GW Labs / Industries / Tourism & Destinations
Tourism & destinations
When travelers ask AI where to go, does it say your town?
Trip planning is moving into ChatGPT, Google's AI and other assistants. We work to get your destination recommended and your facts right, and every month we show your board the results.
We test and optimize for
- ChatGPT
- Google AI
- Gemini
- Claude
- Perplexity
- Grok
- Copilot
- Meta AI
Named by 1 of 8 AI platforms. Travelers asking this question mostly never hear about you.
The work
What we check, what we fix, what your board sees.
79% of North American DMOs say economic impact is their number one stakeholder metric (Sojern, 2026). So every plan reports on the numbers you are judged on.
What we check
- Discovery questions like "best small towns near the city"
- Head-to-heads with the town next door
- Event dates, hours and room counts
- Where AI sends visitors who come for the big attraction near you
What we fix
- Event pages with dates AI can read
- Pages that answer the questions travelers ask
- Attractions and venues tied to your destination
- One fact sheet, used everywhere
What your board sees
- The Scorecard: occupancy, lodging tax and visitor spend in one monthly picture
- AI visibility against peer destinations
- A quarterly board summary, and on Growth and Full Partner an annual report for your city or county
- Built from the reports your agencies already send
Free AI snapshot
See exactly what AI tells your customers.
We ask five AI platforms the questions your visitors ask and mark every answer. Here's a sample for a fictional town.
| Question | ChatGPTGPT | Google AIGgl | ClaudeCld | GrokGrk | PerplexityPpx |
|---|---|---|---|---|---|
| Discovery | |||||
| Best small towns for a weekend getaway | ✕ | ✕ | ✕ | ✓ | ✕ |
| Romantic weekend within two hours | ✕ | ✕ | ✕ | ✕ | ✕ |
| Family day trip with kids | ✕ | ✓ | ✕ | ✕ | ✕ |
| Where to host a youth sports tournament | ✓ | ✕ | ✕ | ✕ | ! |
| Best fall festivals in the region | ✕ | ✕ | ✕ | ✕ | ✕ |
| Head-to-head | |||||
| Harlow Springs or Larkhaven for a weekend? | ✓ | ✓ | ! | ✓ | ✓ |
| Facts | |||||
| Things to do in Harlow Springs this weekend | ✓ | ✓ | ✓ | ! | ✓ |
| When is the Harlow Springs Harvest Fair? | ! | ✓ | ! | ✓ | ! |
Boutique by design
Founder-led. Senior from day one.
You won't be handed to a junior account manager. The people who run your audit build what comes next, with the same AI tools we sell.
GW Labs was founded by Rob Goldstein, who has spent more than 20 years building brands, events and the revenue behind them, including co-founding an Inc. 5000 craft beverage company.
- Inc. 5000craft beverage company our founder co-founded and served as CMO, then CRO
- Top 4%of ~11,000 U.S. craft breweries by production
- 100,000+email subscribers built from zero
- 30+festivals produced
Pricing
Plans for destinations
Start with the audit. Then pick one plan.
The two-week audit, $6,500 flat
A fixed-fee project. Stop there and keep the roadmap, the baseline data and an export of the first Scorecard, or start a plan.
Visibility
- The Scorecard: live dashboard and a one-page monthly report
- AI visibility tracking against peer destinations
- A quarterly board summary
- Monthly strategy call with a written summary
- A prioritized fix list
Growth
- Everything in Visibility
- The AI Data Feed: event data, fact sheet, fact checks
- We make the fixes with your web team
- An annual report for your city or county
- Calls every two weeks
Full Partner
- Everything in Growth
- AI Concierge on your site, text and Instagram
- Quarterly AI workshops for your partners
- Weekly calls
Not sure which? Start with Visibility or Growth, and move up at any time.
Setup is included in every plan. No setup fees. After the minimum, the plan runs month to month until your next fiscal year starts, then renews each year with your fiscal year. Either side can stop it with 60 days' written notice.
Get a free AI snapshot
of your destination.
Five AI platforms, the questions travelers ask, and a plain-English read.