Civitatis wants to appear before travellers have decided what they will book. The Spanish company has connected its catalogue with ChatGPT and Claude so that a conversation can uncover activities, check places and prepare a basket. The purchase then finishes on its own website. The commercial change lies in that journey: a question about what to do on a trip can lead to a selection of available products, with prices and conditions, rather than leaving the conversation at a general recommendation about the destination.
The integration was announced on September 3, when Europa Press reported the company's plans and comments from chief executive Andrés Spitzer . An owned guide published on September 15 develops the customer experience. Civitatis says it built a single MCP server, standing for Model Context Protocol, to connect its catalogue and services with different assistants. ChatGPT and Claude are the available channels it describes; Gemini remains a planned addition, although the company says it has already validated technical compatibility with Google's assistant.
Spitzer connects the initiative with the place where customer inspiration begins: conversations with AI. In the announcement, he says the connection is already generating traffic and bookings. The platform supplies activity inventory and information about individual products, while the conversational interface receives the user's preferences. Civitatis's website remains the destination where the economic transaction is completed.
A conversation about specific products and dates
Civitatis's example starts with a weekend in San Sebastián for two people. The traveller provides the destination, dates and companions; the assistant consults the catalogue and proposes options according to availability. The guide also uses Rome to illustrate a request for a specific activity, such as Colosseum tickets. These are different commercial entry points: someone still constructing a plan and someone who already knows which landmark they want to visit. The connector is designed to handle both types of enquiry through the same conversational starting point.
The information returned includes more than an excursion's name. Civitatis lists descriptions, prices, cancellation policies and reviews from other travellers, as well as places available for a date. Its examples ask about the cost of a Vatican tour, cancellation of a Royal Palace visit and what an excursion to Cinque Terre includes. Each question approaches a decision the buyer needs to resolve before committing to an experience, particularly when comparing products with similar titles.
Personal context helps shape the selection. The guide distinguishes a family plan with children in Valencia, a romantic break in Mallorca and a five-day Marrakech itinerary. It does not present them as the same list placed in another order: the conversation can collect the traveller profile, duration and preferences, then adjust proposals when the user changes their mind. The communicated capability is to translate conditions expressed in ordinary language into catalogue activities, rather than requiring every enquiry to begin on a particular product page or with an already completed itinerary.
Some requests come before the choice of destination. Civitatis suggests open questions about where to travel in October or an inexpensive plan for November. This discovery stage has a different role from a request for Colosseum tickets: the platform can enter the traveller's consideration while places and occasions are still being compared. Its proposition keeps the thread between them within the conversation, using subsequent preferences to refine the plan.
From available inventory to the basket
Availability is central to the announced product. The company explains that the assistant checks places in real time while receiving the trip dates. In seasonal examples, including New Year's Eve plans, it adds that activities without availability or an open calendar will not be shown. The operational information entering discovery is therefore the inventory the company can offer for the relevant time. A suggestion becomes connected with an activity, a date and catalogue conditions, bringing the conversation closer to a product that can be selected for purchase.
Once the user chooses, the activity can be added to the basket from the chat. The guide allows several activities to accumulate during the conversation before one final payment on Civitatis. Booking a tour to the Eiffel Tower's third floor illustrates this step: the assistant prepares the product and supplies the link for completing the purchase. A conversational itinerary can consequently bring several decisions about one trip together before taking the customer to the website transaction.
The connection needs initial user authorisation, according to Civitatis's documentation. The connector can then be invoked in a conversation while preferences continue to be refined. The guide notes that access to the connection may depend on the region, assistant plan or configuration of a corporate account. In the described journey, the customer's usual Civitatis account is used for the final booking. The company thus places search and product selection inside an assistant, with the purchase taking place in its own commercial environment and under the customer's existing account relationship.
The shared MCP server supports catalogue distribution between assistants, according to the announcement. Its described role is to connect owned information and services with several conversational interfaces. Civitatis communicates availability checks, product details and the basket as connector functions, beyond the possibility of an AI response mentioning its brand. This matters to online acquisition because the conversation can hand over a product prepared for purchase, accompanied by a link continuing the operation on the provider's site.
Trust also enters the choice
A report Civitatis published in September provides context for AI's role in another important company market. Its synthesis of The LATAM Experiences Traveler, by Arival and Phocuswright , describes a survey of 1,200 leisure travellers from Argentina, Brazil and Mexico conducted in spring 2026. The document puts AI use for trip planning at 70%. Among travellers under 35 it reaches 80%, and among those with high incomes, 78%. Those last two percentages concern their respective traveller groups. The research describes reported technology use in the three countries, providing planning context for Civitatis's expansion in the region.
The factors reproduced in that report for choosing an experience are specific. A trusted provider brand records 77%; traveller reviews 72%; expert curation 68%; ease of language 64%; a website recommendation 58%; and advice from a travel professional 55%. They are independent factors, not slices of one total. In this context, presenting prices, conditions and opinions alongside an activity addresses several questions surrounding a commercial decision. The brand and its catalogue information are part of the offer encountered through the assistant, as well as through the company's direct website or professional distribution channels.
Factors in choosing an experience
Percentages reproduced by Civitatis from The LATAM Experiences Traveler, by Arival and Phocuswright. Survey of 1,200 leisure travellers in Argentina, Brazil and Mexico in spring 2026.
Tap or hover for details. All values are also available in the data table.
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Independent factors; they do not form one total. The survey concerns the three named countries, not Spain, and does not measure results of the Civitatis connector.
Explore the data table
| Category | Reported factor |
|---|---|
| Trusted provider brand | 77% |
| Traveller reviews | 72% |
| Expert curation | 68% |
| Ease of language | 64% |
| Website recommendation | 58% |
| Travel professional advice | 55% |
Purchase timing also varies by product. The synthesis reports that 39% of attraction visits are planned at least a month ahead, compared with 20% of tours. It also says one traveller in three books a tour or attraction ticket on the activity's day. Consulting inventory during a conversation is relevant both to someone arranging an iconic visit ahead of time and to someone looking for something to do today. These situations have different timing needs even when they concern the same destination, giving availability a concrete role within activity discovery and selection.
Travelling companions add another dimension. The report records travel with a partner at 67% and with children at 45%, categories that can overlap within one trip. Civitatis's Valencia family-plan example fits the need to specify who will take part in an experience. Language, included among the choice factors, is also part of the commercial positioning of a platform distributing Spanish-language activities and addressing Spanish- and Portuguese-speaking markets. The conversation can start with that personal context rather than with a list of products stripped of the circumstances in which they will be used.
The report's local voices describe differences in purchasing. Juan Rossello, responsible for Mexico, highlights advance planning and interest in filling a trip with activities in the traveller's own language. Alexandre Oliveira, responsible for Brazil, places omnichannel contact within the customer journey. Nicolás Posse, responsible for Argentina, emphasises instalment payments when purchasing an activity. The conversational integration enters a business where selection decisions, distribution channels and payment preferences vary between markets. Those company accounts give practical context to the service's regional expansion without treating Latin American customers as one uniform purchasing profile.
The catalogue already reaches professional channels
Civitatis Pro places the connector within a wider distribution operation. In its current professional offer, the company reports more than 60,000 professionals, more than 50 API integrations and coverage of more than 4,000 destinations in over 160 countries. Those figures concern its professional ecosystem, rather than ChatGPT or Claude users. The proposition serves agencies, affiliates, creators, accommodation businesses, online travel agencies and platforms wanting to offer activities and transfers to their customers. The same underlying category of products can therefore reach travellers through several types of commercial relationship and interface.
Access technology varies with that profile. Civitatis describes a reservation centre for availability and operations, an API for incorporating the catalogue into another platform's workflow, and widgets for inserting it into a website. Affiliate links are also offered. For agencies, the company presents commissions from the first booking without a sign-up charge, and management of reservations, cancellations and invoices in one environment. The conversational connector adds a further meeting point with the catalogue alongside these business distribution relationships, using the assistant as the customer-facing starting point for a selection.
The conditions for its professional platform specify two different commercial journeys. An agency can purchase an activity on behalf of a client and then manage the transaction through its panel: checking the status, accessing the details, downloading the voucher and requesting an invoice. When a booking comes through an affiliate link, banner or widget, the referred customer accesses and manages it. The difference lies in who handles the operation after product discovery. A partner can provide the traveller with a booking service or direct them to Civitatis to purchase independently. Both models use catalogue resources, but allocate the relationship with the buyer differently, including access to the booking after purchase.
The tourism product also has a specific delivery outside the platform. Civitatis explains that excursions, visits, activities and transfers are provided by collaborating businesses, while its service manages reservation and sale. Product pages and confirmations bring together the meeting point, date, time and duration needed to take part. The minimum advance booking time depends on the activity and appears on its page. These details complete the commercial context of an experiences catalogue: two visits to the same monument can have different participation conditions. For the new channel, Civitatis expressly identifies price, cancellation, reviews and availability as information that can be consulted in the conversation before preparing the basket.
The human component remains in the professional proposition. Civitatis offers specialist account managers and traveller support in the customer's language around the clock. For an API integration, it explains that a manager accompanies onboarding; for agencies and affiliates, it presents direct registration. Product distribution consequently combines different forms of technical connection with commercial assistance. Its existing professional offer supplies concrete examples of how a catalogue can be reached without every traveller first searching directly on the provider's website.
A platform extending its entry points
The evolution of its infrastructure appears in an owned interview published on September 16 with Josemi Teba , newly appointed Head of Platform. Teba explains his involvement in moving from a monolithic architecture towards more flexible, scalable infrastructure using technologies including Kubernetes. He relates the work to growth in users, visits and service complexity. This describes Civitatis's general technical development; the connector announcement separately identifies the MCP server distributing catalogue access to assistants. The interview was published by the company and provides the platform team's account of that evolution, rather than a new interview conducted for this article.
In Spain, searches for the brand provide demand context before and after the announcement. An annual Google Trends query for Civitatis, containing 51 complete weeks between October 19, 2025 and October 10, 2026, places the relative maximum in the week of August 2–8. That week receives an index of 100; October 4–10 records 68. The chart describes relative search interest in the brand, with changes predating the connector's arrival. It is a separate view of brand discovery from the Latin American survey, involving a different geography, source and form of observation.
Search interest in Spain: Civitatis
Relative Google Trends indices. 2025-10-19 / 2026-10-10.
interest index (0–100)
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| Category | Civitatis |
|---|---|
| 2025-10-19/2025-10-25 | 66 interest index (0–100) |
| 2025-10-26/2025-11-01 | 60 interest index (0–100) |
| 2025-11-02/2025-11-08 | 66 interest index (0–100) |
| 2025-11-09/2025-11-15 | 72 interest index (0–100) |
| 2025-11-16/2025-11-22 | 65 interest index (0–100) |
| 2025-11-23/2025-11-29 | 63 interest index (0–100) |
| 2025-11-30/2025-12-06 | 72 interest index (0–100) |
| 2025-12-07/2025-12-13 | 59 interest index (0–100) |
| 2025-12-14/2025-12-20 | 48 interest index (0–100) |
| 2025-12-21/2025-12-27 | 52 interest index (0–100) |
| 2025-12-28/2026-01-03 | 64 interest index (0–100) |
| 2026-01-04/2026-01-10 | 59 interest index (0–100) |
| 2026-01-11/2026-01-17 | 68 interest index (0–100) |
| 2026-01-18/2026-01-24 | 68 interest index (0–100) |
| 2026-01-25/2026-01-31 | 67 interest index (0–100) |
| 2026-02-01/2026-02-07 | 70 interest index (0–100) |
| 2026-02-08/2026-02-14 | 65 interest index (0–100) |
| 2026-02-15/2026-02-21 | 67 interest index (0–100) |
| 2026-02-22/2026-02-28 | 68 interest index (0–100) |
| 2026-03-01/2026-03-07 | 69 interest index (0–100) |
| 2026-03-08/2026-03-14 | 68 interest index (0–100) |
| 2026-03-15/2026-03-21 | 71 interest index (0–100) |
| 2026-03-22/2026-03-28 | 73 interest index (0–100) |
| 2026-03-29/2026-04-04 | 97 interest index (0–100) |
| 2026-04-05/2026-04-11 | 65 interest index (0–100) |
| 2026-04-12/2026-04-18 | 62 interest index (0–100) |
| 2026-04-19/2026-04-25 | 60 interest index (0–100) |
| 2026-04-26/2026-05-02 | 63 interest index (0–100) |
| 2026-05-03/2026-05-09 | 64 interest index (0–100) |
| 2026-05-10/2026-05-16 | 57 interest index (0–100) |
| 2026-05-17/2026-05-23 | 62 interest index (0–100) |
| 2026-05-24/2026-05-30 | 61 interest index (0–100) |
| 2026-05-31/2026-06-06 | 67 interest index (0–100) |
| 2026-06-07/2026-06-13 | 66 interest index (0–100) |
| 2026-06-14/2026-06-20 | 69 interest index (0–100) |
| 2026-06-21/2026-06-27 | 64 interest index (0–100) |
| 2026-06-28/2026-07-04 | 73 interest index (0–100) |
| 2026-07-05/2026-07-11 | 74 interest index (0–100) |
| 2026-07-12/2026-07-18 | 86 interest index (0–100) |
| 2026-07-19/2026-07-25 | 87 interest index (0–100) |
| 2026-07-26/2026-08-01 | 90 interest index (0–100) |
| 2026-08-02/2026-08-08 | 100 interest index (0–100) |
| 2026-08-09/2026-08-15 | 97 interest index (0–100) |
| 2026-08-16/2026-08-22 | 99 interest index (0–100) |
| 2026-08-23/2026-08-29 | 87 interest index (0–100) |
| 2026-08-30/2026-09-05 | 72 interest index (0–100) |
| 2026-09-06/2026-09-12 | 70 interest index (0–100) |
| 2026-09-13/2026-09-19 | 69 interest index (0–100) |
| 2026-09-20/2026-09-26 | 67 interest index (0–100) |
| 2026-09-27/2026-10-03 | 62 interest index (0–100) |
| 2026-10-04/2026-10-10 | 68 interest index (0–100) |
The series shows how that search presence changes across the selected period, while the new conversational channel addresses the moment when a traveller formulates a plan. The normalised index is not bookings and cannot attribute its development to the integration. The commercial case remains the opening of another discovery interface connected with the provider's catalogue and basket, alongside the website and the distribution routes serving professional travel businesses.
The next announced expansion is Gemini. Civitatis says its technical work is ready, but activation depends on Google's partner programme expanding to Europe, Latin America and other markets. For ChatGPT and Claude, the available proposition combines conversation, catalogue information and preparation for booking. The economic transaction stays on Civitatis. The journey can begin with an open idea such as finding a holiday destination or a precise request for an attraction ticket on a particular date, then continue through products and availability towards the provider's own purchase process.
Who's who and how to read the figures
CIVITATIS TOURS, S.L. is the Spanish company operating the service, domiciled and registered in Madrid. Andrés Spitzer is its chief executive and Josemi Teba heads the platform area. MCP identifies the protocol through which the company connects its catalogue with assistants. Civitatis Pro serves professionals. Traveller percentages come from Civitatis's synthesis of Arival and Phocuswright research in Argentina, Brazil and Mexico. Google Trends supplies separate Spanish search context. A basket can be prepared during the conversation; the purchase is completed on Civitatis.
In this article
Marian Vasile
Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution.
