Since the introduction of ChatGPT late last year, travel companies have been leveraging the power of generative artificial intelligence to enhance virtually all aspects of their businesses. Though the implementation of ChatGPT has been relatively swift, little has been known regarding the technology’s effectiveness until now. Phocuswright research analysts Cathy Schetzina Walsh and Mike Coletta have conducted a review of the “prospective uses of the tech”, examining applications of generative AI through all stages of the travel cycle, from inspiration to booking and sharing. With the growing integration of this cutting-edge technology, the two research analysts hope to help paint a clearer picture of the AI’s implications in the travel industry.
As to who will benefit from this technology, it would appear that large companies have a lot to gain. A snap poll posted on LinkedIn by Travel Tech Essentialist, a platform for entrepreneurs and investors, saw respondents selecting Airbnb and Google as the entities in the travel sphere that could most benefit from generative AI over the next two years. Similarly, the poll also indicated that smaller companies stand to benefit from this technology to increase their market presence.
As of late, several companies have been increasingly taking advantage of ChatGPT’s promotion in the travel business. JellyRide, for example, has integrated ChatGPT into its platform as an AI travel assistant capable of providing travel proposals based on customer’s preferences and context of their trip. To similarly simplify guest communication, EnsoConnect has included GPT-4 in its “EnsoAI” tool to provide content creation in 150 languages, immediate guest communication and automated or predicted responses.
HostAway, a vacation rental property management software platform, has launched an AI tool also powered by ChatGPT to optimize listings for property managers. HotelPlanner has also integrated Chat GPT within its loyalty program, and boostedly, a website design agency, has embedded ChatGPT into its direct booking websites. Similar implementations have been seen in Jurny, a hospitality tech company, that has integrated GPT-4 into its operating system.
The aforementioned companies are just a few of the entities that have integrated ChatGPT and GPT-4 into their platforms in order to enhance their user experience. Among the many applications of this technology, it is certain that generative AI will play a huge role in revolutionizing the travel industry in the near future. Phocuswire is also slated to release its ‘Chatty Dozen’ list, featuring a comprehensive catalog of businesses employing the use of the technology. With more and more companies hopping onto this bandwagon, it will be interesting to witness how generative AI will revolutionize the customer experience in the travel industry.
