Discover Puerto Rico plans AI travel assistants for early 2027

Discover Puerto Rico has partnered with Satisfi Labs to develop AI-powered assistants that will connect travellers and meeting planners with tourism businesses across the island.

Expected to launch on DiscoverPuertoRico.com in the first quarter of 2027, the destination reports that the platform will use natural-language conversations to recommend accommodations, attractions, meeting venues and destination services based on users’ interests and requirements.

Announced Sept. 30, the initiative is designed to move users from researching the destination to connecting with relevant businesses. Discover Puerto Rico says the platform will draw on its own verified destination information rather than information gathered from the open web.

Two audiences, tailored recommendations

The platform will initially feature agents serving two audiences: leisure travellers and meeting and event planners.

For leisure travellers, recommendations will reflect individual interests and preferences, matching users with accommodations, experiences and other tourism businesses.

Meeting planners will receive suggestions based on their program requirements, including hotels, venues, logistics and destination services. Businesses available through the platform will include destination management companies and meeting spaces, alongside hotels and attractions.

Storm Tussey, chief marketing officer of Discover Puerto Rico, said the initiative aims to help visitors find businesses suited to their needs while generating opportunities for local tourism partners.

“For us, the goal is not simply to answer more questions. It is to turn those conversations into meaningful opportunities across the Island,” Tussey said.

Built around destination data

Satisfi Labs’ engineering and operations team, Satisfi Forward, will connect the agents to Discover Puerto Rico’s proprietary data sources across its website and marketing channels.

The agents will interpret what users are seeking, while a data and matching system will identify relevant businesses. According to the announcement, the technology will be integrated into Discover Puerto Rico’s new website.

Dan Flores, head of tourism at Satisfi Labs, said the team will work with the destination organization to connect existing information sources and incorporate new data as it becomes available.

Measuring referrals to island businesses

Discover Puerto Rico plans to evaluate the platform initially through qualified referrals to tourism businesses, using Satisfi Labs’ Agent Performance Console to assess how effectively conversations lead to relevant connections.

The organization says this will also create a foundation for more detailed measurement of results for individual partners as the platform develops.

Discover Puerto Rico will retain control of its destination knowledge base, conversation data and signals about users’ interests and needs. That information is intended to help improve recommendations over time.

The destination’s verified information will also be structured to make it easier for external AI assistants and travel-planning tools to discover and cite. Discover Puerto Rico says the approach is intended to support the island’s visibility as travellers increasingly begin their research outside destination websites.

The planned experience will reflect the organization’s “Awaken Your Senses” campaign, introducing users to Puerto Rico’s culture and hospitality during the early stages of travel and event planning.

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