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According to leading market research firm Euromonitor International, travel planning is witnessing an unparalleled boom in a paradigm-shifting movement led by artificial intelligence (AI) tools.

The firm identifies AI tools, such as ChatGPT, as pivotal contributors to this revolution. In particular, they offer unprecedented convenience and round-the-clock availability, enabling users to streamline their travel plans from any device with an internet connection.

Caroline Bremner, Euromonitor International’s Head of Travel and Tourism Research, asserts that an overwhelming 97.8% of travel executives anticipate a significant influence of AI on their industry over the next five years. She points out that “ChatGPT has set the world of travel abuzz. In an era where 66% of all bookings are done online, and 35% of online sales occur on mobile devices, the disruptions wrought by AI are evident.”

Major players in the travel industry have already begun their AI journeys. For instance, in April 2023, Expedia partnered with OpenAI to introduce in-app trip planning capabilities via ChatGPT for iOS users. It even provided a plug-in for ChatGPT Plus users. This unique partnership transforms Expedia’s user experience, offering personalized travel suggestions and acting as a virtual assistant to travellers.

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Other prominent industry leaders, including Booking Holdings’ Kayak and OpenTable, have also introduced ChatGPT plug-ins. TripAdvisor, GetYourGuide, and Klook quickly picked up this trend. Additionally, Trip.com incorporated ChatGPT into TripGen, is innovative AI chatbot that delivers real-time support, trip planning advice, and booking tips during the pre-trip phase.

This integration wave promises to create a smooth, seamless travel planning experience for users. According to Airbnb, generative AI offers consumers the ultimate concierge experience.

However, Bremner cautions that the road to full AI adoption isn’t without bumps. She highlighted privacy issues, knowledge lag, and the risks of perpetuating misinformation, bias, and inequality as potential challenges. Introducing a new plug-in with Microsoft Bing enabled real-time data access, transforming the landscape once more.

The global AI race has sparked debates around safety and security, with tech magnate Elon Musk calling for a halt in AI development to enable policy catch-up and safeguard humanity. In the context of the travel industry, Bremner remarks, “Generative AI is accelerating the automation of tasks across every stage of the customer journey. While this signals another wave of disruption, only brands that maintain the human touch of travel and hospitality will ultimately thrive.”

For an in-depth analysis of the impact of AI on travel brands and destinations, refer to Euromonitor International’s comprehensive report, Revolutionising Travel with ChatGPT and Generative AI.