Start-up Go There Travel is looking for 50 agents to test its Ask Astra AI Travel Assistant – for free – for four to six weeks. Founder Ian Champness claims the "search widget" is a first for the agency sector.

Consumers use Ask Astra to suggest cities, resorts or touring itineraries and receive suggestions before being connected to an agent. The widget will pre-qualify enquiries by preferred dates, the number of people travelling and their budget.

“My aim is to transform the holiday search,” Champness told TTG. “No-one has done this. I want to match what the OTAs are doing because few, if any, websites allow the question, ‘what would I like to do on holiday?’ – they all push product at you.”

Champness, a IT and travel veteran and former partner in FSS Systems, describes the widget as “when holiday inspiration meets travel agent expertise”. “We are not trying to fulfil, that’s for the agent," he insists.

He reveals Ask Astra will later gain video functionality. “We would encourage clients to post their own videos, a bit like Instagram or TikTok, so we become an authority," Champness continues. "The conversion rate [with video] is so much better; 50% is not unusual – telephone is probably one in four or five.”

Champness adds the invention was particularly suited to homeworkers who do not have a website as the widget works with Facebook Reels.

Once fully developed, Champness envisages fees to agents of “probably no more than £20 a month”, stressing the tool’s cost efficiencies. “New leads can cost a third of agents’ commission,” he claims.

Consortia typically charge similar fees, he contents, adding: “No consortia is driving leads for you; you have to get them – this is a lead generating platform.”

Champness is also seeking trade investors, with around £250,000 needed for the initial launch.

The venture has the backing of Chris North, former managing director of Vertical Systems, who has joined as a non-executive director.