MMGY Origin, the outdoor arm of MMGY Global, features Centium AI in a Q&A with Founder Michael Rueckert on AI's role in travel recommendations.
MMGY Origin, the outdoor specialty arm of world-renowned travel marketing agency MMGY Global, featured Centium AI as the platform giving resorts and tourism brands a view into how AI models are reshaping destination discovery.
MMGY Global is widely regarded as the world's leading integrated marketing agency specializing in travel, hospitality, and entertainment. Operating from 16 offices around the world, the firm's work spans destinations, hotels, resorts, and travel brands at a scale that makes its perspective on emerging trends one of the most influential voices in the industry.
The piece, titled "Will AI Recommend Your Resort?", examines a shift the travel industry is only beginning to reckon with: destination research is moving away from search engines and review sites toward AI chat assistants like ChatGPT, Claude, and Gemini. The article maps what that change means for resorts, hotels, and tourism boards that have spent years optimizing for the previous era of discovery.
Rueckert, a marketing leader in the hospitality and outdoor industries, founded Centium AI to measure and influence how major AI models recommend brands. In the MMGY Origin interview, he described AI as "an innovation that demands attention" and argued that "those who embrace technology to become better performers will define the future."
AI can be a powerful ally if you can convince it to be an advocate of your brand.
The Centium AI methodology centers on reverse engineering the decision-making process AI models use when recommending brands. "If we can see where AI is looking and what they consider important, we can position ourselves to influence that outcome," Rueckert told MMGY Origin. The platform tracks recommendation rates across five major AI models and surfaces the sources, content, and authority signals each model weighs most heavily.
At Snowbasin Resort, where Rueckert leads marketing, the team used Centium AI's visibility data to adjust strategy during the 2024-2025 ski season and produced a measurable 86 percent increase in recommendation rate across the AI models Centium tracks. Rueckert described the result as evidence that AI visibility is not static, and that brands willing to do the work can move their standing materially.
For travel brands, the shift described in the MMGY Origin piece is no longer hypothetical. Tourism boards, resort operators, and hospitality groups are asking the same question the article's title poses. Centium AI was built to answer it, giving brands a view of where they stand across ChatGPT, Claude, Gemini, Perplexity, and Grok, and the specific actions that move the needle.
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