Travel & Hospitality

How Visit Salt Lake answers visitor questions 24/7 and identifies web content needs with reduced staff

Average engagement rate with the digital assistant on website
total conversations engaged in by the digital assistant with interested travelers
staff hours saved since 2020 with AtlasRTX digital assistant

Visit Salt Lake launched their digital assistant, AskVSL, in April 2020 to optimize their web experience and reach a digital-first audience not likely to get information from their Visitor Center. Within weeks, COVID-19 led to the furloughing of most VSL staff, closure of their physical Visitor Centers, and drastic cuts to their entire budget.

Using their digital assistant, Visit Salt Lake is able to:

  • Answer frequently asked questions, including questions related to COVID-19, while much of the VSL staff was furloughed and the Visitor Center was closed.
  • Identify areas of their website where new content was needed, including COVID-related content about; what’s open, travel restrictions, and local safety requirements.
  • Provided an engaging experience 24/7/365, even when human staff was extremely limited.


Since the area has reopened, Visit Salt Lake has refocused their digital assistant to start assisting travelers with information on upcoming events, restaurant recommendations, things to do, and more. So far in 2022, engagement with their digital assistant is up 65% year over year.

“We wanted a chatbot on our website to better, and more rapidly, answer visitor questions, especially during off-hours. AtlasRTX couldn’t be a better partner. The chatbot has helped us identify additional content needs throughout our website and has been especially helpful during the pandemic, as information is changing daily.”

Eric Thompson | VP of Marketing, Visit Salt Lake

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