Expedia, Microsoft and travel experts on ChatGPT

In the two months since OpenAi launched ChatGPT, the platform has captured the attention – and imagination – of the travel industry.

A Google search of “ChatGPT for travel” brings 78 million results – including PhocusWire’s initial piece with input from industry leaders and an opinion piece from Lufthansa Innovation Hub demonstrating a travel inspiration tool it built using the ChatGPT API.

And new developments are rolling out quickly, such as Trip.com’s integration of ChatGPT into its app and a content optimization tool for tour operators from Magpie .

To provide a more in-depth discussion on how this technology may impact the travel industry, we hosted our first LinkedIn Audio event Thursday, “Let’s Hear It! How ChatGPT will transform the travel industry.”

Hundreds of people from around the world tuned in for the 40-minute discussion with Microsoft ’s global director of travel, transportation and hospitality, Shane O’Flaherty, Expedia Group ’s senior vice president and chief architect, Rajesh Naidu, and Kayak co-founder and serial entrepreneur partner, Paul English .

The conversation covered a wide range of topics related to ChatGPT, including examples of how it may be used by travel brands, privacy considerations and what it could mean for traditional Google-dominated online search.

“I’m confident it will change everything,” English says.

“The exciting part… is this in-journey orchestration,” O’Flaherty says. “Where the AI agents are… providing you micro-transactions of content to make your journey a better journey… It’s super exciting for the consumer around this concept of personalization.”

And says Naidu, “The democratization and disintermediation of search is probably going to be something we have to look at. At the end of the day it’s going to come back to how are you helping enhance or augment the experience... ”

Several listeners also participated by asking questions, including industry veteran and Travelocity founder Terry Jones, AWS head of worldwide business development for travel and hospitality Massimo Morin and Deloitte research manager for transportation, hospitality and services Maggie Rauch.

Listen to the entire episode of “Let’s Hear It” below.

01:30 – How big is this?
03:15 – Paul on the value of “thin layers” built on top
05:15 – Shane on use cases travel companies
08:40 – Rajesh on Expedia Group’s strategy
10:40 – personalization opportunities, in-journey orchestration
13:30 – brand voice
15:20 – What happens to search?
18:15 – question from Christian Watts, Magpie, on startup opportunities
20:00 – Shane on decentralized identity and generative AI
22:00 – question from Mohd Amer, Airbnb, on security/privacy issues
24:30 – question from Maggie Rauch, Deloitte, on trust
27:00 – question from Bhavani Aregala, Amadeus, on implications for travel agents
28:00 – question from Terry Jones, founder of Travelocity, on whether small companies can make a difference with this tech
29:20 – governance/policy issues
30:30 – question from Catherine Wambui, Travelport, on NDC
31:30 – question from Stuart Greif, Forbes Travel Guide, on how ChatGPT determines and returns results
34:00 – question from Massimo Morin, AWS, on impact on “look-to-book” timing
36:00 – closing thoughts