How Consumers Use LLMs to Plan Christmas Market Trips to Europe  

As tourists increasingly rely on large language models (LLMs) like ChatGPT and Gemini for inspiration, itinerary planning and destination comparison, understanding how these models shape perception is becoming critical for tourism boards and market organisers.

Using our Generative Engine Optimisation (GEO) solution, our goal was to uncover what people search for when researching European Christmas markets, and evaluate how LLM recommendations align with those needs.

Research questions 

• What are consumers searching for when planning a Christmas market trip in Europe? 
• What information are LLMs providing in response to Christmas market–related queries? 
• How are key markets and destinations positioned by LLMs, and how closely does this mirror real consumer priorities? 
• Which brands (markets/cities) receive the greatest share of model within AI-generated answers? 

Consumers seek practical information about Christmas markets 

Consumer searches skew towards practical and comparison‑driven queries, while LLMs spread attention across inspiration (destinations, heritage), planning (dates, prices), and experience (food, crafts).

Search queries focus on practical, trip-shaping information, including

• Products, shopping experience & price comparisons (17%) 
• Food and drink, including dietary needs like vegan/gluten-free (13%) 
• Atmosphere and decorations (13%) 
• Safety, family-friendliness and activities for children (9%) 
• Live entertainment and performances such as ice rinks, shows, etc. (8%) 

LLM answers showcase a broad set of Christmas Market themes

Key categories within responses included destination spotlights and rankings (22%), culinary highlights and seasonal food traditions (13%), general budgeting guidance (13%), historical and cultural context (9%), dates and opening times (9%), accessibility, eco-initiatives, and dietary inclusivity (5%)

Compared to consumer searches, LLM answers over‑index on historical context, and under-index on reassurance topics such as safety and crowd levels.

This gap presents an opportunity for tourism boards to win trust with clearer reassurance and practical information. They may also test whether LLM‑led emphasis on market heritage and artisanship can sway early‑stage consideration. 

What’s missing from LLM answers?

• Safety and crowding: Markets should highlight security measures, peak vs quiet times, first‑aid points and family meeting spots.
• Accessibility specifics: Step‑free routes, accessible toilets and pram‑friendly paths.
• Live operations: Create links to weather contingencies and transport disruptions.
• Detailed price transparency: Typical prices of food/drink, mugs/deposits, ice rink, rides
• Dietary clarity: Consider vegan/GF icons and a downloadable map

Vienna's Christkindlmarkt leads share of model

Across LLM answers, major destinations such as Vienna, Nuremberg, Strasbourg, Prague, Cologne are listed. Vienna leads share of model at 11%, followed by Nuremberg at 8%.

LLMs describe Vienna’s Christkindlmarkt through a multi‑dimensional lens: An iconic imperial backdrop and signature light displays with photogenic settings, signature Austrian food and drink and high‑quality artisan crafts. It has a large, atmospheric ice rink with music, performances and family‑oriented activities with visible sustainability commitments.

Implications for tourist boards

Vienna wins because LLMs can showcase distinctive, unique experiences. Other markets should benefit from dialing up unique features of their markets so LLMs have something concrete to reference.

Markets may consider promoting:

• The setting: the geographical backdrop with a hero visual display (e.g. light show with fixed times)
• Unique and local food offerings with prices 
• Clear entertainment schedules with a consistent 'signature event'
• Safety and planning reassurance including crowd levels, security/first‑aid, meeting points
• Accessibility and environmental factors such as a step‑free map, accessible toilets; cup return policy, local vendors, energy savings and more 

Our approach 

We used Synthesio’s Generative Engine Optimisation (GEO) solution to analyse Christmas Market searches and LLM responses, to identify common and unique themes. Share of model (SOM) was calculated to understand which destinations are most visible within the AI-driven consideration set.

To see how your brands show up in the world of LLMs