Why Local TV Should Be a Cornerstone of Your AI-Powered Digital Marketing Strategy

By Lana Mini, Senior Vice President, Marx Layne & Company
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​When a traveler searches “best hotel near Detroit” or asks ChatGPT where to eat in Traverse City, artificial intelligence determines which businesses get recommended and which get overlooked. But AI doesn’t create credibility on its own. It pulls from trusted signals already established in the marketplace.
 
 In Michigan, studies prove, one of the most overlooked credibility drivers for restaurants and hotels remains local television.
 
In fact, local tv continues to be one of the most trusted and influential news sources; making it foundational to any modern digital strategy.
 
This insight comes from a statewide EPIC-MRA poll, which found 41 percent of Michigan residents cite local television and cable news as their main source of opinion-shaping news.

 
Why This Matters for Restaurants & Hotels
For restaurants and lodging businesses, visibility and credibility drive traffic, reservations, and bookings. AI tools like Google’s Search Generative Experience or ChatGPT don’t invent recommendations. They aggregate and reflect existing signals of authority including:

• Backlinks from credible media websites
• Consistent brand mentions across website and social media platforms
• Real-world reputation indicators
• Audience engagement through trusted sources

 
When your business is featured on local TV, the story is subsequently published on the TV station’s own website (a high-authority domain); shared on station social channels; amplified through your brand’s digital channels and then cited or indexed by search engines and AI knowledge graphs.
 
That digital footprint strengthens your SEO and discoverability, which in turn makes AI more likely to recommend your business when guests inquire about where to eat or stay. Local media is a strategic media accelerator that fuels digital and AI visibility.
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​Trust Still Starts with Television in Michigan
Even as digital sources grow in influence, television remains a primary news habit for voters across party affiliations including independents, Democrats, and Republicans alike.
 
This broad audience reach is powerful for hospitality brands because it shifts exposure beyond your existing followers. Earned TV coverage puts your message in front of local consumers at scale then multiplies that impact through digital amplification.

​AI Sees What Others Share First
Many hospitality operators understandably focus on paid social ads, organic social media content and influencer partnerships. While these are important, they often lack third-party credibility signals. AI systems weigh those signals heavily favoring brands that are mentioned by trusted external sources. Local TV coverage delivers exactly that.
 
Consider how your brand is more likely to be discovered:

• A traveler asks ChatGPT: “Where should I stay near Grand Rapids, MI?”
• AI pulls citations from credible local news and station websites that have featured your hotel.
• Your visibility increases because established outlets, not just your own social feed, linked back to your brand.

 
That’s the real power of earned media in an AI era.
 
Beyond algorithms and backlinks, people still make dining and travel decisions emotionally. A morning show feature showcasing a chef’s signature dish or a hotel’s newly renovated suites creates familiarity before a guest ever clicks “reserve.” That familiarity shortens the decision cycle. By the time consumers encounter your brand again in a Google search or AI-generated recommendation, it already feels known and trusted. 

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A Strategic, Multichannel Ecosystem
 Television doesn’t replace digital, it enhances it and a thoughtful strategy doesn’t pit TV against social media or search; it links them.
 
When your story lives across broadcast segments, station websites, social shares, and your own digital presence you create a network of credibility that both people and algorithms respect. And that’s exactly what separates reactive marketing from strategic influence.
 
Local television gives your brand broad audience reach, strong SEO impact and AI relevance through authoritative backlinks. That’s why thriving hospitality brands are not treating TV coverage as a byproduct, they’re pursuing it intentionally to fuel digital discovery.
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​Why Partner with Marx Layne
At Marx Layne, our communications team has decades of experience helping hotels and restaurants statewide thrive. We understand the unique demands of the hospitality industry and offer integrated solutions spanning media relations, social media strategy, content creation, influencer partnerships, paid campaigns, crisis communication, and more.
 
We help brands connect with guests, drive bookings, and build loyalty in a competitive marketplace. Ready to elevate your communications strategy in 2026? Let’s talk about how to turn your marketing efforts into real world success.
 
Contact Lana Mini, Senior Vice President, Marx Layne & Company
 248-855-6777 [email protected]. Visit www.marxlayne.com for more information.

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