The shortlist is shrinking—and AI decides who makes it. Unpack how AI determines which hotels surface in results and why "authority" has replaced traditional visibility. Examine why global brands consistently dominate AI-driven answers and how independent hotels can compete through collective scale. A critical focus will be the strategic role of loyalty in building this authority; by leveraging I Prefer Hotel Rewards to establish direct data relationships, brands can prove their relevance to AI engines through real-world guest engagement. Leaders will leave with a clear understanding of how brand, content, and loyalty work together to cement long-term preference and capture demand in the age of AI.