Booking.com and OpenAI personalize travel at scale
“When ChatGPT launched in 2022, I got this tingle,” says Adrienne Enggist, Senior Director of Product Marketplace at Booking.com. “We started with OpenAI’s API, ran a hackathon, and within 10 weeks, we launched the AI Trip Planner. “When you look at Booking.com data about how people have booked travel over the last 20 years, the top 15 destinations in Europe are heavily over-touristed,” notes Enggist.
- Agent or tool
- ChatGPT
- Topic
- Customer Support
- Reported on
- Case study (OpenAI)
- Added
- 2026-11-11
Why it matters
Support is repetitive and time-sensitive. Agents can draft answers, look things up and handle simple requests, so people can focus on the tricky ones. It is one of 554 sightings filed under Customer Support on Agent Sightings (number 400 by interest), and one of 145 involving ChatGPT.
How you could try it
Here is a reusable prompt, written by us in our own words, that captures the task. Paste it into ChatGPT or any similar agent and adjust the details to your situation.
I want an agent to handle routine customer questions end to end, and pass anything unclear to a person. The tool in the source case was ChatGPT.
Tip: Start small: run it once on a low-stakes example, read what the agent did, and only then let it run on real work.
Source
Read the original first-hand account on Case study (OpenAI): https://openai.com/index/booking-com. Our summary is a paraphrase; details are in the source.
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