More pub with a fire types

Search was about visibility. You picked your words, optimised for them, and when someone typed those words you showed up. Everyone saw the same page.

AI works differently. The queries are longer, more natural. "Somewhere romantic for my parents' anniversary — they're not fancy-dinner people, more pub-with-a-fire types" is a different question than "dog-friendly weekend near the coast" or "accessible hotel with good food."

The same venue might be right for all three. But what matters about you changes depending on who's asking.

The test

A hotel owner I know tried something recently. Asked ChatGPT to tell her about her own place.

What came back wasn't wrong. Location, star rating, a line about the restaurant. Fine.

Then she asked it differently. "Would this suit my parents for their anniversary? They're not fancy-dinner people." The AI hedged. Said it "might work" but couldn't really say why.

She tried a few more. "Is this good for dogs?" "What's the restaurant actually like?" "Would my friend who uses a wheelchair be comfortable here?" Each time, it had less to say. It knew the place existed. It just didn't know enough to answer properly.

What was missing

The AI had a listing. It didn't have character. It didn't know who the place was for, what it was actually like, why someone would love it or leave feeling like it wasn't quite right.

For AI to answer questions properly — not just pull up information, but actually match — it needs more than visibility. It needs the stuff that determines fit, in a form it can work with.

What we built

An Echo is a venue's identity structured for AI. Not a listing. Not marketing copy. The information an agent needs to describe you differently depending on who's asking.

It includes the basics, but it also includes character. Who tends to love the place. Who doesn't. What makes it right for an anniversary but wrong for a stag do. What "dog-friendly" actually means — not just "allowed" but the garden, the walks, the places nearby that welcome them.

It's not a page that sits there waiting to be found. It's what AI draws from whenever someone asks a relevant question. Same Echo, different answers, depending on the question.

Now

She's got a Selfe Echo now. Same questions, different answers.

Someone asking about a romantic anniversary gets the quiet rooms, the restaurant, the garden. Someone asking about dogs gets the walks, the welcome, the beach nearby. Someone asking about accessibility gets the specific rooms, what actually works.

Same place. Different questions. Useful answers.