Travel experts predict holidays will soon become 'cheaper and easier to book'

The way we book holidays is set to change hugely as the travel industry braces for a "massively disruptive" tech update.

On Monday, the artificial intelligence giant OpenAIintroduced a feature that would allow users to make purchases through ChatGPT, in partnership with Etsy and Shopify.

"Users can now buy directly from US Etsysellers right in chat, with over a million Shopify merchants, like Glossier, SKIMS, Spanx and Vuori, coming soon. Today, Instant Checkout supports single-item purchases. Next, we’ll add multi-item carts and expand merchants and regions," the organisation announced.

The move is set to disrupt the online commerce world, as soon the 700 million weekly users of ChatGPT will be able to shop on the AI interface, without visiting other websites. This will hand OpenAI a huge amount of power in the world of e-commerce, and make it a lot of money through fees from sellers.

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Following the announcement, experts in the future of travel have predicted a world in which ChatGPT - or another similar large-language model - will achieve market dominance and become a 'super-app', serving as a portal to every part of the internet.

It will be possible to plan holidays in great detail using the AI, as many tech-savvy travellers already do. The big difference in the future will be that it'd then be possible to book the entire holiday in a minimal number of clicks, without leaving the page, the experts predicted.

Speaking at the World Travel and Tourism Council (WTTC) summit in Rome on Tuesday, Guy Johnson, an anchor with Bloomberg, said: "That is a huge shift. That is a new model. That is massively disruptive."

Gaurav Bhatnagar, co-founder of TBO.com, predicted that the changes would be positive from the customer's perspective. "The quality of service will improve. You will need fewer people (as a travel company). From a customer’s perspective, it will be cheaper, easier to book, and the experience will be better," he said.

The change would be far more significant for travel companies. "It is likely that when ChatGPT gets the customer to the point when they’re going to book, it will send the holiday plan out to their clients and say ‘who is going to bid for this?’ My guess is that ChatGPT wants to replace Amazon, Booking.com, to become the super app,"Mr Bhatnagar continued.

Paolo Benanti, president of the AI Commission for Information and a member of the UN Advisory Board on AI, was similarly boosterish. He said: "You would expect that an AI agent could arrange more accurately than a human can."

The prospect of an AI revolution in travel has been brewing for a number of years. At last year's WTTC summit, similar predictions were made about how large language models could be used to generate personalised travel itineraries for holidaymakers.

"Challenges that must be overcome by travel and tourism businesses include a shortage of AI-skilled workers, limited AI infrastructure, and the absence of a formal ‘AI strategy’ in many business plans. Travel and tourism businesses are urged to embrace AI as a strategic priority, investing heavily in talent to foster collaboration between humans and AI," a statement from the WTTC read.

During the first months of the rollout of ChatGPT, theMirror embarked on a mystery road triparranged by the software and discovered some of the strong points and pitfalls of relying on a bot for advice and direction.