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Let me start with a confession: I asked ChatGPT to plan my recent holiday to Tasmania. Usually, I’d spend hours researching, bouncing between TripAdvisor, Google Maps and bookmarked Instagram Reels. But this time, I went straight to AI. What I didn’t expect? A surprisingly perfect curated itinerary, complete with oyster shucking, wine tasting, and remote stays I’d never heard of.
It got me thinking… if I’m using AI to plan a trip, your guests probably are too.
AI tools are reshaping how the next wave of travelers are choosing, booking and determining where they will jet off to next. With advancements in ChatGPT and Gemini, travel planning is experiencing a shift comparable to the invention of the internet. For my recent trip to Tasmania in Australia, I sat beside my partner as he scrolled through reviews and googled boutique stays. Then it hit me: I could do this in half the time.
I prompted ChatGPT: “You are an experienced travel agent, up to date with the latest hospitality, food and wine in Tasmania. Can you give me your top picks for places to visit, eat, stay and drink? Think oyster shucking, wineries, saunas, farm-to-table restaurants, affordable cabins.” In seconds, I had a tailored itinerary featuring local gems like Pumphouse Point and Bruny Island oysters, as well as beautiful cabins to stay in.
It even suggested booking windows and travel times. The key takeaway? AI’s suggestions are based on up-to-date, well-reviewed online content. I discovered spots my partner hadn’t even found through traditional searches, making the planning process surprisingly efficient.
One of the biggest revenue opportunities lies at the beginning of the guest journey. Traditionally, accommodation operators rely on a mix of chatbots, direct bookings, and online travel agencies (OTAs) to guide guests through the booking process and offer the best deals. However, AI is fundamentally changing this approach. With AI-driven search capabilities, guests now expect instant, personalized recommendations that cut through the noise. As AI becomes more integrated into the travel planning process, operators must rethink how they capture guest attention and secure bookings.
ChatGPT is integrating with third-party travel APIs and booking platforms, offering booking information on flights, lodging, and more without needing to leave the chat interface. Guests can now search for their favorite travel brands via downloadable plugins, making it easier than ever to find the best rates.
One of the emerging applications is the ability for guests to interact directly with AI-driven chat interfaces that can answer queries, provide recommendations, and even manage bookings. Instead of waiting for a front desk response or navigating complex booking systems, guests can get quick, accurate answers in real time. This can drastically reduce wait times and improve guest satisfaction, especially during peak travel periods.
ChatGPT is piloting an integrated booking and payment process, allowing guests to search, compare, book, and pay without leaving the chat. This means hotels must adapt to an increasingly conversational and integrated booking landscape.
Your website isn’t obsolete, it’s more important than ever. AI tools will prioritize hotels that have clear, genuine, and SEO-optimized content. Your website must articulate your brand’s unique offerings and be regularly updated to stay relevant.
Imagine a digital world where the entire guest journey is guided by AI, conversational, curated, and lightning-fast. From inspiration to booking, smart tools are already transforming how travelers research, plan and book their perfect stay.
AI isn’t just a trend, it’s a fundamental shift in how guests discover, evaluate, and book their stays. Accommodation operators that want to stay competitive need to move beyond traditional marketing tactics and adopt an AI-driven approach to the guest journey.
Here’s where to focus your strategy:
AI is changing the rules, but it's also opening new doors. Operators that are willing to adapt will find smarter ways to connect with guests, drive direct bookings, and deliver experiences that truly stand out.
Your next guest may already be talking to ChatGPT. The question is...will it be recommending you?
Ash Puyol
Content and Communications Specialist
5 min read