We have built a custom solution to the biggest challenge in destination marketing right now - AI Search Visibility

See what AI tools say about your destination or experience today, then improve it. Our custom solution makes your visibility in AI search measurable across the whole customer journey, then gives you a practical plan to improve it.

For the thinking behind why AI has moved into the trip and how the journey is changing, read Your destination is being recommended in AI. Can you see it?.

AI tools are answering travellers before they reach your website

Generative AI tools such as ChatGPT, Google AI Overviews, Microsoft Copilot, Perplexity and Gemini increasingly answer where to go, what to do and where to stay before a traveller ever visits your site.

For a destination or an experience, that creates a new visibility and trust challenge across the journey. The answers these tools generate shape which places get considered, which get booked, and which sources get cited or ignored. Most destinations are not yet measuring what these tools say, how accurate the answers are, or whether their own content is being used as a trusted source.

What the measurement shows

Indexed together, AI visibility and revenue tend to climb while website sessions stay flat. The growth comes from AI surfacing you to more travellers, while your website traffic holds steady. Total sessions barely move, but more of them now come from AI.

How we measure it

It starts with a measurement instrument: a library of approximately 80 to 120 natural-language prompts, based on the real questions travellers are likely to ask AI tools about your destination, your category, your regions and seasons, your experiences, and the reasons people visit.

These prompts are run across the major generative AI engines and scored for:

• Accuracy
• Completeness
• Framing and balance
• Source visibility
• Citation quality
• Gaps, risks, or misleading answers
• Whether your content is being retrieved, cited, or ignored

What you get

Four deliverables, each building on the one before it.

How it works

Three steps, from building the prompt library to delivering a prioritised action plan.

Execution and re-measurement

Execution begins once the action plan is approved. We produce drafts and specifications for the new and refreshed content, structured data, and third-party source corrections set out in the plan; your web and content team publishes. Re-measurement of priority topics follows once engines have re-crawled the updated sources. The typical execution window is 4 to 8 weeks after sign-off, before re-measurement.

What is required from you

A single project lead as point of contact, and access to source systems and research at the start:

• Required: Google Search Console and GA4 for your website, read-only.
• High value: existing audience and attitudinal research, customer journey maps, content inventory or sitemap.
• Useful: brand and content guidelines, and any prior AI exploration you have done.

You also provide an LLM Refs measurement-platform account before the run-and-analyse stage, a subject-matter reviewer for one session while the prompt library is built, and timely sign-off at two points: the prompt library, and the action plan.

Getting started

Recommended next steps: confirm the scope and priority topics, the regions, seasons and experiences that matter most, and a kick-off window. Provision access to Google Search Console, GA4, and any relevant research. Then schedule the kick-off and the two review meetings, the prompt library review and the action plan review.

A clear benchmark of where you stand, and a plan to improve it

Our custom solution helps your destination or experience understand and improve how it appears in AI-generated answers. You get a clear benchmark of current visibility, a view of where AI tools are getting their information, the gaps and risks, and a practical plan to improve your presence across AI search, tied to the customer journey.

Want to talk it through? Book a free strategy call. Prefer the thinking first? Read the full breakdown or get our newsletter.