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. 

The pre-guest journey is changing

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. 

How will this impact accommodation operators around the world? 

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. 

Plug-ins available on ChatGPT 

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. 

Direct guest support through AI chat 

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. 

What ChatGPT is testing now 

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. 

What makes a hotel ‘AI-Ready’ in the eyes of a guest? 

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. 

• SEO: Make sure your website is optimized with guest-friendly keywords and phrases. Think descriptive, specific, and relevant content. 
• Validation and Presence: AI pulls data from reviews, OTAs, Google, and more. Make sure your online presence reflects your brand identity. 
• Brand: Clearly outline your property type, amenities, and local attractions on your website. Strong branding will help you stand out in AI-driven searches. 
• Booking Engine: Your PMS and booking engine should facilitate easy, clear bookings. Integrating with AI-ready solutions ensures your property appears in direct booking results. 

The guest journey reimagined with AI

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.

What does this mean for you? 

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: 

• Content is currency: Make your website and listings rich with accurate, up-to-date, and descriptive content. Think like a guest: what would you search for? 

• Be findable: Optimise for AI search with strong SEO, clear brand messaging, and consistent online validation. 

• Stay informed: Invest time in understanding how generative AI is evolving. The more you know, the better equipped you’ll be to pivot and innovate. 

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