About Cited

Travel brands make the promise. Customers create the proof.

Cited was built to measure where post experience reputation and pre purchase AI recommendation align and where they do not.

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Our founding observation

Travel companies spend heavily influencing customers before purchase.

But much of the evidence influencing the next customer is created after the previous customer's experience. Reviews. Recommendations. Complaints. Praise. Reputation. Independent proof.

Historically, this evidence was scattered, across review platforms, travel forums, social media, industry directories. No single team could see the whole picture.

AI is changing that. AI recommendation engines are synthesising this evidence at scale, and converting it into the recommendations that shape future purchase decisions.

Cited is a specialist agency, not a software platform.
Every engagement is analyst led, every deliverable is evidence backed, and every improvement is measured and verified.

What travellers say after the journey increasingly shapes what gets recommended before the next one. That's the shift Cited was built to serve.

The post experience recommendation loop
Customer
buys
→
Customer
experiences
→
Customer
talks
→
Market
records
→
AI
learns
→
Future buyer
searches
→
AI
recommends
→
Customer
buys
Cited connects what happened after the last journey to what AI says before the next one.
What we exist to do
Help travel brands understand the machine readable evidence that shapes AI recommendation, and take deliberate action to strengthen the gaps.
What we believe
The brands AI recommends tomorrow will be those that earned it through real customer experience, not those who optimised their way to it with content that customers do not confirm.
The macro shift

Word of mouth has always shaped
travel decisions. Now AI makes it searchable.

Then
Word of mouth happened privately.
A traveller told a friend. A colleague recommended an airline. A tour operator referred a DMC. Valuable, but invisible to anyone outside the conversation.
Then
WOM became public reviews and social proof.
TripAdvisor, Google reviews, travel forums. The conversation became visible. Brands learned they needed to manage it.
Now
AI synthesises WOM at scale into recommendations.
ChatGPT, Perplexity, Gemini, Google AI. AI systems read the entire conversation and convert it into recommendations. Brands need to understand and strengthen this signal layer. That's Cited.