DerbySoft, a global travel technology leader specializing in connectivity, distribution, content, and digital marketing solutions, has completed a project supporting a leading global hotel chain’s presence within Google’s AI-powered Search experience.
Led by DerbySoft’s Digital Marketing Solutions team, the project brought together the company’s expertise in digital marketing, hospitality data, enterprise connectivity, scalable technology platforms, and system integration to support the hotel group’s presence in Google’s AI-powered search experience.
As AI-powered platforms change how travelers find and evaluate accommodations, hotel chains face the challenge of ensuring their property information, content, and attributes are accurately structured and accessible to generative AI models. This project reflects DerbySoft’s approach to helping hotel organizations prepare their data and digital infrastructure for this evolving discovery environment.
“AI is fundamentally changing how travelers discover and book with travel brands,” said Toni Marti, Head of Marketing Solutions at DerbySoft. “The opportunity for hospitality companies goes beyond adopting AI technology. It is about ensuring they have the data, infrastructure, and digital strategy required to participate effectively in an AI-driven travel ecosystem. Project Gemini is an important example of how DerbySoft is helping make that possible.”
For hotel chains, preparing property information for AI-powered discovery can help to support the accurate representation of their properties as travelers increasingly use conversational tools to explore accommodation options. Connecting hospitality data with digital marketing and technology infrastructure can help brands prepare for these emerging channels as part of their broader distribution and marketing strategies.
For more than two decades, DerbySoft has built technology designed to connect the global hospitality ecosystem. As travel discoveries evolve from traditional search towards highly conversational and AI-powered experiences, that foundation is becoming even more important.
“Travelers are beginning to move from searching through pages of results toward asking AI platforms direct questions about where to stay and what best fits their needs,” said Duane Overgaard, Divisional CEO of Hospitality at DerbySoft. “That creates an entirely new discovery environment for hotels. Our role is to help hospitality brands build the foundation they need to remain visible, relevant, and connected as that environment evolves.”
DerbySoft continues to work with customers and technology partners to help hospitality businesses adapt to AI-powered travel discovery, with a focus on quality data, scalable connectivity, and digital marketing capabilities.
