The Europe Adventure Travel AI Visibility Index, released by Adventure Commons, sets out to answer which destinations, routes, properties and operators get found when consumers use AI to plan an adventure trip to Europe.
The index puts the same 50 traveler prompts to four AI engines and records which places, routes, properties and operators the engines name, and the sources they rely on to name them. It is available to download for free and includes:
- Key insights: the top ten findings across destinations, routes, operators, brands and sources, and the citations behind them
- Category breakdowns: how AI answers questions about cycling, hiking and trekking, winter, family, wellness and culinary travel, among other categories
- Recommendations: practical marketing and content steps teams can put in place based on the findings
AI-generated answers are fast becoming a place where travelers discover and compare trips, yet for most destinations and operators the channel is difficult to measure. The Europe Adventure Travel index is the first in a series designed to give the industry a clearer view of it. Adventure Commons plans to release additional regional indexes over the next six weeks.
The recently launched agency for the travel industry brings together experienced strategists, marketers, storytellers, researchers, operational experts, AI specialists, and industry leaders to help organizations tackle the challenges they face in reaching travelers and growing awareness of adventure travel experiences, especially as AI use accelerates and traveler behavior changes.
“We have been listening to the industry for many years. Over and over the conversation leads back to a need for adventure travel destinations, operators, and the community to tell the stories that will broaden awareness and share the holistic benefits of adventure experiences,” says Founder and CEO, Jason Reckers. “We’re starting with a collection of solutions designed to make adventure more visible and guide organizations in leveraging AI to support the demand this creates. It’s a new type of agency that guides organizations on the implementation of responsible and human-centered AI strategies through the full marketing, operations, and delivery cycle to build repeatable value for organizations and travelers.”
Adventure Commons is led by Reckers and Cory Rossnagel, who have spent their careers working in and for the adventure travel industry; Reckers with a strong leadership and operational background and Rossnagel with deep marketing experience. Together with a collective of consultants and partners across the field, they have built Adventure Commons to connect organizations with practical guidance and the people who can carry it through.
The agency works with every corner of the industry; destinations, destination marketing organizations, tour operators, accommodations, media, and travel advisors, and its collective approach will facilitate collaborative value between industry players - everyone from travelers to travel writers to operators and DMO leadership teams.
Its main projects center around addressing the growing overlap between marketing, operations and AI, offering both internal-facing and customer-facing solutions, while also focusing on providing training and education to organizations on how to stay informed and proficient as they navigate these constant changes.
Its initial set of services include large-scale digital campaigns and brand storytelling initiatives; fractional strategic marketing, operations, and AI leadership; seasonal support for operators; workshops and training for in-house teams; and AI visibility reporting and education.