Most marketing teams are trying to answer that question about their own site right now and cannot, and not being able to answer it is itself the answer.
Here is the problem we see for events in an AI search world. When someone on vacation asks what is near where they are staying this weekend, they get an answer. The issue is that it is unclear what website and dataset AI is pulling from, and unclear what that dataset itself pulled from. And how is AI ranking the options, how is it deciding? It starts with your site being set up to be found and ranked by AI search.
This is becoming the default way people plan.
Open-ended questions are exactly the ones answer engines have taken over. What is happening near me this weekend. Things to do in the Berkshires. Where should we go tonight. Those are the questions your guests have always asked, and they are now being answered before anyone reaches your website.
When Google shows an AI summary, people click through to a regular result in 8% of searches, against 15% without one, and links inside the summaries get clicked 1% of the time. That is real browsing data from 900 adults, measured by Pew Research Center. If organic traffic has been drifting with nothing obviously broken, that is what this looks like from the inside.
What makes a site eligible to be cited.
Answer engines cannot read a page the way a person does. They need information they can parse, which means structured, dated, machine readable, and living on your own domain. Of everything on a hospitality site, event information is the piece most naturally suited to that. An event has a name, a place, a start and an end. That is a shape engines already know how to read, which is why event markup has been part of the shared web vocabulary since 2011. It also changes on its own every week, and freshness is most of what determines whether an engine trusts a source enough to cite it at all.
The issue is almost never that the information does not exist. It is that it exists as prose. A paragraph about a vibrant downtown, a few annual festivals, some links that were accurate when somebody wrote them. That reads well to a human and gives an engine nothing to work with.
You do not need to build a new calendar.
The problem is that existing solutions to date have required businesses to adopt another calendar and events platform. The events are already being published by every venue, brewery, gallery and theater in your area. We have solved this by mapping and graphing the open calendars into our events graph.
What you get from that is a live feed sitting on your page, on your domain, with the markup already in place and every listing pointing back to its source. You do not implement a new system, you do not maintain listings by hand, and whatever you already program flows into the same structure rather than sitting in a silo. The work of structuring has already been done, and you are leveraging it rather than repeating it. Learn more about Daisy Labs: https://www.meetdaisy.co/blog/daisy-data
What you get from that is a live feed sitting on your page, on your domain, with the markup already in place and every listing pointing back to its source. You do not implement a new system, you do not maintain listings by hand, and whatever you already program flows into the same structure rather than sitting in a silo. The work of structuring has already been done, and you are leveraging it rather than repeating it. Learn more about Daisy Labs: https://www.meetdaisy.co/blog/daisy-data
Two kinds of pages are winning.
The cited, which have listings an engine can actually use and get named in answers. And the destination, where a guest who finds a real answer stops looking instead of bouncing to an aggregator whose every page is full of other places to stay. Structured events on your own domain do both jobs at once. Your site stops being a description of the area and becomes an answer about it.