Is your destination showing up in the AI answers that matter?
Groundswell Insights uncovers visibility gaps, emerging trends, underleveraged assets, and overlooked opportunities. The result is actionable intelligence that helps destinations make smarter marketing and investment decisions.
No dashboard to manage
No interpretation required
Actionable intelligence, delivered
Start Here
Freshness & Authority Check
A destination-specific review of what your website is — and isn’t — telling search engines, AI tools, and the travelers trying to decide where to go.
Every check starts with your destination’s highest-stakes pages — the ones travelers and AI tools rely on most — and works outward from there.
Freshness
Where content is accurate but reads as stale — and where a lack of visible currency may be quietly undermining confidence, in AI systems and with travelers themselves.
Authority
Where your official page is losing ground to outdated or lower-quality third-party sources that are, right now, doing a better job telling your destination’s story.
Consistency
Where pages disagree with each other, or with what travelers find on partner sites and review platforms — the kind of conflicting detail that erodes trust fast.
Content Gaps
Questions travelers are already asking — in reviews, forums, and AI conversations — that your website doesn’t clearly answer yet.
What You’ll Get
A focused, practical review of the destination pages that matter most.
Plain language report
Clear findings tied to your destination’s actual pages—not a dashboard, data dump, or generic template.
Prioritized recommendations
The most important issues and fixes ranked by what your team should address first.
A clearer path forward
Practical next steps to strengthen clarity, freshness, authority, and visibility across search and AI.
What’s next
Where Groundswell goes from here.
Website freshness and authority are the foundation. From there, Groundswell expands the lens—examining how your destination is understood, discussed, and recommended across the wider travel discovery ecosystem.
What travelers are saying across reviews, social conversations, travel forums, and other public sources—synthesized into patterns your team can use.
Places, experiences, and stories generating genuine visitor enthusiasm but receiving little attention in your current marketing.
How travelers connect attractions, lodging, dining, and experiences—and where content, packaging, or itinerary gaps may be limiting spending and overnight stays.
Where your destination appears across search and AI travel discovery, how it is represented, which sources shape the answers, and where competitors are gaining ground.
Shifts in traveler language, interests, origin markets, and motivations that can reveal new opportunities and changes in demand.
Specific actions your team and partners can take to improve discoverability, strengthen destination positioning, and turn insights into measurable progress.
Intelligence in action
The next step widens the lens.
Search and AI visibility, competitor positioning, visitor reviews, travel forums, social conversations, and other signals shape how your destination is understood and recommended.
Groundswell connects those scattered signals and turns them into clear, destination-specific opportunities your team can act on. Below are examples of the kinds of intelligence this deeper work can uncover.
Interest in dark sky travel is surging — 62% of travelers say they plan to visit a dark sky destination, according to Booking.com. Greater visibility could help drive shoulder-season visitation, overnight stays, and destination differentiation.
Visitors are already arriving by accident. Greater visibility could transform chance discoveries into intentional visits, overnight stays, and increased visitor spending.
Visitors who under-allocate time at the primary attraction leave before exploring the surrounding downtown, restaurants, and other assets. A single perception shift — from “brief stop” to “half-day experience” — changes the overnight math.
Free Guide
Is your destination showing up in AI travel recommendations?
Travelers increasingly ask AI assistants — ChatGPT, Perplexity, Claude, and Gemini — where to go before they ever open a search engine. This guide shows tourism professionals how those answers get built, and how to tell whether your destination is being left out.
What’s inside
- ✓ How AI platforms decide which destinations to recommend — and why publishing more content isn’t always the fix
- ✓ The three stages of AI travel discovery, and where many destinations quietly disappear
- ✓ Four warning signs your destination may already have an AI visibility gap
- ✓ A simple test you can run today, in under five minutes, to check whether you show up in AI search
- ✓ Three practical places to start closing the gap with your website and signals you already control
Get started
Tell us a little about your destination and what you’re trying to understand.