rates and availability to platforms such as ChatGPT to encourage AI agents to show real-time pricing and process actual bookings.
The big advantage here is their deep industry roots. Because they’ve spent years handling the nitty-gritty of hotel rates and distribution, they actually understand the technical heavy lifting required to make agentic bookings work. The catch, though, is that you can’t hire them for just ASO. It’s baked into their broader hospitality services. They might not be a good fit for hotels and hospitality companies looking for a standalone AI search program. But for luxury and EMEA-based hoteliers, 80 DAYS combines sector-specific knowledge with the distribution capabilities needed to move from AI recommendations toward actual bookings.
- ASO Expertise Score: C+
- Average Review Score: 4.1
- Leadership Experience Score: B
- Notable Hospitality Clients: Gleneagles
- Year Established: 2002
- Media References: ~75
- Specialty: AI search optimization
- Contact: 80 DAYS Website
| Summary of Online Reviews |
| Clients say 80 DAYS “understands hospitality at a level most digital agencies simply don’t” and credit the team for “getting our rates and availability into ChatGPT.” U.S.-based reviewers note, however, that “the time zone gap made real-time communication harder than we’d have liked.” |
