AI Visibility for Hotels & Hospitality Brands
Your Next Guest Is Asking AI Where to Stay: Travelers now choose where to stay inside conversations with AI. The FS Agency helps hotels, resorts, and destinations become the property AI recommends. We have spent nearly two decades in content, SEO, and marketing, much of it in travel and hospitality, and we understand how guests actually discover, evaluate, and choose the properties they book. The distance between what your property offers and what AI can actually describe is what we call the Hotel AI Discovery Gap.
Find out where your hotel ranks on AI platforms.
Be IN the answer, not just ON the internet.
We deliver the specialized expertise hotels and hospitality brands need to be recommended by AI.
We have spent nearly two decades in content, SEO, and marketing, much of it in travel and hospitality, and we understand how guests actually discover, evaluate, and choose the properties they book.
Appear in the Answer When Guests Query AI
When a traveler asks AI for the best boutique hotel in your city with a rooftop bar or a serious spa, a short list comes back. Your property is on it or it is not. We make sure AI can describe you specifically enough to recommend you, across ChatGPT, Gemini, Perplexity, and Google AI Overviews.
Revenue From Every Department, Not Just Rooms
Guests ask AI about couples massages, private dining, and event space, often without booking a room at all. Most properties are invisible in those conversations. We work every revenue center separately, so rooms, dining, spa, and events each earn their own visibility.
A Team That Owns It
Your GM, marketing, F&B, and spa leads learn what AI is actually reading and what to change. They leave with the judgment to keep making those calls as platforms shift, so the work compounds long after the engagement ends..
A Head Start Your Comp Set Does Not Have
AI visibility compounds. The signals you build now accumulate across platforms and become genuinely difficult for a competitor to catch. In most markets the window to get ahead is still open, and it is closing.
Built From Both Sides of Hospitality
Why We See This Differently
Our Approach
#1 Traveler Insight
We have planned our own trips through AI and watched it send us to places no list ever surfaced. We know what the traveler sees, because we have been that traveler thousands of times.
#2 You Work With Us
The people you meet are the people in the room. No account manager, no handoff to a junior strategist.
#3 Every Revenue Center
Rooms, dining, spa, and events are separate conversations inside AI. We treat them that way, because a guest asking about a couples massage is not asking about a room.
#4 Capability You Keep
We hand your team the tools, the prompts, and the judgment to run this themselves. What you learn stays in the building.
#5 Evolution Mindset
AI platforms change on a 90-day cycle. We test constantly and update what we teach, so what your team learns reflects how these systems work now.
#6 Honest Measurement
We show you where you appear, where your comp set appears instead, and what is causing the gap. Including the parts still unfinished.
See How AI Describes Your Property
Book a discovery call and we will walk through where your property appears in AI answers today, which guest searches you are losing, and what is worth fixing first.
Find Out Where Your Hotel Stands
Most GMs have never checked how AI describes their property. It takes one conversation to find out, and there is no pitch attached.
What Clients Say
★★★★★
“Bringing them on was the best decision I’ve made for BuilderBeast”
The FS Agency absolutely nailed my style and how I communicate with general contractors. I’m genuinely impressed and grateful for their work — bringing them on was the best decision I’ve made for BuilderBeast. They’re putting me on the map far faster than I could’ve done alone.
★ ★ ★ ★ ★
Don. B
“Amber and her team have been monumental thus far”
Amber and her team have been monumental thus far in not only helping spark creative marketing and lead generation ideas, but also in managing our GBP page and adding content to our website.
★ ★ ★ ★ ★
Lindsay O.
“Expert support across digital marketing, SEO, content, and operational efficiency”
The FS Agency immediately transformed our business with expert support across digital marketing, SEO, content, and operational efficiency. They helped us build an authentic brand voice, drove significant organic traffic and high-quality leads, and put streamlined systems in place that allowed us to scale without bottlenecks. Their strategic guidance and exceptional video assets became the foundation that helped us move from surviving to confidently growing.
★ ★ ★ ★ ★
Joe C.
“They are extremely knowledgeable, proactive and easy to work with”
We work with FS Agency for our company’s SEO. They are extremely knowledgeable, proactive and easy to work with. We’re happy clients!
★ ★ ★ ★ ★
Christopher E.
“We highly recommend them”
Working with Jessica and Amber and the team at FS has been a game-changer for our business. Their expertise has streamlined our operations, saving us time and increasing efficiency. Their team is not only knowledgeable but also incredibly responsive and a pleasure to work with. We highly recommend them to any business looking for a reliable and skilled partner.
★ ★ ★ ★ ★
Betsy S.
“They consistently provided exceptional support in areas such as marketing and operations”
I have had the privilege of working with Amber and her team across multiple businesses, where they consistently provided exceptional support in areas such as marketing and operations. Amber played a pivotal role in helping me grow one of my businesses from its inception to a successful exit.
★ ★ ★ ★ ★
Kendall S.
“I’ve seen clear growth and feel more confident as a leader because of them”
As a business owner, working with FS Agency has been a game-changer. Their education and information reshaped how I think about marketing and growing my business. Their services are practical, strategic, and genuinely supportive. Everything they pass along is grounded in real experience and designed to actually move the needle. I’ve seen clear growth and feel more confident as a leader because of them. Highly recommend FS Agency to any owner serious about building a sustainable business.
★ ★ ★ ★ ★
Lori H.
Defined Engagements, Not Open-Ended Retainers
Most of our work is a single, scoped engagement with a clear beginning and end. An audit, a bootcamp, a workshop series. You leave with findings, a plan, and a team that knows how to execute it. If you want us again after that, it will be because the first one worked.
The FS Agency Team
About Us
Marketers who came up through travel, not travel people who learned marketing. Nearly two decades in content and search, a decade inside hospitality.
Amber S. Hoffman
Founder – CEO
Amber S. Hoffman is the author of Before the Booking and Before the Itinerary, and a former travel publisher. She practiced law for a decade before becoming an entrepreneur, has run her own marketing and content development agency, served as COO of a media company, and has spent a decade consulting with hotels, restaurants, and tourism boards across Europe and Asia.
Eric Hoffman
Director of Business Development
Eric spent a decade in advertising, including work in the aviation industry, before becoming an entrepreneur. He has built a successful Amazon FBA business and worked across content, affiliate marketing, and SEO. He has spent a decade publishing travel content and consulting with hotels, restaurants, and tourism boards across Europe and Asia.
