As part of our research into how AI platforms recommend hotels and hostels, we identified the key signals that influence visibility, including strong OTA listings, a well-structured website, high review volumes, a broad digital presence, and a solid brand.
But what does this look like in practice?
How Onefam Paralelo became one of the most recommended hostels in AI search
Among the 145 properties analyzed in our report, we decided to take a closer look at Onefam Paralelo, an independently owned hostel in Barcelona (part of the Onefam Group) and Cloudbeds customer, that consistently ranked in the top five results across our three search queries for best hostels in Barcelona.
To understand their strategy we spoke with Florencia Echevarria, Onefam’s Marketing Manager and conducted a deep dive into their digital presence to see what work was happening behind the scenes to deliver the best results in AI recommendations.
Consistent, structured listings across major platforms
A strong OTA presence was one of the most influential factors in AI recommendations, and Onefam has clearly invested in getting this right.
“Our distribution strategy focuses on maximizing exposure and reach by being active on major OTAs such as Booking.com and Hostelworld,” shares Florencia. “These platforms allow us to connect with a broad audience of travelers and increase our booking potential.”
Onefam properties are listed across all of the major OTAs, with structured, up-to-date listings that feature consistent naming, detailed descriptions, and high-quality visuals.
Our research found that OTAs accounted for 46% of all citations for Onefam Paralelo. Hostelworld emerged as the top source, making up 20.5% of their total citation share, followed by Booking.com at 8.6%.
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A traveler (and AI) friendly website built for visibility
AI engines pull information from trusted sources, and a hotel’s website remains a very powerful asset. For Onefam, it’s more than just a booking channel; it’s a pillar of their brand and visibility.
“In 2022, we began a rebranding phase for the whole group, which involved significantly increasing our marketing budget,” explains Florencia. “We built a team of specialists in content, SEO, paid media, and software development to enhance the website experience.”
Each Onefam hostel has its own dedicated landing page, with an SEO-optimized structure, integrated review widgets, and a conversational, guest-focused tone that mirrors how travelers search and ask questions.
The site also performs well technically: it’s lightweight, fast, and easily crawlable, with a PageSpeed score that confirms accessibility across devices.
Helpful blog content and direct booking incentives further support guest engagement and improve rankings for branded and experience-driven search terms (like “best hostels in Barcelona”).
Our research found Onefam Paralelo’s website accounted for 12.1% of total citations, a strong signal that AI platforms view the site as a reliable source of information.
12.1% of citations were Onefam’s website.
Learn more about the importance of an owned website for AI engines.
Reputation management that reinforces the brand
In AI recommendations, guest feedback plays a crucial role. Reviews not only help travelers make decisions, they also serve as trust signals for AI engines, providing exactly the kind of unstructured, sentiment-rich data they’re designed to interpret.
Reputation management is a core part of Onefam’s strategy. “We have a City Manager in each of our 8 cities who handles guest requests and feedback to ensure quick and personalized responses,” shares Florecia.
As of June 2025, Onefam Paralelo earned a 9.8 rating on Hostelworld with over 7,800 reviews, along with a 9.6 on Booking.com (963 reviews) and 4.8 on Tripadvisor (406 reviews).
An AI sentiment analysis backed this up. Onefam Paralelo achieved a sentiment score of 89, well above the study’s average of 75. Frequently cited keywords included:
- Best overall
- Social atmosphere
- Free dinner
- Vibrant
- Social
- Great community
On our website, we display positive reviews from platforms like Google, Hostelworld, and Booking.com via widgets. It’s one way we help potential guests feel confident booking with us.
Together, high review volumes, strong ratings, and consistently positive language all contribute to Onefam’s performance.
While OTAs and a strong website form the foundation of AI visibility, Onefam’s broader digital presence sets them apart. From travel blogs and influencer partnerships to Reddit threads and YouTube vlogs, Onefam has built a rich web of signals that AI platforms pick up on.
“We are constantly working with influencers and travel bloggers. They stay with us, experience our hostels firsthand, and share their authentic impressions,” says Florencia. “Video is also a central part of our strategy. Reels make up a large portion of our content and generate significant organic engagement.”
That authenticity translates into citations. Blogs accounted for 29.5% of Onefam’s total citations, with top sources including:
These mentions often appear in curated, experience-driven content like “Best Hostels in Barcelona for Solo Travelers”, giving Onefam Paralelo credible third-party endorsements in highly relevant contexts.
Onefam’s presence also extends into user-generated platforms:
- YouTube made up 5.2% of citations, with vlog-style reviews and videos.
- Reddit contributed 2% of citations, mostly in threads focused on solo travel and party hostels in Europe.
Together, this broader presence creates a layered, multi-channel digital footprint that not only reinforces Onefam’s identity but also helps AI engines validate and recommend their hostels in response to nuanced traveler queries.
What makes up a hotel’s digital footprint?
Discover the different elements that are important to rank.
A strong brand identity that resonates
Onefam proves that independent brands can stand out by staying true to who they are.
In our research, Onefam Paralelo earned one of the highest visibility scores among all properties analyzed, proof that a strong brand identity, paired with the right digital strategy, can outperform even larger competitors.
We believe that a guest’s journey begins before they encounter our brand. It’s essential to understand their pain points while maintaining the human touch that defines Onefam. We aim to build a year-round community that connects with travelers, even when they don’t have a trip planned.
That ethos shows up everywhere—from the casual, community-first tone of their website and social channels to the on-property experiences like group activities, walking tours, and nightly “family dinners.” The brand voice is consistent from the first Google search to the final day of a guest’s stay.
Their approach goes beyond messaging. Onefam actively fosters connection through its growing Onefam Community, which offers weekly giveaways, monthly gifts, and exclusive perks for loyal travelers.
Supporting this guest-first experience is a data-driven approach to discoverability. Onefam uses AI-powered tools like Semrush and Atlas Search to optimize SEO and strategically boost their visibility across search engines, ensuring they show up where it matters most.
According to search data from Ahrefs, Onefam receives a high volume of branded searches each month, indicating that travelers are actively seeking out the brand by name, not just stumbling upon it in listings. It’s a sign that their marketing isn’t just reaching guests, but it’s resonating.
And their social presence is far from passive. With nearly 50,000 Instagram followers and 33,000 TikTok followers, Onefam leans into platforms their target audience already uses, sharing trends and behind-the-scenes moments that align with youth travel culture.
In many ways, Onefam is already optimized for AI, not just through the use of AI-powered SEO tools, but through consistent, intentional brand-building that prioritizes authenticity, recognition, and connection with travelers.
Leading the way in the new era of discovery
Onefam Paralelo’s standout performance in AI search isn’t the result of a single tactic; it’s the outcome of a well-rounded strategy rooted in consistency, authenticity, and guest connection.
From strong OTA distribution and glowing reviews to a traveler-first website and a vibrant presence across blogs, social media, and video platforms, Onefam shows that independent properties can not only keep up—but lead—in the new era of AI-driven discovery.
Discover the fundamentals of a well-rounded strategy.
From OTAs to glowing reviews, see what matters to AI engines.
