ChatGPT, an AI program belonging to the family of Generative AI, has gained popularity due to its ability to analyze large amounts of data and create new content such as text, images, music, and code. However, the algorithms generating recommendations are only as good as the data they are trained on, which may lead to biases in recommendations as certain budget-friendly options may be neglected. This could lead to flawed or silly recommendations that may damage the brand of the company. Therefore, companies with access to global traveler data will be more cautious in launching AI-based itinerary services. Initially, generative AI will assist travel workers to do their jobs better and faster in a supervised AI travel service scenario. ChatGPT can have multiple benefits for the travel industry as it can help travel content creators quickly and engagingly create better content, provide conversational customer service, and support multiple languages. However, human supervision is crucial in translation work. The travel industry is experiencing an exciting new era of democratized access to the power of AI, but caution should be exercised in taking the initial steps.