The big news from the tech world may have massive implications for travel. ChatGPT is adopting Google Search’s approach to ads. Instead of pay-per-view, it’s pay-per-click. Meaning - vitally - travel operators can now compare like-for-like data when assessing performance of ads. And, most importantly, where to invest next.

Early data on hotel ads shows OTAs like Booking.com taking half of all ad appearances with Airbnb and Expedia well behind, and hotel chains barely registering. The big aggregators will doubtless be racing to treat ChatGPT as a potential new performance channel. The key question is whether a click from a ChatGPT conversation carries the same commercial intent as a Google search click, or if it leads to softer sales.

It may be the perfect time for Booking.com to pivot marketing efforts, as a lawsuit in Italy claims the OTA is rewarding high-spenders through elevated search listings.

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