Alaska Airlines is testing a new trip itinerary search tool powered by AI that aims to revolutionize the way people search for travel plans. By leveraging generative AI technology from OpenAI, the tool allows users to search for flights based on general desires for a trip, such as experiencing a culinary journey, finding a nice hike, seeking a spa retreat, or planning a hiking trip. The tool combines AI technology with Alaska’s e-commerce engine and provides short blurbs for each result to explain why a particular itinerary was chosen. It can understand requests in more than 70 languages and aims to provide a fun user experience while also driving revenue by reducing the time spent searching for flights.
The AI tool recommends destinations based on specific criteria, such as a weekend trip to a sunny destination with golf courses for under $500. It can also provide fare information based on the number of mileage plan miles needed, helping users discover new travel possibilities using their existing miles. The tool is currently available to a subset of users who visit Alaska’s homepage, but it is not without its flaws. Users may experience varying results for the same query, occasional error messages, and the need to enable location settings. Despite these issues, the tool is grounded in Alaska’s own data and strives to provide accurate information to users.
Alaska Airlines is among the first airlines to introduce AI-enhanced trip planning tools, joining a growing number of startups and aggregators in utilizing AI to improve the travel booking experience. The airline is also working on a more sophisticated AI search tool in partnership with Google, incorporating mapping technology and other data to enhance the user experience. While AI has the potential to streamline the initial steps of trip planning, there are questions about its ability to handle the entire booking process, including purchasing airline tickets and hotel rooms. Bowman, a veteran of Alaska Airlines who previously worked at Microsoft, envisions a future where AI could make ticket booking a seamless and easy process.
As AI continues to evolve, the travel industry could see significant changes in how people search for and book trips. Google and e-commerce companies like Amazon are already using AI to generate search results and assist users in finding relevant information. With tools like the one being tested by Alaska Airlines, travelers have access to personalized recommendations based on their preferences and desires for a trip. As AI technology improves and new tools are developed, the future of travel booking may become increasingly automated and efficient, offering travelers a seamless experience from start to finish. Ultimately, the potential for AI to transform the travel industry is vast, and its impact will continue to be felt as technology advances and companies explore new ways to enhance the customer experience.
