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. For no hotel topic is the gap between provinces 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. For the same question on the same day, ChatGPT and Claude have no business in common in 44 percent of cases.
• The assistants look in different places. ChatGPT cites the businesses' own websites 55 percent of the time, Claude relies more on booking portals and travel guides.
• Some hotels still stand out. For questions about hotels in Tyrol, Interalpen-Hotel Tyrol appears in 45 of 198 answers.

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. Ask about a holiday hotel and the names keep changing. 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, each question several times, 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 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.

"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 destination is set, the individual hotel is not

For family hotels, ChatGPT and Gemini put Salzburg ahead, while Claude puts Tyrol ahead. For wellness and romantic hotels Tyrol is usually ahead. For no hotel topic is the gap between provinces larger than the margin of error. In AI answers, the destination is set, the individual hotel is not.

Some hotels still stand out. For questions about hotels in Tyrol, Interalpen-Hotel Tyrol is named in 45 of 198 answers, well ahead of all others. Behind it, Alpen-Herz (Ladis), Das Central (Sölden) and SPA-Hotel Jagdhof (Neustift) are almost level.

Ask twice, get two answers

Ask the same assistant the same question twice: at the median, the hotels and restaurants named overlap by only about one fifth. In 20 to 25 percent of cases there is no overlap at all.

The lists also differ between assistants. 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. Being named by one assistant does not mean being named by the next.

"The AI assistants haven't settled on hotels yet," Kirstein says. "Ask the same question twice and only about one in five hotel and restaurant names comes up again, and each assistant names different places. Nobody in the hotel industry has clearly won AI visibility yet. Whoever starts working on it now finds an open field."

Where the assistants look

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 and apply to all questions, not only to hotels. Gemini does not return sources through the query used. Which source triggers a mention cannot be read from this.

"More than half the time, ChatGPT reads directly on the businesses' own websites, Claude more on booking portals and in travel guides," Kirstein says. "That makes a hotel's own website the source it has the most influence over."

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.

What hotels can take from this

• Keep your own website complete: location, target groups, offers and facilities in clear language and readable for machines.
• Maintain your listings on booking and review portals, because assistants like Claude read there.
• Get featured in editorial travel guides and trade media.
• Don't judge by a single answer: mentions vary from query to query, so only repeated checks across several assistants are meaningful.

"At FAFGA, hoteliers were very interested in the topic, but many don't know where to start yet," Kirstein adds. "The first step is to know whether and how often your own hotel is named at all. And a single answer is not a ranking: if you're in it, don't celebrate too early, and if you're missing, don't worry too early."

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.
• Stability: Unlike studies that rate individual hotels with a score, this study also measures how stable the mentions are: the same question several times, across three assistants. The overlap figures refer to the businesses named and only count pairs in which both answers name at least one business.
• Analysis: The names mentioned were extracted with a language model and checked automatically against the original text; the 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.