Tui on Thursday (17 August) said the chatbot would provide customers information about destinations as well as personalised recommendations for excursions and activities based on their preferences. 

“ChatGPT technology can help simplify processes and services for customers or make information more easily available,” said chief executive Sebastian Ebel. “Our goal is to be a leader in the use of new technologies and to actively shape the future of tourism.”

The integration of ChatGPT is part of Tui’s ambition to implement AI “across all areas of the business”.

As part of the plan, Tui has established a lab and launched ChatGPT training sessions to help employees grasp the technology and its potential for the travel industry.

“Generative AI is starting to change the way customers are searching and interacting with Tui,” added Tui chief information officer Pieter Jordaan. “We continue to test new technologies that bring benefits to our customers and employees.”

Further AI trials include post-holiday customer communication, content language translation and further support for contact centres.