Intro
A guest asks ChatGPT: “Best luxury resort in Mauritius for families.” The answer names three resorts. Yours may not be one of them. If it is, the description may be wrong, the experience may be missing, or the citation may go to an OTA instead of your site.
The Capston Hospitality Scorecard measures all of that.
It is the hospitality-specific output of Capston Core. Twelve dimensions, structured prompts, evidence-backed scoring. Built for resorts, hotel groups, and destination brands that need to know — concretely — where they stand inside AI answers.
Why a hospitality-specific scorecard
Generic AI visibility audits do not work for hotels.
The buying journey is fragmented across discovery (broad travel queries), comparison (destination shortlists), trust (review aggregators, travel media), and conversion (OTA vs. direct). Each stage produces different AI prompts. Each prompt cites different sources. Each source carries a different commercial risk.
A hotel group that wants direct demand cannot rely on a single prompt or a single model. It needs a scorecard.
This is what the Capston Hospitality Scorecard does — and what differentiates Capston Core from generic GEO work.
The 12 dimensions
1. AI answer share
How often your brand appears across the priority prompt set. The base layer of visibility.
2. Citation share
When your brand appears, which URLs are cited as the source. Your site, an OTA, a travel blog, a destination board, a review aggregator.
3. Competitor dominance
Which competitors are named before you, more often than you, or instead of you. For each prompt, in each model.
4. Direct site citation rate
The percentage of citations that point to your own domain versus third-party intermediaries. The single most important commercial metric.
5. OTA capture risk
The percentage of high-intent prompts where the answer or citation routes attention to Booking, Expedia, or comparable platforms.
6. Brand fact accuracy
Are the facts AI engines repeat correct? Star rating, number of rooms, location, signature experiences, family policies, dining concepts.
7. Experience visibility
Whether your strongest experiences (spa, gastronomy, golf, families, weddings, weddings, M.I.C.E.) are surfaced. Or whether you appear as a generic resort.
8. Destination visibility
Whether you appear inside destination-level prompts (“where to stay in [destination]”) versus only brand-level prompts (“is [hotel name] good”).
9. Source authority
The quality and trust of the sources AI engines use to describe you. Trade press, travel media, review platforms, your own site, partner pages, outdated listings.
10. Schema readiness
The technical foundation: Hotel schema, LocalBusiness, Review, FAQ, Offer. What models can parse versus what they need to infer.
11. Entity consistency
Whether your hotel exists as a clean entity across the web — Wikidata, Google Business Profile, OTAs, travel media — with consistent name, location, parent group, and category.
12. Action priority
A ranked list of what to fix first, scored against effort and expected lift on visibility.
What you receive
A baseline report contains:
- The full prompt set (typically 40 to 80 prompts across discovery, comparison, trust, and conversion)
- AI answer captures across the engines that matter for your markets
- Citation map per prompt with source attribution
- Competitor framing analysis
- The 12-dimension scorecard with current state
- A prioritized action plan tied to dimensions where the gap is largest
- A monitoring plan to retest the same prompt set in 8 and 16 weeks
No invented numbers. No vague claims. Every score is traceable to the underlying evidence.
Who it is built for
- Independent premium hotels with direct booking ambitions
- Hotel groups with multiple resorts under one parent brand
- Destination brands and hospitality DMOs
- Asset managers and operators benchmarking a portfolio
- Hospitality marketing teams that need to align with revenue management
It is not built for cheap audits, generic content briefs, or AI consulting that does not lead to measurable change.
How this fits into Capston Core
The Hospitality Scorecard is one application of the broader Capston Core system.
The scoring system, the evidence layer, the methodology, the platform, and the QA standards apply identically to hospitality, premium experience brands, and any vertical where AI visibility carries commercial weight. The hospitality scorecard simply adapts the dimensions to the hotel buying journey.
→ Read more about Capston Core and the Capston Core methodology.
FAQ
How long does a hospitality baseline take?
Two to four weeks depending on portfolio size, number of markets, and number of priority prompts.
Which AI engines do you measure?
The engines that matter for your guest markets. Typically ChatGPT, Perplexity, Google AI Overviews, and Gemini. Engine selection is documented in the scorecard.
Do you publish or share hotel results?
No. Results are confidential by default. Aggregate, anonymized benchmarks may be shared in sector reports only with written consent.
Can our existing agency use the scorecard?
Yes — through the certified partner program. The agency executes; Capston Core defines the standard and runs the QA.
Do we need to change CMS or rebuild the site?
Usually no. Most action plans target entity data, schema, structured content, and source authority. Full rebuilds are rare and always justified by the diagnosis.
Is this a one-off audit or an ongoing program?
Both are possible. A one-off baseline is useful as a diagnostic. Ongoing monitoring is what produces movement over 6 to 12 months.
Final CTA block
Measure how AI engines see your hotel today.
Run a hospitality baseline
Read the methodology