OpenAI has just launched its own browser, ChatGPT Atlas, a move that could completely reshape how travellers search, plan and book trips. But behind the innovation lie serious risks for the travel industry.
AI is transforming the travel world faster than we think. What seems like a convenient tool today could undermine the business models of thousands of companies tomorrow.
This new browser allows ChatGPT to fully operate your browser through so-called agents. In practice, this means the AI can book flights, hotels or even complete package holidays on your behalf – without you having to lift a finger.
For consumers, that sounds like pure efficiency: fast, smart and completely personalized. But for the travel industry, the risks are enormous.
The four major risks behind ChatGPT Atlas
1. Incorrect or misleading information
ChatGPT still makes plenty of mistakes. It often sends users to non-existent restaurants, closed roads, unsafe areas or even recommends the wrong flight – for example, a ticket to a city with the same name in Australia instead of Scotland. Social media is already full of these funny but costly blunders. Beyond the laughs, this damages not only travellers but also the credibility of reliable travel information online.
2. Direct competition for travel agencies
A chatbot capable of putting together full travel packages is direct competition for traditional travel agencies. Where personal service still makes the difference today, AI could soon replace much of that – at a fraction of the cost. If this trend continues, it may fundamentally reshape how people plan and book their trips.
3. Affiliate and commission risks
A major concern lies in the area of cookie dropping and lost affiliate commissions. If ChatGPT takes over your browser, it could in theory redirect or replace existing affiliate tracking, effectively claiming commissions that would otherwise go to content creators or publishers. This is not yet happening, but it could change overnight with a single update, posing a serious threat to bloggers, publishers and online entrepreneurs who depend on affiliate income.
4. Room for fraudulent players
Because ChatGPT is relatively easy to manipulate, malicious actors could find clever ways to exploit it. If the AI completes a purchase on your behalf from a fraudulent website – for instance, booking a trip with a fake travel company – your money may be gone before you even realize it.
A familiar pattern: Power and control
We’ve seen before how Google used its market dominance to reshape industries and push smaller businesses aside with a single algorithm change. It would be naïve to think OpenAI or ChatGPT will act differently. At some point, the company will need to make money – and that revenue has to come from somewhere.
A fundamental shift
We are witnessing the start of a fundamental shift in how people search, book and buy travel. AI-driven browsers like ChatGPT Atlas could make travel planning more seamless than ever, but they also risk centralizing control in the hands of one company, at the expense of transparency and diversity in the online travel space.
I’m genuinely curious to see where this is heading. One thing is certain: our industry can’t afford to ignore it.
