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What do network observations show?
Cloudflare's analysis separates AI-bot crawling activity from referral traffic. Its network sample is not the same as an individual hotel's guest base.
Our practical takeaway is not to label rising bot traffic as business success. A request does not prove a recommendation, and a recommendation does not prove a booking.
Separate report columns
- Recognised machine requests.
- Identifiable human visits and referrals.
- Measured enquiries and bookings.
Record measurement limits, including incomplete bot identification. Before changing crawler-access settings, establish the goal and the crawler's role. Blanket blocking or allowance should give way to a reasoned decision.
Sources and background
- Cloudflare: The crawl-to-click gap · 2025-08-29
Updated: September 17, 2026
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