OpenAI has launched ChatGPT Atlas, a browser that experts say could reshape how travellers book trips, with its built-in ‘Agent Mode’, which, it says will allow users to complete complex travel arrangements with AI assistance.
ChatGPT Atlas, introduced in October, is available on macOS and will be rolled out for Windows, iOS, and Android soon.
While some predict that Atlas will lead to a shift in how people book travel, others are less convinced.
Brennen Bliss, CEO of Propellic, a marketing agency for travel, transport and tourism brands, said: “I expect it to light a fire under Google Chrome, to accelerate its integration of AI features for the organisation and planning of trips. The browsing experience in Atlas is interesting and different, but not earth shattering enough to drive widespread adoption unless OpenAI solidifies default browser deals with hardware manufacturers.”
AI vs agents
While AI continues to advance and challenge traditional booking models, many have argued that travel planning still requires the experience of travel agents.
“At this point, most travellers who want to book direct are booking direct and the remaining are working with a travel agent for a specific reason – whether that be relationships, ease, or expertise.” Instead, he believes AI tools are likely to help travellers capture and share preferences with their agents, rather than replace them.
Opportunities and challenges
“The biggest risk travel agencies face is losing relevance by being last movers. Widely adopted marketing strategies – everything from networking to SEOs – will continue to deliver returns, but users will continue to shift behaviour to AI agent use. Travel agencies who rely on traditional strategies and don't test and iterate to get in front of consumers, risk the future of their customer acquisition capabilities, ultimately putting those organisations at risk of decline,” said Bliss.
Despite the disruption AI might bring, Bliss said it also presented new avenues for growth for travel agents. “The biggest opportunity created by large language models and browsers like ChatGPT Atlas is to understand and optimise them in order to be recommended before others do. There will be a first mover advantage here.”
