Booking.com’s Chief Technology Officer, Rob Francis, has said that large language models such as ChatGPT could replace the conventional hotel search results page through adaptive content rendering. The resulting pages would be uniquely designed in order to meet the specific intent of the search query typed in, meaning that the typical page could “go away” as technology adapts to suit the result required. Francis cites the example of customers searching for a “cheesy” property, for which there wouldn’t be a filter available, but machine learning APIs would be able to accurately identify the type of holiday location a user wants. The layout and features of the page could differ according to the type of traveller, context or even the style preferences of a property’s owner. Mr Francis did note that Booking.com already uses predictive models, machine learning and AI algorithms in order to provide greater accuracy, but still sees much more development over the next few years.