London-listed German travel company TUI AG (LSE:TUI) has begun piloting ChatGPT features in its mobile application for UK users.
Currently the world’s largest tour operator, TUI now uses generative AI to provide customers with detailed information on holiday destinations, along with personalised recommendations for excursions, activities, and attraction tickets.
In a press release published on Thursday, TUI stated: “Depending on the level of detail the customer provides about the type of experience they want, such as culinary activities, adventure excursions, or museum visits, the app will provide a more refined and relevant shortlist of descriptions, images and links for suggested experiences.”
“ChatGPT technology can help to simplify processes and services for customers or make information more easily available, explained TUI chief executive Sebastian Ebel. “Our goal is to be a leader in the use of new technologies and to actively shape the future of tourism.”
Chief information officer Pieter Jordaan stated that generative AI is starting to change the way customers are searching and interacting with TUI.
“This pilot will give us important insights to further develop the feature,” he said.
Other ongoing experiments include post-vacation customer interactions, automated knowledge base analysis to aid contact centre staff, content language conversion, and additional applications that assist TUI tech teams in code development and evaluation.
Proactive trialled the feature with the following prompt: Take me somewhere warm, mid budget in Southern Europe to see beaches and bars.
TUI via ChatGPT recommended the “beautiful” Mediterranean coast of Turkey. Specifically, Belek, which offers “stunning beaches and a vibrant nightlife with plenty of bars to enjoy.”
TUI then suggested booking a coastal boat cruise and a visit to the Deluxe Turkish Bath Belek.
Some might say Belek is on the Asian continent, though TUI’s ChatGPT feature appears sold on the Antalya resort town, given it made the same recommendation on the second prompt.