By revolutionizing internet search, tools like ChatGPT, Perplexity, and Mistral threaten the economic models of major tourism players and weaken smaller ones. Artificial intelligence now acts as a virtual travel agent, providing personalized and quick responses to internet users. This shift alters search and purchase habits, heralding a big bang for the industry.
Artificial intelligence is emerging as an indispensable companion for online travelers. Imagine asking a dematerialized travel agent: « You want to go to Venice? Excellent idea: here's a balanced and inspiring program to make the most of the Serenissima. » With one click, ChatGPT suggests visits, restaurants, and hotels, personalizing the experience based on the user's preferences.
For years, online travel agencies (OTAs) like Booking and Expedia have eroded the market share of tour operators and traditional physical agencies. But AI goes further by radically transforming search and purchase habits on the internet. This disrupts certainties about the future of the tourism sector.
« We must expect a big bang », the article warns, noting that this revolution only partially measures its upcoming effects. There will be winners and losers, especially among smaller structures at risk of weakening. Major players see their economic models threatened by these innovative tools like Perplexity and Mistral, which make searches more intuitive and direct.