Expedia and Kayak have become the first travel agencies to partner with OpenAI, bringing ChatGPT’s chatbot function to their platforms to help travelers book trips. People are increasingly open to using AI to get recommendations and brands are using the technology to ease the booking process.

Through the use of AI, Les Vacances creates personalised travel itineraries. People increasingly want tailored products and services across sectors, but many are worried about data collection, creating a chance for brands to provide participatory and transparent data privacy options.