The Regional Office of Sustainable Tourism (ROOST) recently launched its newly developed proprietary data management system. Known as Adirondack Regional Database (ADK Data), the system aligns with advancements in artificial intelligence (AI) and search engine improvements to ensure that Adirondack information is optimized for the way people use the internet to plan their travel.
ADK Data has been designed, developed, and implemented by ROOST’s web development and design team in anticipation of a shift in trip planning behavior, specifically evolving internet search options and generative AI. ADK Data takes into account the need to centralize regional information into a format that aligns with the manner in which AI and search engines scan for and present information to the end user.
According to Hospitality Financial and Technology Professionals, an international organization representing finance and technology segments of the hospitality industry, 40% to 50% of travelers are using AI for trip planning. In the United States, more than half (56%) of travelers used AI for at least one trip in the past year, marking a massive shift in behavior. Common uses include generating itineraries (75%), research (71%), and booking, with 78% of users making purchases based on AI recommendations.
According to ROOST COO Mary Jane Lawrence, this indicates something important about how decisions are being made today. “People are increasingly comfortable using AI to learn about a destination and assist with trip planning,” she said. “Travelers are not only using AI to conduct research, but they are also acting on its guidance. ADK Data boosts the digital visibility of our local businesses while dramatically improving internal efficiency; ultimately ensuring that Adirondack businesses remain competitive in an AI-driven marketplace. It also encourages cross-promotional efforts that help visitors discover everything the region has to offer.”
Managing information for a region this vast is a significant undertaking. At more than 6.2 million acres, the Adirondacks’ 105 towns boast thousands of events, activities, and lodging packages annually. ROOST manages seven regional websites for geographically adjacent areas, many of which share events and business information due to their location. The development of ADK Data allows partners - including hotels, attractions, and event planners - to sync information across this network of websites. This "input once, appear everywhere" approach reduces errors and ensures a seamless planning experience.
“The development of ADK Data represents a significant step forward in how we future-proof Adirondack travel information,” said ROOST Director of Digital Strategy Jasen Lawrence. “By centralizing our local data into a highly-structured format, we are ensuring that our businesses and events are ‘AI-ready.’ This system doesn't just improve accuracy for our own websites; it ensures that when a traveler asks an AI assistant for a weekend itinerary in the Adirondacks, our local businesses and recreation opportunities are visible, accurately represented, and easy for these emerging technologies to find.”
Mary Jane Lawrence explained that ADK Data allows ROOST to share information that visitors are looking for. “The Adirondack region welcomes more than 12 million visitors each year,” she said. “This technology represents a real advancement in ROOST’s destination marketing and management strategy, ensuring Adirondack communities remain competitive in an increasingly digital travel planning landscape where search engines and AI are used more than ever to plan vacations and discover local information.”
ADK Data powers event, attraction, and business listings for seven regional websites, along with several municipalities and chambers of commerce, all developed and managed by ROOST, including: AdirondacksUSA.com which is an overarching website focused on the entire region; LakePlacid.com serving the High Peaks region; LakeChamplain.com serving the eastern Adirondacks; AdirondackHub.com which serves the Schroon Lake, Minerva, Newcomb, North Hudson, Long Lake, and Indian Lake region; WhitefaceRegion.com focused on the Wilmington, Jay, Upper Jay, and Au Sable Forks area; AdirondackExperience.com serving the Hamilton County region; SaranacLake.com; and TupperLake.com.