Are You Prepared to Let and AI Bots Take Charge of Your Travel Planning?

Following the astounding success of , which hit 100 million monthly active users just two months post-launch, making it the fastest-growing consumer app ever, many companies are joining the AI wave. Microsoft and Google quickly introduced their own AI chatbots, Bing and Bard, respectively. Recently, online travel giant Expedia began piloting a new in-app travel planning feature powered by . Additionally, GuideGeek, a new travel assistant from Matador Network, uses to provide travel advice and real-time flight and vacation rental data, accessible via WhatsApp (and soon on Instagram). More innovations are sure to follow.
The appeal of these generative AI tools lies in their capacity to deliver human-like responses across a broad spectrum of inquiries. Travelers can ask the chatbots various questions, including, “What are some great travel destinations that don’t require a passport?”, “Can you suggest a kid-friendly three-day itinerary in London?”, or “What’s the best way to get from Tokyo Narita Airport to Shinjuku?”
With the potential to significantly aid in travel planning, companies in the travel sector recognize a tremendous opportunity to enhance customer interactions and improve travel experiences through AI technology.
Though still in its early stages, generative AI holds “vast implications for travel planning,” asserts Seth Borko, a senior research analyst at Skift and author of the April 2023 report titled “Generative AI’s Impact on Travel.” From the search and planning phases to the travel experience itself, Borko believes AI represents a multi-billion-dollar opportunity for the travel industry.
While isn’t a complete travel planning solution just yet, it serves as a valuable resource during the research phase. Let’s explore its capabilities and limitations, along with how AI is set to transform the travel industry as we know it.
What Exactly is ?
, developed by the San Francisco-based company OpenAI, debuted in November 2022. It is a large language model (LLM), part of the generative pre-trained transformer (GPT) family, designed to understand and generate human language. Although AI has existed for decades, these LLMs, particularly , offer something distinct and innovative.
In contrast to earlier AI technologies, features a user-friendly interface that allows for conversational responses and interactions as if you were talking to another person. According to Hannah Mieczkowski, an AI expert with a Ph.D. in human and AI interaction from Stanford University, LLMs like facilitate natural text exchanges, eliminating the need for expertise in computer science or programming.
The result is an accessible online tool that anyone can use for free. (There is a $20 monthly subscription for a premium version that offers quicker responses, but it’s not necessary.) “The widespread adoption of , particularly among non-AI researchers and experts, is remarkable. Its applications span numerous industries, including travel,” Mieczkowski shares with Dinogo.

Image credit: Shutterstock
How can and AI assist with your travel plans?
At present, one of the most significant impacts of on travel is its role in trip planning. Users can easily create an account at chat.openai.com and start chatting with the platform about travel destinations, accommodations, transportation options, and activities. Essentially, can serve as a source of travel inspiration and planning advice.
The more detailed your prompts are, the more accurate the responses will be. For example, when I recently asked for suggestions on a tranquil, phone-free getaway, it provided somewhat general recommendations, such as Bali, Indonesia; Tulum, Mexico; and Ubud (also in Bali). However, after specifying my request for a location with significantly fewer annual visitors, it recommended Dharamsala, India, a serene town in the Himalayan foothills and the residence of the Dalai Lama.
When I asked about the top new luxury hotels in Hong Kong, a city I know well, it delivered a spot-on response. The list featured Rosewood Hong Kong, St. Regis Hong Kong, and Hari Hong Kong, all premier new accommodations. (However, the term “new” is relative, as 's data cuts off in 2021.) I also inquired about the best Chinese restaurants in New York City, and it provided six recommendations ranging from the popular fast-casual chain Xi’an Famous Foods to the lesser-known Da Xi Sichuan in Flushing, Queens.
Naturally, travel companies are optimistic about AI, as it enhances (and in some cases replaces) human interaction.
“Travelers can initiate their trip planning through a dialogue with ... gaining ideas and inspiration for their next destination,” says Rathi Murthy, CTO and president of Expedia's product and technology, in an interview with Dinogo.
Expedia aims to connect the gap between inspiration and booking. “Consumers can converse with to envision their upcoming journey, and when they're ready to begin searching for flights, hotels, and more, they’ll already be in the Expedia app,” explains Murthy.
Jason Birnbaum, CIO and SVP at United Airlines, informs Dinogo that the airline is “exploring various applications of generative AI, from software development to customer service and travel inspiration.”
What are the constraints of using and AI for travel planning and bookings?
According to OpenAI, -4, the most recent version of the chatbot, can engage creatively with users to tackle complex issues. However, it does have notable limitations, such as relying on data that only extends up to 2021.
There are also numerous ways in which might mislead users. “These LLMs often exhibit what researchers term ‘hallucination,’ meaning they can fabricate information that is presented as factual, even when it’s inaccurate,” explains Mieczkowski. “As a result, is unlikely to be the sole reliable source for travel planning.”
A disclaimer on ’s homepage states, “While we have safeguards in place, the system may occasionally produce incorrect or misleading information and may generate offensive or biased content. It is not intended to provide advice.”
Borko from Skift recommends that be regarded as just one of many tools for trip planning. “It’s best to combine searches with other resources like social media, suggestions from friends and family, and travel agents,” he advises.
How Will and AI Continue to Evolve and Transform Travel?
The ongoing development of and AI is set to significantly alter the travel industry. Currently, while users cannot book travel directly through , Borko anticipates that such capabilities will emerge. “In the future, you could approach and say, ‘What are the best flights for my needs, and can you help me find one for under $500?’ This kind of intelligent search will take time to implement, but it could have the most considerable impact on the travel sector,” he explains.
In addition to enhanced travel planning and booking functionalities, there are still crucial questions regarding the technology and its potential effects on travel behavior that remain unanswered.
The inputs for are not explicitly defined, which means the information it provides could be subject to manipulation. Without proper safeguards, responses can be significantly swayed by individuals looking to exploit the system, much like the early days of search engine marketing. “Because of this, AI is generally best utilized as a complement to human efforts,” Mieczkowski notes, adding, “I don’t think there will ever be a time when these AI models are entirely autonomous.”
As a nonhuman entity, does not inherently account for sustainability or broader ethical travel concerns. For instance, Borko points out that “it could exacerbate overtourism by concentrating visitors rather than spreading them out.”

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