Where Are
You Now?
Five dimensions of AI maturity. Five minutes. Your result will guide which exercises to focus on later in the workshop.
Why this matters
The key data points from the presentation. Save these for later.
of 25-34 year-olds use AI planning tools as their primary source of travel inspiration.
Source: GSIQ TACTIQ, 2025
drop in organic traffic reported by tourism organisations since AI search emerged.
Source: DTTT Member Survey
increase in AI referral traffic. Visitors still arrive, but the path has changed.
Source: SEO Clarity Analysis
Search Engine Optimisation is no longer enough. Generative Engine Optimisation means structuring your content so AI can find, understand and recommend your business. Your website is no longer the destination. It is training data for AI.
Travellers are shifting from keyword searches ("things to do in Småland") to conversational queries ("what can I do with a young family during Easter in Småland?"). AI synthesises answers from your website, reviews, social media and other sources. You cannot control the answer, but you can influence the inputs.
These cards are here as a reference. The facilitator covered the full context in the presentation. The rest of this tool helps you respond to these shifts practically.
AI Visibility
Travellers increasingly ask AI for recommendations instead of scrolling search results. AI synthesises everything it can find about your business and decides whether to recommend you. This section covers what determines whether you appear in that answer.
This is called Generative Engine Optimisation (GEO). It applies to your descriptions, your website content, your articles and the way your information is structured online.
Five things that make your content visible to AI
These apply everywhere: your listing description, your website pages, your blog posts, your social profiles. Use them as a checklist for everything you publish.
Who is this for? Families, couples, solo travellers, specific nationalities?
What does it feel like? Sensory details, pace, atmosphere, not just features.
Location, duration, distance, languages spoken, what is included?
Concrete details that only apply to you. Not generic claims any business could make.
Does it create a feeling? Language that makes someone want to experience this.
Where this applies
What AI sees when it reads your listing
Your description on Booking.com, Google, your own website. AI recommends businesses whose descriptions answer the questions travellers ask. Click any example to compare.
Score your description
Write your business description below, then rate it honestly on each criterion. This is the exercise: reading your own words through the lens of what AI needs to recommend you.
Prompt Engineering Essentials
The quality of what AI produces depends entirely on how you brief it. This is the most important skill to develop. The three examples below use exactly the same tool. The difference is entirely in what the person typed.
Anatomy of a strong prompt
A strong prompt is not just a question. It is a structured brief with multiple layers. Click each component to see what to include and why it matters. The more of these you provide, the better the output.
Role + Context + Data + Task + Format = a prompt that produces something genuinely useful. Most people only provide the task. The businesses that get the most from AI are the ones that invest in the other four components.