AI Visibility Report for Phuket Hotels, a collaborative initiative by eMarketingEye and HSMAI Asia Pacific, was launched at the 2026 HSMAI Resort Marketing Conference Asia in Phuket. Phuket is the third destination in eMarketingEye’s AI Visibility Report series, following Sri Lanka and the Maldives.
Phuket, Thailand. The September 2026 AI Visibility Report for Phuket Hotels, produced jointly by HSMAI Asia Pacific and eMarketingEye, was launched on 07th of October at the 2026 HSMAI Resort Marketing Conference Asia in Phuket. The report runs on AEYEPULSE, eMarketingEye’s AI brand-monitoring platform. It scanned four AI platforms and found 796 hotel and resort brands appearing in AI-generated travel recommendations for Phuket, across 30 segments.
Travellers increasingly ask ChatGPT, Gemini, Perplexity or Claude where to stay in Phuket, whether they want a beachfront family resort in Karon, a pool villa in Layan or a boutique hotel in Old Town. This report shows which hotel brands those AI platforms (LLMs) actually recommend.
Rajitha Dahanayake, CEO, eMarketingEye, and Glen A. Grosic, Managing Director – Asia at HSMAI, at the launch of the AI Visibility Report for Phuket Hotels during the 2026 Resort Marketing Conference Asia in Phuket.
A Bigger, More Crowded Market
Phuket’s AI landscape is far more crowded than in either earlier report, Sri Lanka or the Maldives. The 796 brands identified are roughly three times the number found in the Maldives, and the segment count rose to 30. Alongside the familiar categories such as Luxury, Family, Honeymoon & Couples and Pool Villas, the report tracks Phuket’s distinct geography. It covers Bang Tao / Laguna / Layan, Patong, Karon / Kata, Surin / Kamala, Cape Panwa, Phuket Town / Old Town, and both the north and south of the island. It also covers travel styles specific to Phuket, including Golf, Diving & Snorkelling, Long Stay & Workation, Nightlife and Nearby Islands.
Who’s Leading
Banyan Tree Phuket took the top position overall with 23.3% AI visibility. Trisara followed closely at 22.2%, and Amanpuri was third at 20.5%. Rosewood Phuket (18.2%) and Keemala (15.6%) completed the top five.
Several properties dominated their segments. Amanpuri led ‘Luxury’ at 91.7% visibility. Angsana Laguna Phuket led ‘Golf’ at 89.2%, and Anantara Mai Khao Phuket Villas led ‘North Phuket (Mai Khao / Nai Yang Nai Thon)’ at 58.8%. The Shore at Katathani Resort led ‘Adults-Only’ at 84.0%, and Banyan Tree Phuket led ‘Bang Tao / Laguna / Layan’ at 78.3%. These were the five most decisive wins in the report.
Winners by Segment
A Collaboration for the Industry
“After Sri Lanka and the Maldives, Phuket was a natural next step, and it is our most competitive market yet. Nearly 800 brands are now competing for a place in AI-generated answers, and the results show that being well-known is not the same as being recommended. Each AI platform has its own preferences, and smaller independent and boutique properties are winning segments alongside the global brands. This is good news for the industry because AI discovery is still open for properties that act now. We are proud to collaborate with HSMAI Asia Pacific on this report and to launch it in front of the resort marketers who can use it.”
Rajitha Dahanayake, CEO, eMarketingEye
“AI is quickly already part of how guests find and shortlist resorts, and our members need reliable data to understand it. Launching this report with eMarketingEye at the Resort Marketing Conference gives resort marketing and commercial leaders in Phuket a clear benchmark. It shows where their properties stand today and where the opportunities lie as AI-driven discovery grows across Asia Pacific.”
Jackie Douglas, President, HSMAI Asia Pacific
Check Your Own Score
Every Phuket property in the report can check its own standing through eMarketingEye’s free, self-service Brand AI Visibility Scorecard at https://aeyepulse.emarketingeye.com/scorecard. The scorecard shows how a property appears, or fails to appear, across ChatGPT, Gemini, Perplexity and Claude. Brands that want to go further can subscribe to AEYEPULSE. Subscribers can generate reports on demand, track changes over time, and benchmark against named competitors rather than against the whole market.
Where This Fits for eMarketingEye
eMarketingEye works with more than 1,200 hotels and resorts, including leading global and regional brands, to drive direct bookings through SEO, paid media, programmatic, social media advertising etc. As AI reshapes how guests choose where to stay, the team is also tracking clients’ AI visibility, benchmarking competitors, and putting full-funnel Generative Engine Optimisation (GEO) strategies in place. GEO is the content and technical work that gets a property discovered, cited and recommended by AI platforms. The result is AI visibility that turns into direct bookings.
How the Report Was Built
AEYEPULSE submits carefully written, real-world prompts to leading AI platforms to simulate how travellers search for hotels in Phuket. It then analyses each response for the brands mentioned, their position in ranked answers, and the external sources the AI cites. Analysts normalise and review brand names so that different spellings of the same property count as a single entry. The results are then grouped by segment to give a realistic picture of AI-driven discovery.
This report reflects AI-generated recommendations captured during September 2026 using predefined prompts. AI outputs are non-deterministic, and rankings may change as models evolve. Results are relative rankings, not a substitute for sales or market-share data, and the report does not promote, endorse, or recommend any brand listed.
About HSMAI Asia Pacific
HSMAI is a non-profit association founded in 1927 and is now the industry’s leading advocate for intelligent, sustainable hotel revenue growth. HSMAI is an individual membership organisation comprising more than 7,000 members globally with a presence in the Americas, Asia Pacific, Europe, LATAM and the Middle East.
HSMAI Asia Pacific’s mission is to be the leading source of information, tools, insights, business development, and education for professionals in the hospitality industry. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry while operating as a leading voice for hotel sales, marketing and revenue management disciplines. Activities in the region are held in Singapore, Hong Kong and mainland China, Indonesia, Thailand and Australia.
For additional information, refer to our website at www.asia.hsmai.org or our HSMAI Academy portal at https://academy.hsmai.org. Contact us at info@hsmai-asia.org or Follow us on Twitter @hsmaiasia or Facebook or join our LinkedIn group at HSMAI Asia Pacific
About eMarketingEye
eMarketingEye is an award-winning digital marketing agency for the travel and hospitality industry. It has more than 19 years of experience, 300+ awards, and over 1,200 hotels in 45+ countries. Its services include SEO, PPC, programmatic and social media marketing, and web development.
Download the full AI Visibility Report for Phuket Hotels, September 2026 edition
