• by Laurie Sullivan , May 8, 2026

Claude uses Google Maps and Places API to answer local queries, and in a post this week spotted by Near Media co-founder Greg Sterling, advertisers learn how Anthropic's chatbot has a formula to rank hotel results with a star rating, reviews and relevance. 

The post Sterling cites comes from technology enthusiast Nicolas Sitter, who explained how Claude fulfills hotel searches with the Google Places API. 

“Probably nobody is using Claude for local search, but optimizing for Google Maps/GBP works for Claude too, especially reviews,” Sterling wrote in a newsletter published Friday.

The individual posts by Sterling and Sitter describe why marketers should optimize so consumers can search for local businesses on Claude.

Google has a minority stake in Anthropic, which is likely why Claude’s parent has a native Google API integration, “which could be a differentiator,” Sterling wrote. “Connectors and Apps on AI could become 'preferred sources' for Google News, potentially changing the dynamics of local search.”

Although few people may now be using Claude for local search, no one can tell how that will change in the future, but can only speculate based on current trends.

Using third-party apps and services as “connectors” will change the results, because Claude will search the apps for answers, Sitter wrote in a blog post. He also notes that as of April 23, Claude reports it has identified more than 200 connectors daily, including local and travel apps like Tripadvisor, Expedia, and Booking.com.

The post describes why marketers should optimize for Claude AI-based search and agentic, although the company is not completely ready to monetize its services with ads. 

As Sitter points out, Anthropic has said it will not sell ad placements, at least for now, but it does appear that the company will continue to explore listing as placements and other options as a form of monetizing its platforms. 

It's not clear whether Anthropic is challenging Google or finding its own way.

Claude managed to find local hotels, but booking a room at the hotel appears to be challenging, Sitter wrote, as there seemed to be deliberate booking limitations until the chatbot features offered to assist in with connecting apps. 

When the connecting apps are turned on, the ability to do more becomes enabled. There is a default mode -- “discovery off” -- but when the mode is turned on, Claude suggests turning on the “opt-in” discovery prompt.

Sitter explains how Claude will help the person searching to turn on and off prompts to accomplish the task. With the connecting apps turned on, Claude will help the person curate a list by returning a list of apps like Booking.com that can help find the perfect local hotel.

“Marriott Bonvoy, Hilton Honors, IHG One Rewards, Accor ALL — every loyalty programs is a candidate for a connector,” Sitter wrote. “Once one ships, the others have to follow. That’s a parallel layer of supply: brand connectors that route the user straight into the chain’s own booking flow, bypassing the OTAs entirely.”