Artificial Intelligence (AI) is changing how the world works and also how it plays and travels. Consumer behaviour is evolving and the tourism industry can use technology to unlock new opportunities to attract potential visitors.

A report by consulting firm Oliver Wyman found that 41 per cent of Americans and Canadians surveyed in March 2024 have used generative AI for either trip inspiration or itinerary planning (Why Generative AI Is a Game Changer for Leisure Travel). While it might not be surprising that 59 per cent of respondents under 45 are using generative AI tools for travel planning, 31 per cent of travellers over 45 are also using AI. More and more travellers across demographics are using trip planning AI tools to help choose where to go, where to stay and what to do on their vacations.

Travel Manitoba recognized that consumer preferences are evolving and teamed up with GuideGeek, an AI Travel Assistant created by the Matador Network, to assist visitors at any time of day with their travel-related questions online. GuideGeek’s service can recognize and respond in many different languages through platforms like WhatsApp and the Travel Manitoba consumer websites to help visitors plan their Manitoba adventures.

GuideGeek appears as a tiny popup bubble in the corner of all TravelManitoba.com and Hunt Fish webpages ready to help as an essentially super-powered chatbot capable of answering increasingly complex visitor questions.

The Matador Network has years of experience as a trusted global media brand for travellers. Its GuideGeek product lifts data from Tourism Winnipeg’s and Travel Manitoba’s consumer websites as well Google Business listings to answer consumer questions. Users can ask specific or open-ended questions like “plan a three-day itinerary to Brandon with driving instructions from Winnipeg and accommodation options” or “what can I do in Winkler”.

GuideGeek’s AI tool isn’t perfect but it will continue to learn and improve its answers over time unlike chatbots which can only use pre-programmed or scripted responses. GuideGeek is an additional digital support for those seeking travel counsel from Travel Manitoba. Many guests will still prefer to speak with someone in person, like our Travel Counsellors at one of the Visitor Information Centres.

GuideGeek is still in beta format and was soft launched in June to allow for testing. As more users interact with the tool, Travel Manitoba can use visitors' queries to help inform content development and to provide richer insights about travellers’ interests for industry.