ChatGPT Advanced Voice: The future of travel booking or the end of OTAs?

What happens to OTAs when LLMs like ChatGPT connect to GDSs for global hotel inventory or automatically fill forms to book long-tail accommodations?

"Find me a 4-5 star resort in Puglia with a kids club, near an airport served by United, and Hertz EV rentals available. What Marriott options can I use points on?" Within seconds, ChatGPT delivered customized results that would take much longer to manually gather on Booking or Expedia.

Key takeaways

• It's easy to imagine OpenAI connecting backend systems for real-time inventory, pricing, and payments, and even handling direct interactions with hotels or cruise lines for detailed inquiries;
• By tapping into GDSs, OpenAI could gain access to 40-50% of the world's hotel inventory - covering the bulk of demand. While this excludes long-tail and alternative accommodations, these could also be addressed;
• LLMs can now navigate hotel booking sites and fill out forms, potentially unlocking non-GDS inventory. For more complex bookings, voice agents could even call the hotel and secure reservations over the phone.

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