Data Story — AI visibility for destinations (GEO)

Why now

Trip research moved to AI, and most destinations can't see themselves in it

A guest choosing between the Maldives, the Cook Islands and the Whitsundays now opens ChatGPT or Google's AI Overviews before a search engine. Whichever destination the model names makes the shortlist; the rest disappear before the guest reaches a website.

This is a gap the old marketing dashboard was never built to show. A destination can post strong paid and organic numbers and still be missing from the AI answer that shapes the dream.

What AI visibility is

AI visibility runs on a spectrum, from top recommendation to absent

Ask an AI engine where to go, and a destination can be the single recommendation, one of several names, a passing mention, or missing. Where it sits, and how it is described, decides whether it makes the trip.

Most destinations only find out by accident. We measure it deliberately, engine by engine and market by market, so the picture is real rather than a guess.

The system

How we make a destination the answer

When a guest asks a model where to go, it names a short list of destinations and passes over the rest. We do the work that gets yours onto that list, and recommended on it.

We map how every major AI engine describes a destination today, engineer the content, sources and signals that move it from absent to cited, and track its share of the answer over time.

Teams elsewhere have raised venture funding to build toward this. We already run it.

Map

How every major AI engine describes the destination, its sectors and its competitors, and where the gaps and errors sit.

Engineer

The structured content, sources and signals that move a destination from absent to cited when guests ask.

Track

Share of voice and share of model across engines and markets, so a destination knows where it is winning the answer.

The execution

The work that turns a destination into the answer

Visibility is built. We run every lever that decides whether an AI engine can find, trust and cite a destination.

AI-powered websites

Sites with AI generation built in, so the pages engines read and cite ship in hours, on brand and ready to convert.

Content and coverage

Content across every reason to visit and journey stage, so nothing is missing when a guest asks.

Structured data and entities

Clean signals that make the destination an entity engines recognise and reason about.

SEO and grounding

Crawlable, source-eligible pages, because content an engine cannot read cannot be cited.

Earned media and PR

Coverage on the high-authority sites engines trust, tracked through Meltwater.

llms.txt and technical signals

The technical layer that tells engines what to read and cite about the destination.

Built for destinations

A model built for how a destination actually works

A destination is measured differently from a single business. Our model tracks the outcomes a destination is judged on, covers every reason a guest visits, and runs across every stage from dreaming to booking, in each market that matters.

See how the destination model works, the jobs and the reasons to visit →

Twelve destination jobs

The outcomes a destination is accountable for, from destination selection and length of stay to spend, seasonal spread and reputation.

Thirteen reasons to visit

Food and wine, ski, adventure, nature, wellness and more, each covered to depth so no sector dominates the answer.

Every journey stage

From first inspiration to booking and beyond, where different engines and prompts decide the shortlist.

Market by market

The library re-run from each source market, because the answer changes with where the guest is asking.

Measurement

The prompt library is the instrument, and the data is live

We build a structured prompt library, the instrument that tests how a destination appears across topics, audiences and phrasings. Every run lands in a BigQuery warehouse the destination owns and reads in Journey Based Metrics, so AI visibility sits next to paid, organic and bookings.

We stitch in earned media through Meltwater: share of voice, reach and sentiment against the competitor set. That coverage is what AI engines read, so brand visibility and AI visibility rise together.

What you get

The outcome is more visibility

Every part of the work points at one result: a destination named, trusted and recommended more often, in the answers guests now act on.

More visibility

Named and recommended in more AI answers, across more engines and more markets.

More authority

Cited as the trusted source, so the destination shapes its own story instead of leaving it to the model.

More bookings and referrals

Visibility at the dreaming stage that feeds the whole journey, measured through to bookings and repeat referrals in your own data.

Proof

Results, measured directly against the AI engines

GEO results traced to live AI-search tracking. Movement shown as rank and direction, drawn from the client's own measurement.

AI share of voice on Mt Hutt's core resort topics, across the AI engines tracked

NZSki · Mt Hutt

7.9→9.2

AI-readiness score across the first cluster of pages, every page improved

Kāpiti Coast District Council

+48.5%

search visibility across the destination

Destination Queenstown

After a rebuild with GEO built in, AI engines now answer with Mt Hutt's own pages rather than a third-party list, holding the top share of voice on the topics it owns. Kāpiti Coast District Council now runs its own measure-and-improve loop across several AI assistants, lifting its pages without needing an agency to keep up.

Working together

Where a destination starts

It begins with a clear read of where the destination stands in AI answers today, and moves to the work that makes it the answer.

Map

A full read of how AI engines describe the destination today, by sector, market and engine.

Prioritise

The gaps and errors that cost the most visibility, ranked, with the reason for each.

Engineer and track

We build the content and signals that make the destination the answer, and track its share of the AI conversation live.

We solve the biggest challenge in destination marketing right now: AI visibility.