Shift Take

ChatGPT is now a better place to start making travel plans, but completing those plans has to happen the traditional way.

Justin Dawes

OpenAI has become perhaps the biggest update still at ChatGPT on Thursday.

Users can now ask ChatGPT to search the web, combining real-time results with AI-generated content. This has obvious implications for travelers and addresses early criticism of ChatGPT – that it was able to answer general questions about a destination but not share real-time information such as upcoming events.

OpenAI say plans to continue to strengthen its search engine, with a particular focus on travel.

This new version of ChatGPT is most similar to AI search engine on Bingwhich Microsoft released in early 2023. Like Bing, OpenAI’s new search engine is more useful in some ways because it cites links. Like Bing, search results on the new ChatGPT search engine may be inaccurate.

Skift tested how the new web search function works on ChatGPT for flights, hotels, activities and attractions, and restaurants.

Flights

urge: “Find me a direct flight from NYC to London for this Thursday for one person.”

The answer:

• ChatGPT shared options from Virgin Atlantic, British Airways and American Airlines. They came with links to the Virgin Atlantic, Kayak and Skyscanner websites respectively.
• After clicking each of the links, the user is prompted to start a new search on the respective sites.
• The prices AI listed were way off. ChatGPT said the Virgin Atlantic flight, for example, would cost $460 for a round trip. It was actually $757 one way.

Hotels

urge: “What are some options for a hotel under $200/night in a trendy London neighborhood for next weekend? The room should have a king size bed and the hotel should have access to the roof.”

The answer:

• “Finding a hotel in London with a king-size bed, rooftop access and a rate under $200 a night can be a challenge, especially in trendy neighbourhoods. However, here are some options that closely match your criteria.”
• There were two hotel options and links, along with pointers placed on an interactive map with a user experience similar to Google Maps or Tripadvisor.
• Each link brings the user to the respective hotel website and prompts the user to start a new search there. One hotel was priced well over $200 and the other hotel was sold out for the requested weekend.
• A quick casual search on Kayak turns up dozens of options that fit the bill.

Activities and attractions

urge: “What are some artsy events or places to visit off the beaten track for next weekend in London?”

The answer:

• ChatGPT included two lists of options, allowing the user to choose their preferred response. Each suggestion included a reference link and a photo.
• The lists included only non-mainstream options that align with demand.
• Most of the event suggestions were correct for the relevant weekend, drawn from recent articles in publications including Time Out. A previous similar test for Bing showed that many suggestions were outdated because the AI ​​cited old articles.
• One suggestion was for an art exhibit that no longer exists, taken from an article written in 2016.
• Overall, it was a useful way to find non-mainstream venues and events.

restaurants

urge: “Find some trendy fusion restaurants in London with good reviews and include a map.”

The answer:

• ChatGPT provided three restaurants with links to their websites, along with pointers placed on an interactive map with a user experience similar to Google Maps or Tripadvisor.
• The suggestions also included opening hours, price ranges, review ratings and short restaurant descriptions. The prices and reviews don’t match Google and it’s not clear where they’re coming from. Opening hours are not always accurate.
• There is also a link to Google Maps for directions and Google Voice to make a phone call.

Conclusion

This update was a big step forward for ChatGPT, combining generative AI technology with real-time insights.

The dream is for all these travel suggestions to be accurate, of course, and bookable through the same ChatGPT platform. And the bigger dream would be for every part of the trip to be connected with data, allowing travelers to seamlessly manage their trips through the same platform, as well as use them during and after the trip.

That dream is still far away. In addition to the limitations with AI, this is also due to the fact that the travel industry is far behind the important step of standardization and data sharing.

ChatGPT is now a better place to start making travel plans, but completing those plans has to happen the traditional way.