Sonoma County Tourism (SCT) has launched LOU, an AI concierge designed to help visitors plan and personalise their experience in one of California’s most diverse regions.
Developed in partnership with Mindtrip, an AI travel platform founded in San Francisco in 2023, LOU – short for ‘Life Opens Up’, Sonoma County’s slogan – creates itineraries stretching from coastal cliffs and redwood forests to vineyard-covered hills and farm-to-table towns.
Frank Filice, SCT’s vice president of marketing and brand, explained in a statement that LOU’s mission is to capture what makes Sonoma so distinctive. ‘It is creative, inclusive, and inspired by the talent of our community,’ he said. ‘By blending smart technology with the richness of our local culture – the winemakers, chefs, farmers, and artists who bring this place to life – we’re helping travellers discover experiences that truly capture the essence of Sonoma County.’
Visitors can access LOU directly from the SCT’s website, where they will be greeted by a warm ‘welcome to Sonoma County, where, as they say, “Life Opens Up”! LOU here to help plan your trip’. They are then prompted by the assistant to write what inspires them most when planning a visit: ‘relaxing activities, exploring local restaurants, or discovering unique attractions?’.
While wine tasting remains at the heart of most itineraries, what sets LOU apart is that its suggestions go well beyond this, including hiking among the redwoods in the morning, followed by an afternoon tasting of the region’s famous Pinot Noir, and finishing with a gourmet dinner prepared by a chef who sources ingredients from nearby farms, enjoyed poolside at sunset.
Travel Tomorrow tested LOU with a simple prompt: a three-day trip focused on history, nature, and wine.
In less than a minute, a fully personalised programme appeared titled ‘Sonoma County: Three Days of History, Nature & Wine’, complete with an interactive map and an emphasis on the historical side of the trip.
Day 1 began with Mission San Francisco Solano and Sonoma State Historic Park, followed by lunch and in the afternoon, a visit to Ceja Vineyards’ tasting room to sample a Sauvignon Blanc, a Pinot Noir, and a Chardonnay. For those with time, it added Buena Vista Winery, California’s oldest premium estate, for a glass of sparkling wine or another Pinot Noir before a relaxed evening in town.
Day 2 led through Jack London State Historic Park and the towering redwoods, ending with tastings at Abbot’s Passage Winery & Mercantile for Rhône-style blends or Little Vineyards Family Winery for Zinfandel and Bordeaux-style reds.
The final day followed the coast to Sonoma Coast State Park and Fort Ross Vineyard, where the cool climate shapes elegant Pinot Noir and Chardonnay. On the way back inland, LOU added Cline Family Cellars as an optional stop for Old Vine Zinfandel or Rhône varietals, a reminder that Sonoma’s 19 appellations produce more than 60 grape varietals – far more diversity than its neighbour, Napa.
When prompted about ‘drinking and driving’, given the distances between the destinations, LOU California’s 0.08% BAC limit, the presence of active patrols, and the possible penalties for DUI, including licence suspension, suggest safer alternatives such as ‘hiring a driver, or checking wineries with shuttle services’. It even added as a practical note that services such as ‘Uber/Lyft may be unreliable in Sonoma County and could involve long waits’.
The only thing LOU does not (yet) do is make the bookings for you. It can’t quote live prices or reserve restaurants, though it provides accurate links and full contact details, phone and email for each recommended venue.
