Generative artificial intelligence (AI) is set to transform the travel industry with its ability to analyze vast databases and add new levels of value and support for travelers. ChatGPT, Microsoft-funded OpenAI’s latest iteration of generative AI, is already being integrated into the travel sector, allowing for more personalized interactions with search engines to offer tailored recommendations. The primary consideration for the industry is not to replace human interaction, but to use AI to remove friction, predict potential problems, and intercede with real-time solutions. AI is set to play a major role in transforming operations and optimizing surface decision-making behind the scenes, and may soon act as a virtual travel assistant for passengers, providing an itinerary analyzer which acts as a personalized travel advisor. Travel industry insiders predict the biggest winners of generative AI will be online travel agency platforms, with experts recommending they use AI as a planning tool and to enable itinerary building capabilities.