A concrete example of this collaboration and integration strategy is the joint work with Booking.com, one of the leading platforms for booking accommodation and tourism services. In recent months, OpenAI has contributed to the development of new tools within the Booking.com ecosystem, such as an artificial intelligence-assisted trip planner, improved search filters that respond to more human and complex requests, and the automatic creation of review summaries that allow the user to quickly understand the key points of each experience without having to read hundreds of reviews.
These features not only represent a technological improvement, but aim to redefine the user experience, making travel planning less overwhelming and more personalised. Jarvis stresses that the goal is not to replace or compete with existing travel platforms, but to drive their digital transformation to serve travellers. This synergy between AI developers and travel companies allows for progress towards a more natural interaction model, where technology acts as a true travel assistant capable of adapting to the language, preferences and context of the user.
Despite these advances, Jarvis acknowledges that there is still some way to go before travellers fully rely on artificial intelligence to manage every aspect of a trip from start to finish. While more and more people are using ChatGPT and similar tools for inspiration or to resolve specific queries, the transition to full delegation of decisions - such as booking flights, hotels or designing an entire itinerary - requires time, testing, trust and deeper integration with each service provider's systems.
OpenAI's interest in the travel industry reflects a broader vision for the future of artificial intelligence in everyday life. Travel is, by nature, a complex and emotional human activity, where technology must demonstrate not only efficiency, but also empathy and contextual understanding.
This makes it a living laboratory for training AI models in situations that demand more than just correct answers: they require intuition, adaptability and synthesis skills.
Ultimately, OpenAI sees tourism as an opportunity to accelerate the learning of its models in rich and variable environments, while collaborating with industry players to build concrete and useful solutions.
The partnership with Booking.com is just one example of the potential that can emerge when technology is put at the service of meaningful human experiences. If artificial intelligence wants to be part of the future of travel, it will have to do so not from competition, but from collaboration, with the traveller always at the centre of the experience.
