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The destination GEO model

The twelve outcomes a destination is accountable for, crossed with the guest journey. The journey generates the prompts; every prompt is tagged with the job it scores.

Destination jobs × guest journey  the scoreboard

The outcomes a destination is accountable for, measured at each stage of the journey a guest travels.

Discover
Plan, compare & validate
Book
In-destination
Post-visit & advocacy
Grow · get chosen, stay longer, spend more
Destination selectionDoes AI pick the destination when a guest is choosing where to go?
Length of stayDoes AI recommend more nights and a fuller itinerary?
Spend and yieldDoes AI surface more to do and steer to higher value choices?
Convert · turn interest into a committed booking
Booking confidenceDoes AI give accurate information that builds the confidence to book?
Shape demand · spread it across seasons and the wider region
Seasonal spreadDoes AI steer demand into the shoulder and quieter seasons?
Regional dispersalDoes AI send visitors beyond the busiest spots?
Represent fairly · accurate, balanced, values-first portrayal
Reputation and narrative accuracyDoes AI portray the destination correctly and on its values?
Operator and member coverageDoes the answer surface the breadth of operators, not just a few?
Cultural authenticityDoes AI represent the cultural narrative authentically?
Accessibility and inclusionIs the destination shown as accessible across abilities and budgets?
Regenerate · leave the place better than we found it
Regenerative and responsible travelDoes AI portray the destination as regenerative and nudge low impact travel?
Retain · bring visitors back and turn them into advocates
Repeat and advocacyDoes AI prompt return visits and word of mouth?
Modifiers  applied to any prompt

Vary any job prompt by these, written into the prompt text, so one cell becomes many.

WHERE · sub-region

The destination's towns, sub-regions and neighbourhoods.

WHO · audience

Luxury · Family · Couples · Solo · Repeat visitor · Local · Business events

WHEN · time and occasion

Summer · Autumn · Winter · Spring · Events calendar · Weddings

HOW · know before you go and booking

Know before you go · Booking and travel services

RUN AXIS · source market  (the prompter's location, country → city, set per project)

The same question returns different destinations depending on where it is asked. We run the full library from a destination's primary source markets and a lighter set from its secondary ones.

How it works: cross each job with the journey stages to get a base prompt, apply the modifiers to vary it, then run the whole library from each source market. Every prompt is tagged with the job it scores.

Worked example: Length of stay × Plan, compare & validate → a base prompt about building an itinerary. Apply WHO ("for a family") and WHEN ("in winter") to turn one prompt into many, then run it from each source market that matters.

Cells are placeholders: in a live scorecard they fill with the destination's rank and share of voice for each job at each stage.