Lynn Patchett is the co-founder of Kollective, a boutique hospitality marketing agency specialising in independent hotels and small hotel groups. For more than 15 years, he has worked with hotel owners and management teams to improve online visibility, increase direct bookings and develop measurable digital marketing strategies. His current work focuses on AI search visibility and how large language models are changing hotel discovery. Through Kollective's ongoing research into AI recommendations and search behaviour, he helps hotels understand how to adapt their marketing for the next generation of discovery.