Many travel technology experts believe that 2023 will be remembered as the year of ChatGPT, an AI-powered natural language processing tool that could have far-reaching implications for the travel industry. ChatGPT could lead to a more convenient and integrated multi-modal approach to travel planning, as well as offering personalized travel recommendations based on the traveler profile, history and preferences. While access to data is the biggest challenge for ChatGPT to become impactful in travel, investors are already showing interest in ChatGPT-powered solutions, giving businesses the first-mover advantage. The use of AI tools like ChatGPT could also benefit the travel industry in unique ways, such as producing high-quality images for marketing campaigns and taking over aspects of customer support. However, limitations include the lack of accuracy in travel recommendations due to rapidly changing travel conditions. ChatGPT may also open the doors to new industries such as ChatGPT optimization for brand promotion. Despite the potential challenges, the introduction of ChatGPT could provide a significant shakeup for the travel industry, leaving those who ignore the technology behind.