Winter holiday in Austria? ChatGPT and co. answer with Tyrol half the time

Key findings

• Tyrol is AI's winter destination. When asked about winter holidays in Austria, 49 to 54 percent of the places named are in Tyrol, depending on the assistant. Salzburg gets 26 to 34 percent.
• Ahead in summer too, by a smaller margin. Tyrol reaches 28 to 38 percent, followed by Styria, Carinthia or Salzburg depending on the assistant.
• For hotels the race is open. For family hotels, ChatGPT and Gemini put Salzburg ahead, Claude puts Tyrol ahead. No gap is larger than the margin of error.
• Ask twice, get two answers. Ask the same question twice and, at the median, only about one in five businesses named shows up again.
• Each assistant names different places and looks in different places: ChatGPT mostly on the businesses' own websites, Claude more on booking portals and in travel guides.

Innsbruck, 28 September 2026. Ask ChatGPT, Claude or Gemini about a winter holiday in Austria and most of the places you get are in Tyrol. That is the result of a data study by the PR analytics platform aclipp, carried out around the FAFGA tourism trade fair in Innsbruck. From 17 to 20 September 2026, aclipp asked the three AI assistants 116 typical traveller questions about hotels, holiday destinations and restaurants and analysed 2,952 answers. For winter holiday destinations, 49 to 54 percent of the places named are in Tyrol, depending on the assistant. For hotels, however, there is no home advantage yet.

Tyrol is AI's winter destination

When asked about winter holiday destinations in Austria, 49 to 54 percent of mentions go to Tyrol and 26 to 34 percent to Salzburg. Tyrol leads in all six combinations of assistant and location setting (Austria, Germany), in five of them by a reliable margin. The winter questions are mostly about skiing holidays. In 92 to 100 percent of winter answers, at least one Tyrolean name comes up.

In summer Tyrol is also ahead, but by a smaller margin. For summer holiday destinations Tyrol reaches 28 to 38 percent, followed by Styria, Carinthia or Salzburg depending on the assistant. In three of the six combinations, however, the gap to Carinthia is not statistically robust.

For hotels the race is open

For family hotels, ChatGPT and Gemini put Salzburg ahead, while Claude puts Tyrol ahead. For wellness and romantic hotels Tyrol is usually ahead. In no case is the gap larger than the margin of error.

The individual names are not very stable either. Ask the same assistant the same question twice and, at the median, only about one in five businesses named shows up again, counting hotels and restaurants together. And each assistant names different places: for the same question on the same day, ChatGPT and Claude have no business in common in 44 percent of cases, Claude and Gemini in 50 percent, ChatGPT and Gemini in 34 percent.

The assistants also look in different places. ChatGPT cites the businesses' own websites 55 percent of the time, Claude relies more on booking and review portals (38 percent) and editorial travel guides (26 percent). The source figures are approximations; the query returns no sources for Gemini.

"Ask ChatGPT, Claude or Gemini about a winter holiday in Austria and half of what you get is Tyrol," says Sascha Kirstein, founder and CEO of aclipp. "Tyrol has a clear home advantage for destinations, but not for hotels. The Tyrol brand pulls people in, but each hotel has to earn its own visibility."

"The AI assistants haven't settled on hotels yet. Ask the same question twice and only about one in five hotel and restaurant names comes up again, and each assistant names different places," Kirstein says. "At FAFGA, hoteliers were very interested in the topic, but many don't know where to start yet. For Tyrolean businesses that is an opportunity: whoever starts working on it now finds an open field."

The most-mentioned Tyrolean names

• Holiday destinations: Achensee and Zillertal lead, followed by Seefeld, Mayrhofen and St. Anton am Arlberg.
• Ski areas: SkiWelt Wilder Kaiser-Brixental and Serfaus-Fiss-Ladis practically level, followed by Sölden and the Stubai Glacier.
• Hotels: Interalpen-Hotel Tyrol (Telfs-Buchen) by a clear margin, followed almost level by Romantik & Spa Hotel Alpen-Herz (Ladis), Das Central (Sölden) and SPA-Hotel Jagdhof (Neustift im Stubaital).
• Restaurants: Oniriq and Lichtblick (both Innsbruck) practically level, followed by Sitzwohl and Die Wilderin. Some of the questions asked specifically about Innsbruck.

"Mentioned doesn't mean best," Kirstein adds. "We measure which names the assistants give when travellers ask them. That says nothing about the quality of a hotel."

Methodology

• Study: aclipp, own measurement with the aclipp AI Visibility feature, not commissioned by anyone
• Period: 17 to 20 September 2026
• AI assistants: ChatGPT, Claude and Gemini
• Questions: 116 typical traveller questions about hotels, holiday destinations and restaurants, all about holidays in Austria, in German and English, with location settings Germany, Austria and the United Kingdom. 199 combinations, each asked three to six times per assistant.
• Data: 2,952 analysed answers
• Province shares: based on German-language questions about Austria, reported separately per assistant and location setting, with a margin of error from 2,000 resamples across the questions of a topic.
• Analysis: The names mentioned were extracted with a language model and checked automatically against the original text; the Tyrolean names published were additionally checked for existence and location via web search. There was no manual review of the extraction, so no error rate is given.
• Scope: South Tyrol does not count as Tyrol, East Tyrol does.
• Questions: compiled by aclipp and modelled on typical traveller questions, but not a sample of real user queries.
• Interpretation: Mentioned doesn't mean best. The study measures which names the assistants give, not the quality of a hotel.

All charts are available for download in the media kit (in German). The data package and all raw data (questions and answers) are available on request. Sascha Kirstein is available for interviews and background conversations.