More guests now start with a question to an AI assistant instead of a search box. When one of them reaches your site from ChatGPT, Gemini, Perplexity, or Copilot and books online, TripWorks records that booking under a marketing source named for the assistant, so AI traffic reads in your reports the same way Google and Facebook do. All four sources are already set up in your account, there's nothing to switch on, and past bookings that arrived this way have been moved onto them.

What counts as a booking from an AI assistant?

A booking counts when the guest reached your site from the assistant and then booked online. The assistant is the referral: someone asks it for a sunset cruise or a family day out, it names you and links to your site, and the guest clicks through and checks out.

TripWorks recognizes four assistants, each as its own source:

• ChatGPT
• Gemini
• Perplexity
• Copilot

They're marketing sources, meaning how the guest heard about you, not how the booking was made. A guest who arrives from ChatGPT and books on your website has the source ChatGPT and the booking method online (e-commerce). See Marketing sources for the full difference between the two.

The click and the booking don't have to happen in the same sitting. TripWorks remembers how a visitor first found you for 60 days after their most recent visit, so a guest who asks an assistant on Monday and books on Friday still counts as an AI booking.

How does TripWorks recognize an AI assistant?

Detection is automatic and needs no link tagging on your side. When a visitor lands on your site, TripWorks reads two signals, in this order:

1. A source tag on the link. Assistants often add one when they send a click (ChatGPT, for example, tags its links with its own web address). If the tag names one of the four assistants, the booking gets that source.
2. The referring site. If there's no tag, TripWorks checks which site the visit came from. A visit referred by chatgpt.com, openai.com, gemini.google.com, perplexity.ai, or copilot.microsoft.com is attributed to the matching assistant.

One rule sits above both: a paid ad click wins. If the guest returns to your site by clicking one of your Google, Microsoft (Bing), or Facebook ads, that ad takes the credit, matching the last-click model the ad platforms use. Everything else about attribution works the same as for your other online sources, described in Marketing attribution & UTM tracking.

Were my past bookings updated?

Yes. Bookings already in your account that came from one of the four assistants were moved onto the new sources, so you can look back at last season and see the trend rather than starting from zero.

The update was deliberately conservative:

• Only bookings sitting in Other/Unknown were reassigned, and only when the visit's link or referring site clearly came from one of the four assistants.
• Bookings already attributed to another source were left untouched, so your existing Google, Facebook, and reseller numbers didn't move.

Where do AI bookings show up?

The four sources behave like every other marketing source, so they appear everywhere source data already does:

• The Sources report. Go to Reports Marketing Sources. Sales are grouped by source, with a chart and a table you can pivot, filter, and export. Run it by the date the sale was created (the usual choice for marketing) or by the date it was delivered.
• Your dashboard. The Sales By Source chart gives you the same split at a glance for the period you're viewing.
• The trip itself. Every trip shows its Source in the contact details on the trip page, so you can see how a single guest found you.
• Your marketing sources list. Setup Marketing Sources shows a Uses count per source, a quick read on whether AI is producing bookings yet.

AI assistants vs. your own AI agents

These are two different things that both have "AI" in the name, and mixing them up skews how you read your numbers.

• An AI assistant booking is about the source. The guest found you through ChatGPT, Gemini, Perplexity, or Copilot, then booked themselves online through your website.
• A booking taken by your TripWorks AI agent is about the method. Your AI phone or chat agent handled the conversation and created the booking, so the booking method shows the AI agent.

Bookings your AI agent creates don't carry the guest's website visit with them, so their source starts as Other/Unknown, the same as a booking your staff creates. A guest who finds you on Perplexity and then books by phone with your AI agent is recorded with the AI phone method, not the Perplexity source.

What can't these numbers tell me?

Worth knowing before you build a decision on them:

• AI referrals are undercounted, never overcounted. If an assistant sends a visitor with no tag and no referring site, the visit looks direct and the booking lands in Other/Unknown. TripWorks records what it can prove and doesn't guess.
• Only these four are detected by name. A booking referred by any other assistant lands in Other/Unknown.
• You see the referral, not the conversation. TripWorks can tell you an assistant sent the guest. It has no visibility into what the guest asked or what the assistant said about you.
• Bookings your team creates start as Other/Unknown. A booking a staff member builds doesn't inherit a visitor's browsing history. If a guest mentions they found you through an assistant, choose that source in the Source field while you're building the booking.

Manage the four AI sources

The AI sources live with the rest of your list under Setup Marketing Sources, marked as system sources. You need the Manage Trip marketing sources permission to edit them. Their names are managed by TripWorks and can't be changed, which keeps reporting consistent, but the rest is yours to set:

• The E-Commerce Label guests see if you show the "How did you hear about us?" prompt at checkout.
• The Display Color used in charts and on trips.
• Whether staff can choose the source (Allow call center, concierge agents, and desk agents to choose this item) and whether online guests can (Allow e-commerce guests to choose this item).

All four start with both options on, so they appear in the checkout prompt alongside your other sources.

Examples

• Find how many bookings ChatGPT sent last month. Open the Sources report for last month by created date and read the ChatGPT row.
• Compare AI referrals with Google over the season. Run the Sources report by month and look at the ChatGPT, Gemini, Perplexity, and Copilot rows next to Google.
• Check whether AI is producing anything yet. Open Setup, then Marketing Sources, and look at the Uses count on each AI source.
• Record a phone guest who says ChatGPT recommended you. While building the booking, set the Source field to ChatGPT before you finish it.

Frequently asked questions

Related

• Marketing sources (how customers heard about you)
• Marketing attribution & UTM tracking
• Booking methods
• Reports overview
• Track bookings in Google Analytics (GA4)