What is the difference between the free scan and the £99 report?

The free scan looks at your homepage and up to two key pages, giving you your overall glassmark score, the six category scores, and your top three priorities. It is enough to show you where the gaps are and whether you want to go deeper. The £99 report scans up to 26 pages across your site and gives you every finding across all six categories, with developer-ready code snippets pre-filled with your actual business details. You also get a tailored prompt kit to test your visibility in real AI tools, a downloadable PDF you can share with a developer, and five rescans across 90 days so you can measure your progress as you make fixes.

Who is glassmark for?

glassmark is built for businesses in the visitor economy: places to stay, places to eat, attractions, activities, and the suppliers behind them. If someone can book a room, reserve a table, buy a ticket, or book an experience with you, glassmark is built for your business. It is most useful if you have noticed your website traffic or enquiries softening and are not sure why, or if you have heard AI is changing how people find businesses and want to know where you stand. You do not need to be technical. The scan tells you what is wrong in plain language, and the report is written so you can act on it yourself or hand it to whoever looks after your website.

What do I actually get from a scan?

The free scan gives you your glassmark score, six category scores, and your top three priorities, enough to see where the gaps are. The £99 report gives you every finding across all six categories, with developer-ready guidance for each one, a downloadable PDF you can hand straight to a web person, a prompt kit to test your visibility in real AI tools, and five rescans across ninety days so you can watch your score move as you make fixes. In short: the free scan tells you there is a problem. The report tells you exactly what to do about it, in priority order.

What happens if I use all my scans?

The £99 report includes six scans in total, your first scan plus five rescans, across a ninety-day window. That is enough for most businesses to make their fixes and measure the improvement. If you use all six and want to keep going, you can top up with more scans rather than buying a whole new report. Top-up options are on the pricing page.

Is this a subscription?

No. Both the £99 report and Work with Wendy are one-off purchases. There's no recurring billing, no auto-renewal, and no subscription trap. The £99 gives you six scans across ninety days because that's a realistic implementation window, and after that you simply have the results you already have. Nothing auto-charges. Here's the caveat worth knowing though. AI readiness is a moving target. The models change, the standards evolve, and the signals that matter most today may shift in twelve or eighteen months. glassmark evolves alongside that. So if you run a scan today, act on the findings, and then decide in six months that you'd like to check in again because the landscape has moved, that's a fresh decision you make when the time feels right. Not automatic, not assumed. We think it's more upfront to say 'this is one moment in time' than to pretend today's fixes are forever. The way AI reads websites today isn't the way it will read them in two years, and we'd rather be straightforward about that than pretend otherwise.

Do I need a developer to make the fixes?

Most fixes are manageable for anyone comfortable editing their website, though having a developer or web person involved usually makes the process smoother, especially for anything involving structured data. If you already work with someone who looks after your website, they'll be the right person to share the report with. If you don't have a developer, the Work with Wendy tier exists specifically to help with implementation.

How much work is this for my developer?

The answer is that it depends on your specific site, and the best person to tell you is whoever looks after it. Most of the fixes are configuration work rather than rebuilding anything, so they sit comfortably inside what most web people do day to day. The best approach is to start with your top three priorities, share the report with your developer, and have a conversation about what's involved for your specific setup. The £99 report is written so it can be handed straight to them as a brief, and the rescans let you measure progress as fixes land.

Will my booking system still work?

Yes. glassmark doesn't change anything about how your site takes bookings. What it checks is whether the key booking information, like prices and availability, is readable by AI agents. Most reservation widgets, across every provider, render inside JavaScript and are opaque to AI agents by design. The fix is to expose the key booking information at the page level using schema, so AI agents can read what they need without touching the widget itself. Your booking system continues to do what it does.

What if I use Wix, Squarespace, or WordPress?

glassmark works for sites built on any platform, because it's measuring the output that machines see, not the tool you used to build it. Most of the fixes in the report can be applied to any major CMS. WordPress has plugins. Squarespace and Wix have code injection features. The report explains your options based on the platform glassmark detects.

Is this only for UK businesses?

No. glassmark is built for any business in the visitor economy anywhere in the world. The scoring logic, the schema checks, and the AI readiness principles are all based on international standards like schema.org. The early customer base is UK-focused because that's where Wendy's network is, but the product has no UK bias in its scoring or its advice.

Do AI agents actually drive bookings yet?

The numbers are small today. Around 8% of UK holidaymakers used AI to plan or book their 2025 trips, up from almost nothing the year before. Hospitality websites lost an average of 6.7% of their organic traffic in late 2025 as Google started showing AI-generated summaries instead of links. The trajectory is what matters. AI-assisted discovery is growing quickly, and the operators who structure their sites for it now will be the ones AI agents recommend as the volume grows. glassmark exists because this is the moment to act, before the space gets crowded.

How accurate is the scan?

The scan reads your homepage plus two priority pages, checks for every schema.org type that matters for your business category, validates your structured data, examines your robots.txt and sitemap, and checks for llms.txt. It's a real diagnostic, not a marketing tool. The approach behind it is worth knowing. glassmark isn't a generic SEO audit with an AI label on the front. It's built by someone whose day job is building products with AI, which means the scanner is informed by what modern AI agents actually parse today, not by old assumptions about how search worked five years ago. Where it has to make an inference, for example detecting your primary location from page content rather than structured data, it tells you, because guessing from content is exactly the problem AI agents face too. One more thing worth flagging. glassmark went live in April 2026. Between now and mid-summer, the scoring rules, the entity detection, and the narrative quality are all being actively tuned against real scans of real businesses. The fundamentals are solid, but the edges are still being sharpened. If you run a scan and something looks wrong or misleading, email wendy@fourteenseed.com directly. Early feedback shapes the product, and early users are the people who help make it better for everyone else.

Will this affect my Google SEO?

The changes glassmark recommends usually improve your Google SEO as a side effect. Structured data, clean meta descriptions, and well-organised content help every kind of reader, human or machine. Google is increasingly reading the same structural signals AI agents rely on, so anything that makes your site clearer for ChatGPT or Claude tends to help your search rankings too. glassmark does not replace your SEO work. It sits alongside it, focused on the newer question of whether AI agents can read and recommend your business.

What counts as a visitor economy business?

Any business where someone can book a stay, reserve a table, buy a ticket, or book an activity. That includes holiday cottages, hotels, campsites, holiday parks, restaurants, pubs, cafes, attractions, museums, tour operators, activity providers, event venues, and destination marketing organisations. If you're not sure whether glassmark applies to your business, run the free scan and see.

Can I get a refund if I buy the report?

Yes. If the £99 report doesn't give you actionable, specific information about how to improve your site's AI readiness, email wendy@fourteenseed.com within fourteen days of purchase and you'll get a full refund. The guarantee exists because the product should earn its price on its own merits.

What happens to my data?

glassmark only reads pages that are publicly accessible on your website, the same pages any visitor or search engine can see. We do not access anything behind logins, passwords, or booking systems. We do not collect personal data about your customers. We do store the results of your scan so you can return to your report using your access code. Aggregate findings across all scanned sites help us build a benchmark of AI readiness in the visitor economy, and may inform reports for tourism bodies and industry publications. Your business is never identifiable in that aggregate data unless you have explicitly agreed to a case study.

Wendy Harris has spent two decades watching the internet evolve and fifteen years in tourism tech. She's built websites and tools for the visitor economy across the UK. She lives in Cornwall. glassmark is the AI readiness audit she built because the gap between what operators' websites say and what machines can read is widening fast, and no one was measuring it specifically for the visitor economy. You can read more on the about page or find her on LinkedIn.

How quickly will Wendy respond?

I respond to messages between 9am and 5pm Monday to Friday. If you message at the weekend or in the evening, you'll hear back the next working day. The form on the contact page goes straight to me.

When you buy the £99 report you get six scans in total, your initial scan plus five rescans, across a ninety-day window. Every time you make a fix you can rescan and see your score move. Rescans are triggered from the same results page using the unique access code that comes with your report.

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What AI can already book, and what it still can't

By Wendy Harris·17 September 2026·5 minute read

An operator asks a reasonable question this autumn: is there some new AI booking agent I need to plug my property into, and will I fall behind if I do not?

The honest answer is not yet, and quite possibly not soon. But something did change this year, and it is worth understanding what actually happened rather than what the coverage around it implies.

What Google actually launched

On 27 August 2026, Google added a checkout step inside AI Mode in Search. A traveller in the United States can describe the trip they want, compare hotel options inside the conversation, pick a room, review the cancellation terms and pay through Google Pay, all without leaving the chat window (ppc.land, 27 August 2026).

Ten hotel partners are live at launch: Booking.com, Choice Hotels, Expedia, Hilton, Hotels.com, IHG, Marriott, Priceline, Trip.com and Wyndham. It is US only and English only for now, with more partners said to be activating over the following weeks.

Look at that list again. Every name on it is a chain or a global OTA. There is no route in it for an independent holiday cottage, a family-run inn or a small attraction to be booked directly through AI Mode. If a guest completes a booking through this feature at all, they are completing it on Booking.com's or Expedia's inventory, the same inventory those sites have always sold. For a small visitor economy business, this launch does not open a new booking channel. It automates one that already existed, for the businesses that were already on it.

What ChatGPT tried, and then stopped

OpenAI went the other way. It launched Instant Checkout, a button that completed a purchase inside the chat, for a small set of US sellers in late 2025. By March 2026 it had pulled the feature back out of ChatGPT's main interface and moved checkout to third-party apps instead of handling it directly (Skift, 5 March 2026). The reasons reported were specific to travel: prices that change by the minute, cancellation terms that vary by rate, payment across currencies, and the servicing that has to happen when a booking goes wrong after the fact. Several travel companies, Booking.com, Expedia, Skyscanner, Accor and Lighthouse among them, built their own apps inside ChatGPT instead, so a transaction that happens there still runs through those existing platforms.

So the two largest AI surfaces have arrived at roughly the same place from different directions. Booking is starting to happen inside AI conversations, but it is happening through the businesses that already had the scale and the payment plumbing to do it. Neither system has built a door for a small operator's own website to transact directly, and on the evidence so far, neither looks close to it.

Why this matches what travellers are actually doing

This lines up with the shape of AI travel use already visible in survey data. In IMG's 2026 travel outlook survey, of the people likely to use AI tools to help plan travel this year, 75% expected to use it for recommendations and 13% for booking (IMG travel outlook survey, 2026). Most of what is actually happening inside these tools today is a conversation about where to go and what to do, not a transaction. The checkout features are real, but they sit on top of a much larger layer of recommendation, and that layer is the one every visitor economy business is already inside whether it meant to be or not.

That is also the layer with no membership list. Nobody has to sign a partnership agreement to be recommended. An AI system answering "somewhere quiet near the coast that takes dogs" is working from whatever it can find and trust about your business, wherever that information lives: your own site, your Google Business Profile, an OTA listing if you have one, a review platform. Being accurate and specific there costs nothing and needs no integration.

What this means for your website this autumn

Do not buy an "AI booking agent" integration if one is pitched to you. That door is not open yet for an independent operator, on either Google's or OpenAI's current approach, and paying to be ready for a channel that does not exist is money spent on the wrong problem.

Do keep your own booking widget working the way a crawler expects. A related scan of 39 visitor economy sites this summer found every one with a booking widget had it in a form a crawler could reach, which is the right baseline to hold, not a reason to stop checking it.

Do keep your basic facts, opening hours, location, what kind of place you are, consistent everywhere an AI system might pull them from. That is the same conclusion the structured data findings pointed to, arrived at from a different direction. Whether a guest ends up booking direct, through an OTA, or eventually through a chat window, the recommendation has to happen first, and the recommendation runs on the same plain facts either way.

The direction, not the deadline

Nothing here needs action by a date. There is no equivalent of a Cloudflare cutoff to watch for. What is worth watching is the direction: agentic checkout is being built by companies with the payment relationships and scale to absorb the complexity, and it is being built around the parts of the visitor economy that already had a seat at that table. The discovery layer stays open to everyone, and for now, it is where the actual weight sits. That is the part worth getting right this year, whatever happens to checkout next.

What does AI find when it reads your website? Free scan at glassmark.ai, no developer required.

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