Speaking following the release of the company’s Q3 financial results covering the three months to June 2023, chief executive Sebastian Ebel said the new technology is "making things a lot easier" for customers searching for holidays.

"They can now put in exactly what they want – destination, duration, activities, price etc – and it will come back with comprehensive results almost instantly," he explained. 

"ChatGPT will have a significant impact on how we produce and sell package holidays to our customers. We can see applications of the software in the product, service and selling areas of the business." 

Tui will continue monitoring how the technology performs in the UK before rolling it out across Europe. "Is it something that will come tomorrow or in the next five years? We don’t know – but it will come quicker than we anticipate," Ebel said.

Technology is a key driver of business for Tui, with Ebel outlining the brand’s aim to grow its app bookings from 10% of its overall business to 50% – but not at the expense of its retail operation. 

"I’m a big fan of retail," he said, "as it helps our brand and the stores proactively sell high-margin products. The increase in app sales should come from the web as web traffic is expensive. I would even hope we can increase and improve further the relationship with retail."

It comes after Tui claimed the wildfires which scorched the Mediterranean in recent weeks cost the company an additional €25 million (£21.5 million).

Ebel believes the recent spike in temperatures across southern Europe will have a knock-on effect to future summer seasons. "[Peak season] will start later and finish earlier," he predicted.

"We see the autumn months are really strongly booked, so that season may become longer, with other destinations becoming a lot more popular."

Tui will focus on new destinations further north in Europe, such as the Nordic regions, but "not at the expense" of its Med destinations.