Every AI named specific travel agencies, Google AI Overview even 5.2 per answer on average. But the four systems rarely agreed: 78% of the named agencies appeared in only one answer to the same question. 62% of all mentions went to agencies that do not belong to a large chain or franchise brand. And the most important source was not directories but single websites – mostly the agencies’ own.
Key results at a glance
- Google almost always shows an AI answer: all 19 usable Google searches showed an AI Overview, 9 of them also a map with travel agencies.
- Every AI names specific agencies: ChatGPT 3.9, Gemini 3.4, Perplexity 3.6 and Google AI Overview 5.2 per answer on average.
- The four AIs rarely agree: 78% of the named agencies appeared in only one of the answers to the same question. Only for 4 of 20 questions did all four systems share at least one agency.
- Not only the big chains get named: 62% of mentions went to agencies without a large chain or franchise brand.
- Websites matter more than directories: 60% of cited sources were single websites, mostly of travel agencies. Directories and review portals made up only 9%.
- Online portals play no role: booking portals such as Check24 or ab-in-den-urlaub were not recommended in any answer.
How we measured
On 24 October 2026 we asked two questions in Germany’s ten largest cities – Berlin, Hamburg, Munich, Cologne, Frankfurt am Main, Düsseldorf, Stuttgart, Leipzig, Dortmund and Essen – phrased the way customers ask (in German):
- “Which travel agency in [city] can you recommend?”
- “I am looking for a travel agency in [city] that plans an individual long-haul trip for me. Which ones are worth considering?”
Each question went once to ChatGPT, Gemini and Perplexity via the provider’s API with web search; in our measurement Gemini’s web search runs via Perplexity. For Google AI Overview we ran the question as a Google search and analysed the AI Overview on the results page. 79 of 80 planned answers are available; one Google request could not be repeated because of a technical lock against duplicate requests.
We took the named agencies from every answer, merged the same agency written slightly differently per question and did not count addresses or platforms without a business name. Large chain and franchise brands include TUI, DER (DERTOUR, DERPART), ADAC, schauinsland-reisebüro, alltours, Lufthansa City Center, l’tur, Hapag-Lloyd Reisebüro, FIRST Reisebüro, Reiseland and Holiday Land. The measurement is a snapshot, not a representative market picture. In our web agency study the same AI named only 35% of providers again one week later.
Four AIs, four different recommendations
For the same question the four systems mostly named different agencies. Together the 79 answers contained 315 mentions. Merging the same agency per question leaves 236 – 78% of them appeared in a single answer only, 15% in two, 5% in three and just 2% in all four.
For a travel agency this means: being named by ChatGPT does not mean being named by Google or Perplexity – and vice versa. A test with a single AI shows only a small part of the picture.
Google AI Overview names the most agencies
All 19 usable Google searches showed an AI Overview at the top of the results page. It named 5.2 agencies on average – more than ChatGPT (3.9), Perplexity (3.6) and Gemini (3.4). For 9 of the 19 searches Google also showed a map with travel agencies and reviews.
Notably, Google AI Overview relied mostly on the websites of single agencies (80% of sources) and named the large chains less often than the other systems (27% of mentions). A well-kept Google Business Profile and a clear website of your own matter most here.
Not only the big chains get named
Of the 315 mentions, 62% went to agencies that do not belong to a large chain or franchise brand – among them many specialists for long-haul trips, sustainable travel or particular destinations. 38% went to large brands, most often DER (35 mentions), TUI (33) and ADAC (16).
| AI system | Chains & franchise |
|---|---|
| ChatGPT | 38% |
| Gemini | 44% |
| Perplexity | 47% |
| Google AI Overview | 27% |
The good news for owner-run agencies: an AI recommendation is not reserved for big brands. Describing your offer clearly gives you a real chance to be named.
Where the recommendations come from
The four systems cited 265 sources in total. 60% were single websites – mostly travel agencies describing their own offer and location. 31% were pages of the large chains, such as DERTOUR or TUI branch pages. Directories and review portals made up only 9%.
| AI system | Sources per answer | Single websites | Large chain pages | Directories & portals |
|---|---|---|---|---|
| ChatGPT | 1.8 | 67% | 28% | 6% |
| Gemini | 3.2 | 42% | 38% | 20% |
| Perplexity | 3.6 | 47% | 50% | 3% |
| Google AI Overview | 4.9 | 80% | 13% | 8% |
Unlike our web agency study, where Perplexity relied heavily on directories, for travel agencies the own website decides. Online booking portals such as Check24 or ab-in-den-urlaub were not recommended in any answer.
What travel agencies can do now
- Align your website with real customer questions. State clearly where you are and what you specialise in – for example “travel agency in Cologne for individual long-haul trips to Asia” rather than “your partner for great holidays”.
- Make your specialisation visible. Many of the independent agencies named were specialists. Separate pages for focus areas such as long-haul trips, cruises or group travel give the AI something concrete to cite.
- Keep your Google Business Profile up to date. Google AI Overview showed a map with agencies for almost half of the searches. Complete details, current opening hours and reviews all help.
- Check more than one AI – and do it regularly. Because the systems agree so rarely, a single test says little. Check your customers’ questions with several AIs and repeat it.
You can check whether ChatGPT names your agency for typical customer questions with the free AI check in about a minute – no sign-up needed.
Frequently asked questions
How many answers were analysed?
79 answers: ten cities, two questions each, asked to ChatGPT, Gemini, Perplexity and Google AI Overview on 24 October 2026. One of 80 planned Google requests could not be repeated for technical reasons.
Why don’t you publish a ranking of agencies?
Most agencies were named only once or twice, and AI recommendations change from week to week. A ranking would therefore be random. The meaningful part is the pattern: how rarely the AIs agree and which sources they use.
Which agencies count as chains?
Large chain and franchise brands such as TUI, DER (DERTOUR, DERPART), ADAC, schauinsland-reisebüro, alltours, Lufthansa City Center, l’tur, Hapag-Lloyd Reisebüro, FIRST Reisebüro, Reiseland and Holiday Land. All other agencies count as “other travel agencies”.
How can I check whether my agency is named?
The free AI check on nalqerio.com shows in about a minute whether ChatGPT names your agency for two typical customer questions and who it names instead. Nalqerio can measure your customers’ questions every week in ChatGPT, Gemini, Perplexity and Google AI Overview.
Sources and further reading
- Nalqerio: Methodology
- Nalqerio study: Which web agencies do ChatGPT, Gemini and Perplexity recommend?
- DRV: German travel market – facts and figures 2026
- OpenAI: Web search in the API
Methods, product scope and sources reflect the publication date shown. Examples are not measurements of your website. Linked product pages provide current plan and provider details.
