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Scout, the new AI from Snowmass Tourism and GuideGeek. Photo Credit: Sam Ferguson
Scout, the new AI from Snowmass Tourism and GuideGeek. Photo Credit: Sam Ferguson
Snowmass launches AI travel guide for visitors
ColoradoBiz Staff //December 3, 2025//
SNOWMASS VILLAGE, Colo. — Snowmass Tourism has introduced a new artificial intelligence (AI) tool that aims to give travelers instant, personalized guidance when planning a visit to the resort community.
In Brief:
- Snowmass Tourism launches Scout, an AI-powered travel guide
- Tool gives personalized recommendations on skiing and activities
- GuideGeek technology pulls from 1,000 travel data integrations
- Scout offers itineraries and local tips through gosnowmass.com
The tool, known as Scout, uses GuideGeek technology developed by the Matador Network to deliver real-time recommendations on skiing, activities, dining, events and other travel needs. The AI model draws from Snowmass Tourism data and more than 1,000 integrated travel information sources.
“Our role is providing inspiration and information to visitors. GuideGeek bridges the two,” said Virginia McNellis, marketing director for Snowmass Tourism. She said travelers can use Scout to explore general questions about why to visit Snowmass or build a detailed itinerary suited to their interests.
Scout is accessible on gosnowmass.com by clicking the chat icon in the bottom-right corner. The avatar is modeled after a Nova Scotia Duck Tolling Retriever, a breed often used as avalanche dogs. Users can ask Scout for full itineraries with or without skiing or for recommendations on activities such as mountain biking or arts and culture.
“Snowmass has the advantage of being located near Aspen and its airport but having its own laid-back, family-friendly culture,” said Ross Borden, CEO of Matador Network. “Scout is like a personal guide for visitors to discover the unique take on Rocky Mountain life Snowmass offers.”
Snowmass Tourism joins a growing list of destination marketing organizations using GuideGeek technology, including Tourism New Zealand, NYC Tourism and Conventions and the Colorado Tourism Office, which launched a statewide AI travel assistant earlier this year.
McNellis said Snowmass Tourism chose to develop a customized tool to provide deeper, location-specific expertise. “While the tool from the Colorado Tourism Office provides excellent information about Colorado and our region, we wanted the best AI tool possible for planning a trip specifically to Snowmass,” she said. “By prioritizing data from gosnowmass.com, Scout really is the leading artificial intelligence expert on our destination.”
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