Artificial intelligence (AI) is no longer a trend but a necessity for destination organizations. Visit Estes Park has set a precedent by integrating AI to enhance visitor experiences, improve operational efficiency, and provide a legal framework for responsible AI adoption. Their journey offers a roadmap for other destination organizations navigating the evolving AI landscape. 

Visit Estes Park’s AI Expansion: Leading the Way

Imagine planning a trip where every recommendation—from dining options to hidden trails—feels personally curated just for you. With the release of ChatGPT 4.0, Gemini, and Meta AI, destination organizations have an unprecedented opportunity to refine customer engagement, automate operations, and analyze visitor trends in real time. AI’s role extends beyond convenience—it helps organizations increase efficiency, enhance partner engagement, and develop targeted marketing campaigns based on real-time visitor data. 

As part of Visit Estes Park's AI expansion, two new studies have been released: an AI Case Study, on technology's role in organizations by former CEO Kara Franker and former CMO Heidi Barfels, along with a legal white paper co-authored by Franker and attorney Roxanne Steinhoff on AI's legal implications in tourism. These studies aim to enhance knowledge of use cases of technology and the legal implications of using artificial intelligence in tourism. Both projects were designed to help organizations with their internal processes, help increase traveler engagement and raise awareness for the legal implications of the technology. The Estes Park travel assistant Rocky Mountain Roamer has also been released to provide travelers with a new way to experience the destination. Throughout their research, the organization emphasizes that these applications will not replace essential work done by a destination organization daily. Instead, it will help a destination streamline how an organization operates through AI applications such as Meta AI and Chat GPT 4.0.   

“We are investing in AI because we want a competitive advantage. And we are hoping to provide an enhanced visitor experience as we learn more.” - Former CEO Kara Franker, Visit Estes Park

Visit Estes Park AI Case Study

The case study, From the Base of the Rocky Mountains to the World, examines the organization's journey with generative AI and helps other destination organizations integrate the technology seamlessly. The case study indicates four main key findings from their journey thus far with generative AI which include the realities of the technology, collaboration with the industry to understand its use cases, redefine key performance metrics, and work to elevate efficiency to improve their team’s productivity. In addition, the case study indicates that early adopters of technology benefit from a competitive advantage because they can curate personalized experiences that appeal to tech-savvy travelers. Further, the study recommends practical use cases for utilizing generative AI in integrating with operations including crisis management strategies to provide real-time weather updates, closures, and other information relevant to travelers visiting their destinations. 

As organizations have continued to adopt generative AI in recent months, the case study provides a roadmap for destination organizations to be at the forefront of the conversation like the onset of social media which is now widely used by industry. After testing and collaboration, Estes Park has released two new AI applications; Happy Places+ for staff on the backend, and a white-labeled version of Matador Network’s Guide Geek, which staff named Rocky Mountaineer for customers on the front end. The Happy Places+ application helps staff fine-tune their roles by working behind the scenes to support content creation by helping to populate searches, itineraries, and social media posts. Through training on an organization's own website and select partner sites, both applications ensure accuracy and seamless integration of human interaction with AI. Further, Guide Geek helps improve the front-end customer experience by implementing a chatbot that helps their organization answer specific visitor questions generated through Facebook, WhatsApp, and Instagram. Since the initial launch of the AI case study & legal document last year, the organization has reflected on several areas where they had success in being early adopters of generative AI. 

Visit Estes Park Key Takeaways

• Learning to use AI productively is an ongoing process. It requires experimentation and patience to figure out how to best phrase prompts to get the best output. AI is an incredible tool, but it is not yet perfect.
• Investing in an AI content creation tool like Happy Places increases efficiency. Having an AI tool trained only on your destination decreases “hallucinations” and greatly improves the quality of the output.
• Utilizing a white-label version of Matador Network’s Guide Geek AI travel assistant to interact with visitors and target audiences has helped them reach their guests where they are and provide them with the specific information they are looking for. Adopting a tool like this is an investment that requires dedicated training and regular monitoring.  

Legal Considerations: Navigating AI in the Travel Industry

In the expansion of AI applications, organizations must navigate a constantly evolving legal landscape. Since the law has not kept up with the advances in technology, the white paper assists organizations in navigating these uncharted waters in the world of legal implications associated with AI. In the road ahead, there is certainty in the fact that there is no turning back in using AI and there is no reward in utilizing the technology without understanding the legal implications. Although it is simple to get caught up in the legal lingo surrounding the use of AI, the white paper aims to start the conversation by recommending a few guardrails around the use of AI. However, to get an enhanced understanding of the legal implications of using AI, it is recommended that organizations consult with their legal counsel. Further, the white paper outlines a few critical questions for a destination to consider in the use of technology.

First, a destination must understand where the input data comes from regarding concerns around data privacy and intellectual property. Next, it’s critical to know how the data outputs will be used, and which AI platforms will be producing the content. Technology outputs require an organization to be aware of the licensing agreement between its AI provider and its organization. Further, there are two ways for a destination organization to access AI technology, both public-facing platforms such as Chat GPT 4.0, Gemini, or Microsoft or a private AI model that is managed and curated by an AI service provider. In assessing destination liability, the white paper recommends that a destination has increased knowledge of the input data uploaded by your team but also where the AI provider being used gets any other of its input data. Lastly, your organization should consider how the output data produced by an AI model will be used and whether your organization has the legal right to use them for its intended purpose.

Summary

Visit Estes Park has pioneered AI-driven innovation in destination marketing, offering valuable insights for organizations looking to integrate AI responsibly. By focusing on efficiency, visitor engagement, and legal preparedness, destination organizations can position themselves at the forefront of the AI revolution. As technology continues to evolve, the key is not just adopting AI but using it strategically to complement human expertise and enrich traveler experiences.