Campsites
"Which campsite for a stay in Normandy" is exactly the kind of question people now put to an AI rather than to a search engine. We measured what it answers.
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The study
10 holidaymaker questions — family, seaside, indoor pool, glamping, dogs allowed, small budget — put to ChatGPT, Perplexity and Claude, three times each. 88 usable answers, in French, English and Dutch.
The most-cited name in this market is not a campsite: it is the regional tourist board, present in 18% of answers and across 9 of the 10 questions. The first individual property comes behind it, and none exceeds 14%. Here, the AI is not reading your site — it is reading the people who talk about you.
« Quel camping en Normandie a une piscine couverte et chauffée ? »
Sources read by the AI
Two directories, one tourist board, two campsites. A precise facility brings individual properties up.
« Où trouver un hébergement insolite ou du glamping en Normandie ? »
Sources read by the AI
Five sources, five tourist boards. Not one property consulted directly.
« Existe-t-il un camping proche du Mont-Saint-Michel ? »
Sources read by the AI
Four campsite chains and one destination site. No independent property.
A holidaymaker is not looking for a campsite, they are looking for a holiday that fits a constraint: with children, with a dog, with a heated indoor pool because they are coming in April, twenty minutes from Mont-Saint-Michel. Questions a search engine answers with a list, and an AI answers with two or three names.
Our measurement surfaces two things the other markets do not show.
Institutional intermediaries dominate. Regional tourist boards, county committees, destination sites: these are what AIs consult most, and what they cite most. No other market we measured shows this profile — not e-commerce, where forums or merchants lead, and not hotels, where a single property crushes the ranking.
Precise questions bring independents up. On "which campsite in Normandy has a heated indoor pool", named properties appear alongside the directories. On "where to find glamping in Normandy", all five sources consulted are tourist boards, and no property is read directly.
That is the lever in this market: your presence depends less on your own site than on what others write about you — and on being identifiable through a precise constraint rather than through "campsite in Normandy".
How we measure
No question contains your name. That is the condition for the result to mean anything: we look at whether the AI mentions you spontaneously, not whether it can describe you when prompted to.
Discovery, comparison, best choice, alternative to a competitor, local search, purchase decision: the 40 questions cover the intents a buyer actually moves through. They are written from your business, your site and your area — never generic, never recycled from one client to the next.
Perplexity, ChatGPT and Claude, with web search enabled. Each question is asked three times, because an AI never answers the same way twice: a single measurement proves nothing.
We count your citations, your recommendations, where they sit in the answer, and every domain the AIs went to read to form an opinion.
The assistants we query
Three engines, all with web search enabled — under the real conditions in which your buyers use them.
Sonar
Built-in web search. The most source-driven engine of the three.
GPT, consumer model
The model actually served inside ChatGPT, not an API variant.
Sonnet 4.5
Native web search, long and highly structured answers.
A report you read in fifteen minutes and turn into decisions.
Out of 360 answers, how often your site is a source the AI actually read. Broken down per assistant.
How often your brand is named in the answer, and in which position — being cited first is not worth the same as being cited last.
A ranking of the brands AIs recommend instead of you. Not the ones you think you have: the ones the data points to.
The domains cited most often in your market — forums, comparison sites, trade media. That is where your presence is decided.
The question-by-question detail, so you can see exactly which topics you do not exist on.
The three or four levers your data points to: which domains to get cited on, which topics you are absent from, what is holding your site back. Derived from the measurement, not from general principles.
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Where you stand today.
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Five fields. They are what we use to write your 40 questions — the more precise you are, the more accurate the audit.
A buyer asking "where can I buy this" no longer gets ten links, they get three names. We measured two complete e-commerce markets — and they behave nothing alike.
"Where to stay near Mont-Saint-Michel" is exactly the kind of question people no longer put to Google. We measured what the AIs answer, across 90 real queries.
The method, the numbers and the price, without an industry angle.