About TourCompass
TourCompass is a Danish tour operator in soft adventure travel. It sells package trips with flights, hotels, transport and planned excursions to Africa, Asia, Latin America, North America and Oceania. Travelers follow their own day program, with parts of the trip in small international groups.
TourCompass started with 3RD in February 2026, tracking 7 markets with Denmark as the top priority.
Good content, not cited
Danish travelers now plan trips by asking ChatGPT, Claude, Gemini and Perplexity. North America was one of the destinations TourCompass wanted to grow, and on these questions it was close to invisible.
- About 1 in 30 answers. In late March, TourCompass appeared in only 2–4% of AI answers to Danish questions about North America trips.
- Strong competitors. The biggest Danish tour operators appeared in a third to half of the same answers.
- A blog AI ignored. TourCompass had a strong travel blog, but the assistants didn’t use it as a source.
Monthly sprints from one shared playbook
TourCompass and 3RD worked in monthly sprints from a shared playbook. They started with what moves AI answers fastest: the sources the models cite.
- Picked the questions. In a workshop, the team chose the must-win questions Danes ask when they plan a round trip or a safari. 3RD tracked them on 4 AI models.
- Found the source. 3RD’s citation data showed which outside pages the models cited most for North America travel. One travel blog stood out.
- Got onto it. In early April, TourCompass paid a small publishing fee for a mention and a link on that blog.
- Fixed its own site. In parallel, the team added schema markup, a FAQ hub and Trustpilot reviews tagged by destination, so the site itself was easier for AI to cite.
3RD brought the data and showed where a mention would count. TourCompass’s team made the call and did the work.
From 1 in 30 answers to 1 in 4
Visibility rose week by week after the mention went live:
- From 1 in 30 to 1 in 4. Visibility went from 2–4% in late March to an average of 25% for May 1–14. The best single day was 36%, on May 5.
- From 6th to 4th of eight Danish operators. TourCompass moved within 4 points of second place.
- For a small publishing fee. One mention on the right page, plus fixes to its own site.
TourCompass’s share of AI answers (%), Danish questions about North America trips, 4 AI models, March 1–May 14, 2026. Source: 3RD dashboard.
“What I value most about 3RD is that they don’t just hand us a dashboard. They show us exactly which sources ChatGPT trusts and what to do about it. One small, targeted placement moved us from almost invisible to one in four answers for North America in six weeks. The team works with us in monthly sprints like an extension of our own marketing department.”
Dino Karalic, CMO, TourCompass
What the numbers don’t show
The question set is small: 7 Danish questions on 4 models. And the market leader still shows up in about half of the answers.
AI quotes someone else’s page before yours. 3RD shows you which one.
- Find the page AI already trusts. In most markets, a few outside pages shape the answers. 3RD’s citation data shows which ones, before you write anything new.
- Small and targeted beats big and broad. One mention on the right page got TourCompass into answers its own blog hadn’t reached.
- Fix your own site at the same time. Schema, FAQs and reviews make your own pages easier to cite next time.
The collaboration has grown since: TourCompass now tracks 361 questions across 7 markets with 3RD.