AI in Travel Planning: The Decision Is Made by the Chatbot
One in five people in Switzerland already uses ChatGPT, Gemini, or Copilot for AI-powered travel planning. Among those under 45, the figure is nearly one in three—and 71 percent of current users plan to use AI even more frequently in the future. This is shown by a representative YouGov study from January 2026. As Dominik Habermacher, Managing Director at Jung von Matt Impact, explains, this has far-reaching consequences for tourism providers.
The inspiration phase—which used to be the domain of travel blogs, magazines, and tourism websites—is increasingly taking place in chatbots. Activities, destinations, directions—travelers ask the AI about all of these things first. Booking sites don’t open until the decision has long since been made. If a place doesn’t appear in the chatbot, it simply doesn’t exist for that person.
Three Theses That Are Now Valid
The first premise: Anyone not mentioned in the AI’s response is out of the running. The decision to choose a hotel, a destination, or an activity is made during the conversation with the chatbot—and no longer on the provider’s website.
The second point: A hotel’s own website isn’t enough. ChatGPT tends to cite travel magazines, comparison sites, and editorial lists. A mountain hotel in Zermatt that offers outdoor activities but doesn’t appear on any relevant «Top Hotels for Hikers» list is also missing from ChatGPT’s response. According to Habermacher, this is the new form of backlink building—not for Google, but for mentions in the right sources.
The third point: SEO remains essential, but it’s no longer enough. A good Google ranking alone does not guarantee visibility to AI. ChatGPT, Perplexity, and Claude have their own source preferences and sometimes retrieve pages in real time. If a server responds too slowly, the website is simply omitted.
AI in Travel Planning: Three Steps to Visibility
Habermacher recommends a specific three-step approach for tourism providers. The first step is to measure their own visibility: If you don’t know whether and how your brand appears in AI responses, you can’t optimize anything. Specialized tools show which questions your brand appears in and where it’s missing. At the same time, it’s worth taking a look at the server logs: A high percentage of aborted connections caused by AI bots (status code 499) means a direct loss of visibility.
The second step involves strategically building a media presence. Travel media, comparison sites, and editorial rankings are the key levers—not because they drive traffic, but because they are the sources that ChatGPT cites. A mention on htr.ch or an activity portal is now measurably valuable for AI visibility.
Third, the content should be tailored to real user questions. It is not search volume that matters, but the actual questions generated by chatbots and prompt-monitoring tools. This would result in FAQ sections and topic pages that AI systems would use as sources.
The time advantage is now
ChatGPT advertising is already live in some markets. The paid funnel is shifting toward large language models, in parallel with organic visibility. Those who start monitoring today will have reliable data in just a few weeks—and will be able to make better budget decisions next year. The shift is happening right now; it’s measurable, and it won’t wait.
Author: Dominik Habermacher, Managing Director, Jung von Matt IMPACT
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Jung von Matt IMPACT has been supporting Bern University of Applied Sciences with the digital marketing of its educational programs since December 2025. The clear mandate: to noticeably increase reach and impact in online and social media. The agency prevailed against the competition in the pitch, with the decisive factor for winning the contract being its in-depth expertise and team experience.
The mandate runs for at least three years with an option to extend for a further three years. It covers all paid online and social media campaigns, including SEA (search engine advertising) and paid social, as well as tracking and analytics. It also includes the operation and further development of a dynamic campaign dashboard across all departments.
"We are delighted to count Bern University of Applied Sciences among our new clients. Together, we can exploit the digital potential of BFH and attract even more people to its educational programs," says Dominik Habermacher, Managing Partner at Jung von Matt IMPACT.
Christiane Witmer, Communications Officer at Bern University of Applied Sciences, is also delighted with the collaboration: "Jung von Matt IMPACT brings the expertise and strategic vision we need to make our educational offerings even more visible digitally. We were particularly impressed by their view of the future and their sense of what will be important in tomorrow's online marketing"
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As part of the mandate for WWF Switzerland, Jung von Matt Impact is to gain more supporters, strengthen brand awareness and make digital communication measures more sustainable. A particular focus of the collaboration will be on the digitalization of traditional channels, according to a press release.
The agency has already supported other NPOs such as Pro Infirmis, Smiling Gecko and Sporthilfe Schweiz. "We are proud to count WWF Switzerland among our new clients. Together, we want to fully exploit the digital potential and get more people excited about WWF's mission," says Dominik Habermacher, Managing Partner at Jung von Matt Impact.
"With Jung von Matt Impact, we have gained an agency that shares our values, understands our goals and helps us to further develop our digital activities - smarter, more efficient and more sustainable," adds Vanessa Zwinselman, Project Manager Brand and Fundraising Campaigns at WWF Switzerland.
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Jung von Matt Impact joins Zurich agency The Generation Media. The move marks the continuation of a collaboration that has grown over the years and has already seen over ten joint client mandates. The two agencies bring different strengths to the table: Jung von Matt Impact stands for digital marketing solutions, while The Generation Media pursues a broad all-media approach.
The merger will enable customers to benefit from cross-channel consulting and implementation - from social media, display and video to traditional media and performance marketing. The 27 specialists involved will continue to work in well-coordinated teams at two locations.
As part of the investment, Jung von Matt Impact is acquiring shares in The Generation Media. However, the two agencies will retain their "boutique character" and their operational structures, as stated in the joint press release. Matthias Städeli will become Managing Director of The Generation Media, Petra Kreussler will remain President of the Board of Directors.
"Like The Generation Media, Jung von Matt Impact is fully committed to customer success. We are united by the aspiration to generate the highest quality every day," says Kreussler. Benjamin Herz, Managing Partner of Jung von Matt Impact, also emphasizes the strategic fit: "With this step, we are combining two media agencies in such a way that they ideally complement each other in their services for our clients: The digital power house Jung von Matt Impact with the all-media approach of The Generation Media."
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In the pitch process, the agency was able to hold its own against three competitors, as detailed in a press release. The mandate is for four years and includes the management of international search campaigns in 13 markets - from Europe to the USA and Southeast Asia.
Jung von Matt Impact has positioned itself in the tourism industry in recent years, including through partnerships with Cervo Zermatt, the Tschuggen Collection and regional destination marketers such as Zermatt Tourismus and Engadin Scuol Zernez. As a Google Premium Partner, the agency offers tourism-specific data insights, for example with the help of "Google Travel Analytics", which analyzes and provides worldwide travel data from users.
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Meltem Balci was most recently Senior SEA Manager at the First Stars agency in Berlin. Before that, she was a Google Account Strategist at the Google Partner Group. Since April, she has been part of the SEA team at Jung von Matt Impact with Thomas Eccel, Stefanie Wacek Sobrinho and Carolin Silva.
Eccel, Wacek Sobrinho and Silva worked together at Google partner company Cognizant for over twelve years.
"With Meltem on board, we are not only increasing our expertise, but also proactively meeting the increasing demands of the market and the expectations of our customers. This allows us to always be one step ahead in the SEA world," Thomas Eccel, Senior Performance Marketing Manager at Jung von Matt Impact, is quoted as saying in a press release.
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It is well known that Ovo and winter undoubtedly belong together. This year, the Swiss cult brand is once again entertaining its followers on Instagram and Tiktok with a variety of content pieces during the cold months. The asset with Andri Ragettli and the one with Giulia Tanno form the centerpiece of the multi-month campaign.
After performing daring freeski jumps in recent years, this time he can be seen ice diving Andri-style: Not only does he take a dip in a lake with water temperatures around freezing point with an Ovo Protein Drink in his hand, but he also dives under its frozen surface and smashes the frozen layer of ice above him to emerge and finally treat himself to a sip of Ovo Protein Drink. The video generated over 2.5 million views organically.
Anaïs Decasper new in the winter campaign
Giulia Tanno proves that even top athletes need a break every now and then - a reference to the new Ovo Break bar, which was launched last year. During a jump over a kicker, there is a seamless match cut into the training hall, where she treats herself to an (Ovo) break and then jumps back into the snow park.
For the first time this year, creator Anaïs Decasper is also part of the Ovo winter campaign. In four assets, she shows well-known prejudices and situations relating to winter sports with a twinkle in her eye. The entire campaign was conceived and implemented by Pas Mal in close collaboration with Jung von Matt Impact, Ovomaltine and the creators.
Responsible at Wander: Lena Cina (Junior Brand Manager), Eva Hauck (Brand Manager), Christof Stulz (Marketing Manager). Responsible at Pas Mal: Jonas Bayona (Creative Direction), Valérie Gantenbein (Account Direction), Noah Nüssli (Social Video Production), Julia Suter (Project Management); responsible at Jung von Matt IMPACT: Gabriela Oetliker (Senior Digital Media Consultant).
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A place where the magic of nature captivates visitors and never lets them go - that is Zermatt. It is precisely this magic that is the linchpin of the first joint and wide-ranging campaign platform by Jung von Matt Limmat and Zermatt Tourism.
The platform is designed to showcase the diverse offerings of the tourism region throughout the year: The iconic view of the Matterhorn, the 200 kilometers of pistes, or the hiking and biking trails - these are just a few of the countless motivations that not only lead visitors:inside to Zermatt, but captivate them and never let go. The campaign plays with this core message via various DOOH assets and moving images and accentuates it with the new claim "Zermatt. Puts a spell on you".
The campaign aims to capture the magical feeling on location in photography and moving images and to awaken the anticipation of Zermatt, which is important for the entire customer journey - internationally as well as locally. It not only tells the story of a premium experience, but also makes it universally experienced by the different target groups throughout the campaign.
The media strategy for social media comes from Jung von Matt Impact. The media experts are managing the comprehensive social campaign in 16 countries on three continents, pursuing both awareness and performance goals. The campaign started at the beginning of October and will run for a year, reaching a wide range of target groups with more than 150 seasonal and thematic ads.
Responsible at Zermatt Tourism: Viviane Zellweger (Lead Product Management & Sales), Kerstin Abgottspon (Digital Marketing Manager), Anja Meier (Marketing Manager), Camilla Wellig (Lead Marketing Services), Elisabeth Reichert (Product Manager Summer), Cornelius Schreck (Product Manager Bike), Doris Kündig (Product Manager Family), Selina Döringer (Head of Marketing). Responsible at Jung von Matt Limmat: Jacqueline Rufener, Dominique Magnusson (Creative Direction), Luigi Vietello (Art Direction), Lara Zehnder (Social Creation), Marianne Sauter (Account Direction), Natascha Imfeld (Agency Producing), Luitgard Hagl (Managing Creative Director, Agency Lead). Responsible at Jung von Matt Impact: Caterina Colic (Digital Media Consultant), Hagi Süssmann (Client Director). Responsible at Blish: Jlona Kopf (Managing Director). External Partners:inside: Responsible at Hillton: Mona Bertschinger (Producing), Alexander Tank (Directing), Silvano Zeiter (Photography).
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The Swiss brand Zweifel has long offered not only chips, but also numerous other snacks. This is now also emphasized by a current image campaign by Jung von Matt Limmat.
Philip Honegger, Head of Marketing & Communications at Zweifel, says: "At Zweifel, we are constantly on the lookout for food trends and are aware of the latest consumer needs. That's why we are always developing new snacks. We are known for the best chips, but we also offer a wide range of other snacks. Our latest product is the new Vaya wafers, which are suitable for any time of day. This trend of shifting consumption habits is humorously targeted by the current campaign."
Snackexpert:inside in orange overalls
The core of the campaign is formed by three TVCs, which were filmed on location at Zweifel with actors, but also with Zweifel employees. They all appear as the well-known snack experts in the iconic orange overalls, and this time they are not only responsible for production, but also for marketing and developing the popular snacks. Self-ironically, they show that there is something for every taste and that Zweifel snacks are suitable for every occasion. The three TVCs in three languages have been on display throughout Switzerland since August 21.
Responsible in case of doubt: Gina Chiellino (Campaign Manager), Pia Gaube (Media & Project Manager), Philip Honegger (Head of Marketing & Communications), Serge Doutaz (Head of Marketing & Sales). Responsible at Jung von Matt Limmat: Brian Rossbach (Text), Luca Schneider (Art Direction), Natascha Imfeld (Art Buying & Agency Producing), Melissa Diday, Marcel Walzl (Account Management), Annette Häcki (Managing Creative Director), Dennis Hoffmann (Managing Strategy Director), Luitgard Hagl (Managing Creative Director, Agency Lead). Responsible at Jung von Matt Impact: Gabriela Oetliker (Digital Marketing Manager), Dominik Habermacher (Managing Partner). Responsible at Czar Film AG: Johannes Schröder (Director), Filip Zumbrunn (Cinematography), Thorne Mutert (Executive Producer), Fiete Treutler (Producer), Randy Looser (Art Director), Bardha Grigioni (Styling), Kai Kniepkamp (Editor), Mike Bothe (Grading), Lucas Pfaff (VFX & Compositing Artist), JingleJungle (Sound Studio). Responsible at TW Media: Loredana Preite (Media Planner), Christoph Welti (Media Director).
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Anyone who has missed the deadline for postal voting or is unable to go to the polls themselves on the Sunday of the vote has the option in Zurich and Lucerne since Monday and up to and including Saturday of commissioning Stash-Rider:innen to deliver their own voting envelope. This is to ensure that as many votes as possible end up where they are heard: In the ballot box.
Ordering from Stash works via the Website and an app that also reminds people to vote and draws their attention to the additional service. All Rider:innen that deliver an order to their customers' homes will accept sealed voting envelopes until Saturday and immediately drop them in the official mailboxes of the Stadthäuser in Zurich and Lucerne. The delivery of the voting envelopes does not entail any additional costs.
With this campaign - which was created in collaboration with Jung von Matt Limmat and Jung von Matt Impact - Stash wants to encourage as many people as possible to vote. To increase the desire to vote even more, the Stash teams in Zurich and Lucerne are out and about with merchandising articles: caps, stickers and backpacks in Stash red and with the inscription "Vote" remind people to vote.
Responsible at Stash: Phil Grieder (Chief Product Officer). Responsible at Jung von Matt Limmat: Jacqueline Rufener, Dominique Magnusson (Creative Direction), Joelle Hauser (Art Direction), Sandro Schmocker (Video Production), Marianne Sauter, Cédric Knapp (Account Direction), Luitgard Hagl (Managing Creative Director, Agency Lead). Responsible at Jung von Matt Impact: Hagi Süssmann (Client Director), Rubin Pfeiffer (Digital Marketing Manager). Responsible at June Corporate Communications: Nathalie Eggen (Managing Director).
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Just over a year ago, four young personalities with special hobbies were chosen as Ovaltine's "Chiefs of Mach-dein-Ding" and henceforth supported in turning their hobbies into a profession - regardless of what others think of them. For this purpose, the four were employed by Ovomaltine at Wander AG as of February 2022 at 20% - with the sole "obligation" to continue practicing their favorite hobby. This should ultimately bring them closer to their big goal of turning their passion into a profession.
One year later
Cheffe de Couture Mathilde, whose great passion is sewing specially created clothing collections, set up her own pop-up store for the first time. Chief of Pumpfoil Balz pumped with a specially newly developed sail in a single day across all 3 lakes of Seeland. That's about 60 kilometers of pure effort. The man from Bern himself can't quite believe what he has achieved: "It's still beyond my imagination."
Chief of Jump with Attitude Samy also came closer to his big goal of opening a rope jumping school: thanks to the support of Jung von Matt Limmat and Ovomaltine, he was able to hold his own workshops for the first time and get children and young people excited about the sport of rope jumping. And speaking of enthusiasm, Chief of Storytelling Raphael created a graphic novel for which he not only had to write the story, but also illustrate all the comics by hand. And "even though the graphic novel isn't quite finished yet, I'm continuing with it," Raphael says after completing his time as "Chief of Do-your-thing."
The Chiefs' entire journey, from envisioning their goals to the implementation process to the conclusion, was documented in diary-like formats on social media.
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Together with Jung von Matt Limmat and Ovaltine, the Chiefs presented their "Journey" on Instagram and TikTok, inspiring the Ovo community to believe in themselves and make dreams come true. "You Ovo Rock" is what one user wrote under Mathilde's video and "Starki Leistig!" is what another user said about Balz's success.
In the fall we continue
Although the employment of the Chiefs is drawing to a close, the project is not yet over for Ovaltine. We don't know yet whether we'll start with four Chiefs again, but we're sure to have one or two," says Christof Stulz, Marketing Manager at Wander AG.
Responsible at Ovomaltine Eva Hauck (Junior Brand Manager), Simon Schiess (Senior Brand Manager), Christof Stulz (Marketing Manager) Responsible at Jung von Matt Limmat Lara Zehnder (Social Creative), Philipp Klink (Text), Cédric Knapp (Social Account Manage- ment), Adam Keel (Video Production) Responsible at Jung von Matt Impact Gabriela Oetliker (Digital Marketing Manager)
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Card service provider Viseca achieved an 18 percent increase in CTR with the campaign, which included a total of five ads across desktop and mobile.
The insertion of Dynamic Keywords is a feature that enables the tailoring of ads to a variety of different users - depending on their location (city or country) or the day of the week. This feature aims to increase desired traffic to advertisers' websites by making ads appear more relevant to users. In practice, advertisers insert so-called keywords into their creative headline or description of the ad.
The keywords that can be added dynamically are city, country or day of the week. The ad text that is then displayed to the respective users can thus be dynamically enriched with the appropriate keywords. The advantage of using dynamic keywords in campaigns is that the ad texts are better matched to the context of the user, thus increasing their quality.
Click-through and conversion rates can be significantly increased by this type of personalization. An improved user experience can significantly increase traffic to the website.
A/B testing shows pleasing results
A/B testing of two parallel campaigns (one with standard descriptions, one with dynamic keywords) by VISECA with a focus on mobile payments via Apple Pay, conducted from June to July, showed a value of 0.67 percent in terms of CTR when using dynamic keywords. This is around 67 percent higher than the average CTR of 0.40 percent in Switzerland. The campaign with standard descriptions achieved a CTR value of 0.57 percent
"Working closely with Jung von Matt IMPACT, we launched the first Swiss traffic acquisition campaign with Dynamic Keywords for Viseca. The results show that we can increase the relevance of the ads and thus generate better engagement," notes Simon Keller, Head of Agency Sales at Teads.
"I am very pleased that we can apply an effective and unique solution with Dynamic Keywords on Teads Ad Manager," says Daniel Jans, Media Consultant, at Jung von Matt Impact and adds: "We are thrilled with the use of Dynamic Keywords. The strategic planning as well as the implementation of the dynamic campaigns for Viseca and Apple Pay in cooperation with Teads went smoothly and is a very successful project for us. We definitely want to repeat this type of campaign."
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