Small travel companies, such as Sailsquare and Hospitable, are turning to OpenAI’s ChatGPT chatbot tool to handle communication tasks and generate responses. While big companies like Expedia and TripAdvisor have access to larger data sets that allow them to better use ChatGPT’s abilities, smaller companies see it as an equalising force that allows them to compete despite their size. The firms say it only took a day to integrate the tool, and though it is not always completely accurate, ChatGPT has given them the same quality of service with an advantage over human communication: its accessibility.