Article · July 19, 2023

What place for ChatGPT in travel and tourism?

Artificial intelligence, the new travel agent?

Expedia was the first in the sector to install a ChatGPT plugin. Will AI replace travel agents? OTAs did not kill travel agencies - they forced them to work on their added value.

For industry professionals, ChatGPT opens up several opportunities. A tourist board can use it to research and gather all the must-see sites across its territory. Airlines, hotel groups and rental agencies can use it to help their agents answer a wider range of questions. It can also serve as a back-up travel assistant.

Expedia was the first player in the sector to install a ChatGPT plugin, closely followed by Kayak, the TMC Navan, Trip.com and the many companies queuing to test it. With the launch of a new trip-planning experience in partnership with ChatGPT on its mobile app, Expedia account holders can hold an open conversation to ask for advice on their next trips. Expedia says the plugin simplifies the booking process, supports customers in emergency situations and even strengthens its ability to detect fraudulent activity.

Will AI replace travel agents?

That is the question users are asking. Customer service roles are among the jobs most at risk as AI expands - OpenAI claims it could replace five million jobs in the United States alone. In France, ChatGPT could help address staff shortages in travel agencies. Still in its test phase, Expedia’s AI tool has already supported more than 30 million travellers and saved 8 million hours of agent work.

Yet it is essential to stress that despite the advantages of artificial intelligence, the human being retains a central place in the tourism industry. Travellers value personal interaction, warmth and the expertise of a travel agent. These professionals offer tailored advice, understand specific needs and bring a human dimension that AI cannot fully reproduce. The point is to strike a balance between automation and human interaction.

Data and privacy cannot be an afterthought

ChatGPT continuously collects and analyses users’ personal data. Users need to be aware of the potential risks and take steps to protect their privacy. Companies, for their part, must comply with data protection regulations and be transparent about how data is used, stored and shared. Solid security and confidentiality protocols, together with clear consent and data-control options, build trust and support responsible, ethical use of AI in travel and tourism.

It should also be remembered that the tool remains limited: it cannot judge the truthfulness of online information, it has bugs, and its free version has restricted access to data.

Like every digital advance, AI will profoundly change the way we work. Some jobs will disappear, others will appear. The promises of efficiency and simplicity suggest real potential for the future of travel and tourism - without setting aside the importance of human interaction. It is up to the players to reinvent themselves: the OTAs did not kill travel agencies, they forced agencies to work on their added value. And the travel agent’s trade is very much alive today.

An article by IMPACT CONSULTANTS.