Every figure has a receipt
Board members ask where a number came from. So each score links to the verbatim AI answers behind it, question by question.
About
Built for the DMO chair.
Zertura exists because destination marketers could feel the awareness gap AI created and had nothing that measured it cleanly. We built the measurement, then the counsel that acts on it.
Why we exist
The front door moved. The scoreboard didn't follow.
Visitors now ask an AI assistant where to go before they ask a friend, a search engine, or a visitor guide. That answer is written about your destination, to a person you will never meet, and until recently nothing told you what it said.
Zertura measures that answer across the AI assistants visitors actually use, every month, scores it on a published rubric, and links every figure back to the raw response. Then we sit with your team on where the effort belongs.
We are destination people first. Everything here is built to survive a board meeting, a budget hearing, and a hotelier's follow-up question.
Who built it
Founded by a destination marketer who's been in the seat.
Zertura was founded by Emily Zertuche, CDME, Founder and CEO. She's held the DMO chair as a Chief Marketing Officer and Chief Brand Innovation Officer, built the budget, defended it, and reported the results to a board.
Fifteen-plus years in hospitality and more than a decade in travel and tourism. The platform is built the way she needed it built: a number that survives the room, a rubric anyone can question, and receipts behind every figure.
Emily Zertuche, CDME
Founder & CEO
15+
Years in hospitality
10+
Years in tourism
CDME
Certified executive
C-suite
CMO and CBIO seats
- Chief Marketing OfficerDestination organization. Budget built, defended, reported to a board.
- Chief Brand Innovation OfficerBrand, product, and partner strategy across the destination ecosystem.
- Founder & CEO, ZerturaBuilt the measurement she needed in the seat, then the counsel that acts on it.
See what AI is telling visitors about your destination.
We run your scorecard across all six assistants before the call, then walk your team through the receipts line by line.
From the board table
Reporting to a board is what made the method this strict.
When you've had to defend a number to a hotelier, a city council seat, and a finance chair in the same hour, you build measurement that holds up under questioning. That's the whole design brief.
Variance is shown, not hidden
A two-point move inside the band is noise, and we say so. You report movement that's real instead of defending a blip.
The rubric is published
Nothing scored on a method we won't show you. Your team can question it, and answer for it in the room.
Written for the meeting
Monthly output includes the two sentences your CEO needs for the board packet, not a data dump to translate.
Where we sit
Four lanes exist. We chose the hardest one.
The AI category around destination marketing has sorted itself into four lanes. Knowing which one a vendor is in is the fastest way to know what you are actually buying.
Structural audit
Tools that grade whether a website is machine-readable. Necessary, and only half the question.
Perception monitoring
Tools that watch what AI assistants say. Useful, and it stops at the DMO's own name.
Operations automation
Platforms that move work through a destination organization. Valuable, and unrelated to visibility.
Measurement plus counsel
Where Zertura sits. One number across the whole partner ecosystem, plus the counsel to act on it.
How we work
Conservative by default
When the data is ambiguous, we score down. A number you can defend beats a number that flatters.
Published rubric
The methodology is written down and shared. Your board can question it, and you can answer.
No black boxes
Every figure links back to the raw answers behind it. If you can't trace it, we don't ship it.
Your voice, kept
We give direction, your team writes. The story stays yours; we make it legible to AI assistants.
Let's look at your destination together.
Bring your questions about the methodology. We'd rather answer them before you sign anything.
Book a demo