Structured data is information organized in a machine-readable format with defined fields and types, as opposed to free text. On hotel websites it usually refers to embedded annotations that describe the property, offers and content to search engines.
The dominant implementation is JSON-LD blocks using the schema.org vocabulary, invisible to visitors but parsed by crawlers. Beyond search, structured data increasingly feeds AI assistants that answer travel questions, making explicit facts more likely to be represented correctly.
The discipline is keeping it synchronized. Structured data that contradicts the visible page, an old rate, a renamed room type, erodes machine trust. Generating it from the same source as the page content, rather than maintaining it by hand, prevents drift.
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