A high-value traveller asking AI for help does not want a directory of every luxury travel company in the UK.
They want a shortlist.
They may be looking for a tailor-made family holiday, a private expedition, a high-end corporate retreat or an unusual experience that would be difficult to arrange independently. The companies named in that first response immediately enter the consideration set.
That is what the Tenacious AI Visibility Index tracks.
Every month, we ask the same buyer-focused questions across leading AI platforms and record every commercial provider explicitly recommended. The aim is not to judge which travel company offers the best service. It is to understand which brands AI systems recognise strongly enough to recommend, and how that visibility changes from one month to the next.
July is Month 2 of the Index for bespoke experiential travel providers. The leading names remain familiar, but the Top 10 and the full-consensus group have both changed since June.
Scott Dunn moves from second place in June to first in July, with 25 question-level mentions across ChatGPT, Claude, Gemini and Perplexity.
Abercrombie & Kent moves from first to second, recording 22 mentions and retaining full cross-model agreement.
Original Travel is July’s most significant new Top 10 entrant. It moves from outside June’s leading group to third place and appears across all four models.
Black Tomato records the joint-second-highest raw total, with 22 mentions, but ranks fourth because it appears across three models rather than four.
The full-consensus group has also narrowed. Four providers achieved complete three-model agreement in June: Abercrombie & Kent, Scott Dunn, Butterfield & Robinson and Audley Travel.
In July, only three providers appear across all four models: Scott Dunn, Abercrombie & Kent and Original Travel.
The wider market remains highly fragmented. July detected 94 unique providers, down slightly from 99 in June, while Perplexity returned a named commercial provider in 9 of 10 responses compared with only 3 of 10 in June.
| Metric | June 2026 | July 2026 | Change |
| AI models included | 3 | 4 | Gemini added |
| Buyer questions | 10 | 10 | No change |
| Unique providers detected | 99 | 94 | Down 5 |
| Full-consensus providers | 4 | 3 | Down 1 |
| Top-ranked provider | Abercrombie & Kent | Scott Dunn | Changed |
| Consensus names retained | Scott Dunn, Abercrombie & Kent | Scott Dunn, Abercrombie & Kent | 2 retained |
| Perplexity responses with named providers | 3 of 10 | 9 of 10 | Much broader coverage |
| Top 10 providers retained | 6 | 6 | Stable overlap |
The market has become slightly more concentrated, but not dramatically so.
Ninety-four providers appearing in one sector still represents a long and varied recommendation tail, covering luxury operators, experiential specialists, event businesses, wellness providers, corporate travel companies and adventure brands.
Scott Dunn becomes the leading provider in July.
It appears in:
That gives it 25 total mentions and complete four-model agreement.
The company’s visibility is not limited to one type of travel query. It appears across high-end personalised holidays, luxury adventure, private itineraries, memorable trips and overall market-visibility questions.
Original Travel is the clearest new entrant.
It records:
That produces 19 total appearances and full four-model consensus.
This is more significant than a simple Top 10 entry. Original Travel becomes one of only three brands recognised across every model tested.
Red Savannah improves by two places.
Its July visibility comes from ChatGPT, Gemini and Perplexity, with 14 total mentions across three models.
It does not appear in Claude’s aggregate count, which prevents it joining the complete-consensus group despite a relatively strong overall score.
Black Tomato records 22 total mentions, matching Abercrombie & Kent’s raw total.
It leads both ChatGPT and Perplexity in different ways:
However, it is absent from Claude’s aggregate count, so it ranks below the three four-model providers.
Audley Travel remains in the leading group but loses full-consensus status.
It appears in ChatGPT, Claude and Gemini, with eight total mentions, but not in Perplexity’s July provider count.
The company, therefore, remains visible, but less broadly than in June.
Four providers enter July’s combined Top 10:
Original Travel is the strongest of these, entering at number three with full model agreement.
Quintessentially enters at number seven with eight total mentions across ChatGPT, Gemini and Perplexity.
Wild Frontiers follows at number eight, receiving seven mentions across the same three models.
Steppes Travel enters at number ten with nine total mentions across ChatGPT and Gemini. It records a stronger raw total than Wild Frontiers but ranks lower because it appears across fewer models.
That distinction is central to the Index.
A provider can be highly visible within one or two platforms while remaining absent elsewhere.
Broad model agreement generally creates a more resilient recommendation position than platform-specific dominance.
Four June Top 10 providers are no longer in July’s leading group:
This does not mean these companies disappeared from the wider data.
Jacada Travel remains ninth in ChatGPT’s July model leaderboard, with five appearances.
Kuoni ranks ninth in Claude and seventh in Perplexity, with three and two appearances respectively.
Their movement reflects the combined ranking across all four models, not a complete loss of recommendation visibility.
Butterfield & Robinson’s departure is particularly notable because it achieved full three-model consensus in June. Its absence from July’s combined Top 10 shows how quickly consensus can shift as model coverage expands.
| Rank | Company | ChatGPT | Claude | Gemini | Perplexity | Total | Models Agree |
| 1 | Scott Dunn | 10 | 5 | 6 | 4 | 25 | 4/4 |
| 2 | Abercrombie & Kent | 8 | 6 | 4 | 4 | 22 | 4/4 |
| 3 | Original Travel | 8 | 3 | 6 | 2 | 19 | 4/4 |
| 4 | Black Tomato | 10 | — | 7 | 5 | 22 | 3/4 |
| 5 | Red Savannah | 7 | — | 5 | 2 | 14 | 3/4 |
| 6 | Audley Travel | 4 | 2 | 2 | — | 8 | 3/4 |
| 7 | Quintessentially | 4 | — | 3 | 1 | 8 | 3/4 |
| 8 | Wild Frontiers | 4 | — | 2 | 1 | 7 | 3/4 |
| 9 | Pelorus | 6 | — | 4 | — | 10 | 2/4 |
| 10 | Steppes Travel | 3 | — | 6 | — | 9 | 2/4 |
Counts show the number of the 10 buyer questions in which each model explicitly named the provider. The maximum possible score is 40.
The table shows why total mentions alone are not enough.
Black Tomato matches Abercrombie & Kent on 22 appearances, but ranks below it because Abercrombie & Kent appears across all four models.
Pelorus records more mentions than Audley Travel, Quintessentially and Wild Frontiers, but its visibility comes from only ChatGPT and Gemini.
| Company | June Rank | July Rank | Movement |
| Scott Dunn | 2 | 1 | Up 1 |
| Abercrombie & Kent | 1 | 2 | Down 1 |
| Original Travel | Outside Top 10 | 3 | New Top 10 entrant |
| Black Tomato | 5 | 4 | Up 1 |
| Red Savannah | 7 | 5 | Up 2 |
| Audley Travel | 4 | 6 | Down 2 |
| Quintessentially | Outside Top 10 | 7 | New Top 10 entrant |
| Wild Frontiers | Outside Top 10 | 8 | New Top 10 entrant |
| Pelorus | 10 | 9 | Up 1 |
| Steppes Travel | Outside Top 10 | 10 | New Top 10 entrant |
| Butterfield & Robinson | 3 | Outside Top 10 | Dropped out |
| Jacada Travel | 6 | Outside Top 10 | Dropped out |
| Healing Holidays | 8 | Outside Top 10 | Dropped out |
| Kuoni | 9 | Outside Top 10 | Dropped out |
June’s ranking placed Abercrombie & Kent first, followed by Scott Dunn, Butterfield & Robinson and Audley Travel.
July keeps six of the same Top 10 brands but changes the consensus group and brings four new providers into the leading table.
Scott Dunn and Black Tomato appear in all 10 ChatGPT responses. Abercrombie & Kent and Original Travel follow with eight appearances each, while Red Savannah appears seven times and Pelorus six.
ChatGPT, therefore, shows a concentrated view of the market built around recognisable, bespoke and luxury-travel brands.
Claude’s most visible provider is SEVEN, appearing in eight questions. Abercrombie & Kent follows with six, while Scott Dunn, Carrier and Scott Dunn Private each appear five times.
This partly reflects the breadth of the buyer questions, which included corporate events, incentive travel and tailored group experiences alongside luxury holidays.
Claude’s recommendations, therefore, include event and destination-management businesses that do not necessarily dominate consumer luxury-travel questions.
Black Tomato leads Gemini with seven appearances. Scott Dunn, Original Travel and Steppes Travel each appear six times, while Red Savannah, Cazenove+loyd and Luxtripper receive five.
Gemini plays a major role in lifting Steppes Travel into the combined Top 10.
Black Tomato leads Perplexity with five appearances. Scott Dunn and Abercrombie & Kent follow with four each, while Original Travel, Red Savannah, DMC, Kuoni and Exodus Adventure Travels each appear twice.
Perplexity returned a named commercial provider in 9 of 10 July responses, compared with only 3 of 10 in June. That makes July’s results much more useful for cross-model comparison.
Three patterns stand out.
That gives us clear questions to track next month:
This is exactly why the Index needs to be read month by month rather than as a series of disconnected rankings.
Luxury and experiential travel businesses often rely on reputation, personal recommendations, repeat clients, awards and travel-media coverage.
Those signals matter to AI too, but only when they are visible and understandable online.
A provider trying to improve recommendation coverage needs to make clear:
Our AI visibility metrics guide explains how recommendation visibility should be measured across multiple models and prompts.
The generative engine optimisation guide explores how companies can strengthen the signals AI systems use to understand and recommend them.
We also look at the balance between useful content, authority and third-party evidence in what actually drives AI visibility.
The July 2026 Tenacious AI Visibility Index analysed 10 UK-focused bespoke and experiential-travel buyer questions across ChatGPT, Claude, Gemini and Perplexity.
A provider was counted once for each model and question in which it was explicitly named.
Obvious brand variants were normalised, while generic categories, directories and non-provider sources were excluded. Perplexity returned a named commercial provider in 9 of 10 July responses.
July was compared with June’s Top 10 membership and recommendation patterns. Because June used three models and a different mix of sector-level and question-level data, month-on-month movement is directional rather than a direct raw-score comparison.
Disclosure: Results reflect responses collected on 10 July 2026. They measure named-provider visibility within this test set, not market share, service quality or an endorsement by Tenacious AI Marketing.
Want the Full Bespoke Travel AI Visibility Dataset?
This report covers the main July movements, but the full dataset includes:
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You can also book a free AI Visibility Audit, and we will test how your travel brand appears across relevant buyer questions and compare the results with competitors.
For support in turning those findings into a practical visibility plan, explore our AI marketing services.
Which bespoke travel provider ranked first in July 2026?
Scott Dunn ranked first with 25 total appearances across ChatGPT, Claude, Gemini and Perplexity.
Which travel providers appeared across all four AI models?
Scott Dunn, Abercrombie & Kent and Original Travel achieved complete four-model agreement.
Which company was the biggest new entrant?
Original Travel entered the Top 10 at number three and became one of only three providers appearing across every model.
Which providers dropped out of the Top 10?
Butterfield & Robinson, Jacada Travel, Healing Holidays and Kuoni left the combined Top 10.
Does this ranking show which travel provider offers the best service?
No. The Index measures named appearances in AI-generated recommendations. It does not assess service quality, itinerary design, value, customer satisfaction or commercial suitability.
Why can June and July totals not be compared directly?
June used three models, with ChatGPT supplying one sector-wide shortlist and Perplexity returning named citations in only three questions. July used four models and question-level counting throughout. Top 10 movement can be compared directionally, but the raw scores are not like-for-like.
