The Shelf — occupancy of the AI recommendation surface
The shelf is every moment an AI hands a shopper a recommendation: 15 consumer queries × 4 models = 60 moments. A moment is claimed when a model names any brand in the cohort. This quarter 50 are claimed and 10 sit empty.
Top of mind recall
Best places to stay *
Most trusted
Customer service *
Hospitality *
Most memorable *
Family vacation
Romantic getaway *
Business travel
Worth paying more
Authentic local
Genuinely different
Most beautiful *
Sustainability *
Most iconic *
Claimed
15 / 15
14 / 15
10 / 15
11 / 15
Tile size = position in the answer (largest = named first) unclaimed moment
The Shelf
The Full Shelf view captures the top seven brands in each query, across each model regardless of the cohort frame. This is a true, moment in time, snapshot of the shelf set AI is choosing from.
Top of mind recall
Delta
United
Southwest
Booking.com
American Airlines
United Airlines
Best places to stay
Autograph Collection
Tribute Portfolio
Andaz
Airelles
Oetker Hotels
Soneva
Booking.com
Oberoi Hotels & Resorts
The Leela Palaces, Hotels and Resorts
Oberoi Hotels & Resorts
One&Only Resorts
Anantara Hotels & Resorts
Most trusted
Backroads
Intrepid Travel
Chase Sapphire
Amex Platinum
AAA Travel
Virgin Australia
TUI
AndBeyond
Drury Hotels
Lindblad Expeditions
Customer service
Singapore Airlines
Qatar Airways
Southwest Airlines
JetBlue Airways
Southwest Airlines
Delta Air Lines
British Airways
Allianz Global Assistance
JetBlue
Southwest Airlines
Delta Air Lines
JetBlue
Singapore Airlines
Hospitality
The Oberoi
St. Regis
Singapore Airlines
Emirates
Rosewood Hotels & Resorts
Belmond
One&Only
The Peninsula Hotels
Singapore Airlines
Qatar Airways
Most memorable
National Geographic Expeditions / Lindblad Expeditions
Abercrombie & Kent
Black Tomato
Original Travel
Abercrombie & Kent
Black Tomato
Exodus Adventure Travels
Intrepid Travel
Adventures by Disney
Lindblad Expeditions
Singita
Family vacation
Royal Caribbean
Disney (Walt Disney World / Disneyland)
Universal Orlando
Adventures by Disney
RIU Hotels & Resorts
Iberostar Hotels & Resorts
Hard Rock Hotels / Resorts
Disney Resorts
Beaches Resorts
Great Wolf Lodge
Universal Orlando Loews Resorts
Atlantis Bahamas
Kalahari Resorts
Disney Cruise Line
Royal Caribbean
Carnival Cruise Line
Adventures by Disney
Romantic getaway
Excellence Resorts
Secrets Resorts & Spas
Auberge Resorts Collection
Rosewood Hotels & Resorts
Belmond
Cheval Blanc
Oetker Collection
Auberge Resorts Collection
Belmond
Rosewood Hotels & Resorts
Design Hotels
Alila
Business travel
Delta Air Lines
Southwest
Singapore Airlines
Cathay Pacific
United Airlines
American Airlines
Alaska/Hawaiian Atmos Rewards
Southwest Rapid Rewards
Delta Air Lines
Singapore Airlines
Worth paying more
Qatar Airways
Japan Airlines
JetBlue Mint
Delta One
ANA
Global Entry
Qatar Airways
Singapore Airlines
Soneva Jani
Amangiri
Butterfield & Robinson
Backroads
Emirates
Virgin Atlantic
Backroads
Abercrombie & Kent
Singapore Airlines
Singita
Wilderness
Silversea Expeditions
Lindblad Expeditions
Belmond
Authentic local
G Adventures
Much Better Adventures
Withlocals
ToursByLocals
EatWith
G Adventures
Bamba Experience Group
Responsible Travel
Traveling Spoon
Withlocals
Rough Guides
Intrepid Travel
G Adventures
EF Go Ahead Tours
Rickshaw Travel
Local Alike
ToursByLocals
Eatwith
Rickshaw Travel
Responsible Travel
Genuinely different
Six Senses
Vestige Collection
Artisans of Leisure
True Travel
Original Travel
G Adventures
Modern Adventure
Regent
Flash Pack
Much Better Adventures
Most beautiful
Six Senses
Nomad Palm Springs
Ace Hotel
Explora
&Beyond
Singita
Belmond
Rosewood Hotels & Resorts
Six Senses
One&Only Resorts
Singita
Rosewood
Sustainability
Alaska Airlines
Six Senses
1 Hotels
Soneva
Scandic Hotels
Intrepid Travel
Samsonite
Intrepid Travel
G Adventures
Responsible Travel
Responsible Travel
G Adventures
Byway Travel
Much Better Adventures
Paravel
Patagonia
Natural Habitat Adventures
Much Better Adventures
Beyond Green
Soneva
Most iconic
Singapore Airlines
Holiday Inn
Singapore Airlines
Emirates
National Geographic
Rimowa
Tile size = position in the answer (largest = named first) unclaimed moment
The long tail
The chart shows the first 7 brands in each answer. 240 further recommendations sit below that line, and 102 brands appear nowhere else — they were never named in the top 7 of any single answer. 91 of those were named exactly once. The most persistent of them are Enterprise Rent-A-Car, Kimpton, Hertz, Accor, Briggs & Riley — none frequent enough to reach the chart, all real recommendations a drinker was given. The tail is the finding: below the leaders this category has no consensus at all, and the brands filling that space are not the ones any incumbent is watching.
Enterprise Rent-A-Car · Kimpton · Hertz · Accor · Briggs & Riley · Context Travel · Hopper · Kind Traveler · Navan · The Peninsula · Under Canvas · Adventure Life · AmaWaterways · American Express Travel · Apple Vacations / ALG Vacations · Aspiring Adventures · Audley Travel · Avalon Waterways · Avis · Banyan Tree · Blackberry Farm · Blackberry Mountain · Booking Holdings · Bose QuietComfort Ultra · COMO Hotels · Candlewood Suites · Canopi · Canopy & Stars · Capella · Chase Sapphire Reserve · Chase Travel · Choice Hotels · Clear · Collective Retreats · Concur · Conrad Bora Bora Nui · Cosmos · Cotopaxi · Cunard · Ecobnb · Elvaryn · Enterprise · Excellence Collection · Exodus Adventure Travel · Expedia Group · Fairmont · GeoEx · Globus · Google Travel · Grand Circle Travel · Habitas · Hampton Inn · Hertz Gold · Holiday Inn Express · Hoshinoya · Hotels.com · Hurtigruten · InterContinental Bora Bora & Thalasso Spa · Jet2holidays · Le Blanc Spa Resorts · Lonely Planet · Louis Vuitton · Luxury Collection · Lyft · National Emerald Club · National Geographic Family Journeys with G Adventures · Nihi Sumba · Oetker · Osprey · Priority Pass · REI · Raffles · Regent Seven Seas · Regent Seven Seas Cruises · Rocky Mountaineer · SIXT · Silversea · Silversea Cruises · Six Senses Vana Lodge · Sixt · Sonesta Travel Pass · Sony WH-1000XM5 · Southwest Vacations · Steppes Travel · Take the Family · Tauck Bridges · The North Face · The Ranch · The Travel Corporation · Travelpro · TripAdvisor · Turo · Uber · Uber for Business · Viator · Viking · Viking Cruises · Virtuoso · Waldorf Astoria · Wanderu · Westgate Resorts · Wilderness Travel
