# What is structured data?

> Structured data is code that labels a hotel's facts, like name, address, rooms and prices, so search engines and AI can read them without guessing.

_UK and US · Updated 2026-10-27 · Akkrev, https://akkrev.com/glossary/structured-data/_

**Structured data** is machine-readable information added to a web page, usually as a block of JSON-LD code, that labels what's on the page: "this is a hotel", "this is its address", "check-in is from 3pm". People don't see it; search engines and AI systems do.

The vocabulary most sites use is [schema.org](https://akkrev.com/glossary/schema-org-hotel/), which has types for hotels, rooms, offers, reviews and FAQs.

## Why it matters

Without structured data, an AI has to infer facts from the page's wording and layout, which is where mistakes creep in. With it, facts are stated plainly. Analysis of large site samples has repeatedly found schema.org markup to be among the most useful signals for AI answer engines.

## What it can't do

Structured data helps an agent understand a hotel. It doesn't help an agent operate the hotel's [booking engine](https://akkrev.com/glossary/booking-engine/). A hotel can be perfectly described and still impossible for an agent to book.

## Why it matters for AI visibility

Structured data turns your facts into a format AI can read reliably: hours, prices, location, menu, rooms.

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