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- Generative AI, like ChatGPT, can change how we plan our holidays as it confidently generates travel itineraries in seconds and at no cost.
- But it's not without shortfalls - some of them fatal to a happy trip.
- We compared a ChatGPT holiday to recommendations from an expert.
- For more stories, visit the Tech and Trends homepage.
Generative artificial intelligence (AI), led by ChatGPT, has changed how we can search for information - and its potential as a trip planner is huge. It's free, instant, and infinitely revisable.
But, as many travel companies have pointed out in a slew of reactive press releases, AI isn't infallible - especially when it comes to something as fluid, treasured, and personal as holiday plans.
So when something as rare as annual leave, which is as guarded as your cash, is on the line, how good is the robot at planning your next escape? At times, and with some massaging, it turned out, it could be excellent. But, if you're not careful, you could find yourself standing before padlocked doors, zigzagging across town, or in an abandoned farmers' market.
Bots vs Agents
As a pre-emptive shot, many travel companies have spent the last few months pontificating about the impact AI will have on their industry.
Some, like Jose Soares, director of IT at The Capital Hotels, have put an optimistic spin on AI's role. Soares says the group plans to harness artificial intelligence to streamline operations, personalise the guest experience, and upskill their workforce.
And Gus Pina, director of SITA Lab, says generative AI is already optimising aeroplanes' fuel and flight paths and helping airlines find lost luggage.
"We see great potential for generative AI across the entire travel and transport industry, and we will leverage more of it to improve the effectiveness of our solutions and services to support the industry," Pina said.
When it comes to practical implementation for travellers, though, the jury's still very much out.
Flight Centre South Africa general manager Euan McNeil believes AI has some use in travel planning but is far from sounding the death knell for the travel-planning industry.
He said:
With the agents and the bots equally confident of their relevance and longevity, it's hard to know who to believe. So, we asked each to finetune a December holiday to Cape Town.
Asking ChatGPT to plan a trip to Cape Town
To test ChatGPT's travelling planning abilities, we asked it to arrange a 72-hour trip to Cape Town for a first-time visitor from Johannesburg in December.
The very first output we received was a laughable outline that ChatGPT called "a detailed itinerary to make the most of your time in this beautiful city".
Instead of information on flights, hotels, restaurants and attractions, it offered suggestions like:
- Take a taxi or airport shuttle to your accommodation
- Have a traditional South African lunch at a local restaurant
- Have a leisurely breakfast at a local café
We cut it some slack and revised our request for a 72-hour itinerary, and we received better intel - likely lightly plagiarised from the myriad online articles already offering similar information.
ChatGPT's proposed 72 hours in Cape Town
For the first 24 hours, our AI travel agent suggested we start the day at a popular bakery in Green Point and then visit Bo-Kaap, the District Six Museum, V&A Waterfront, and Robben Island. All are within relatively easy reach and play off each other nicely. Though a bit of forewarning about booking a Robben Island ferry, particularly in December, would've been nice.
ChatGPT also proposed a fun night out in Long Street, but without volunteering any further details, it was a pretty hollow suggestion.
For the remainder of the days, it suggested standard fare for a first-time visit - a comprehensive peninsula tour to Cape Point and a day in the winelands.
But scattered among the suggestions were some basic errors that would be fairly devastating to the trip if followed mindlessly.
The peninsula tour's routing was illogical and would have visitors retracing many of their steps throughout the day. We rectified this by pointing out ChatGPT's error - but this isn't something a first-time visitor would know.
The itinerary also included a morning breakfast at the Old Biscuit Mill market - but as any Capetonian worthy of a brunch recommendation will tell you, the market's only open on Saturdays.
ChatGPT's final day in Cape Town was also a jumbled, rushed mess. It recommended returning to the Old Biscuit Mill for dinner at a restaurant that closed in 2021.
In between, you'd have to drive to Stellenbosch for an unspecified wine tour, then head to Franschhoek for its popular Wine Tram - a great suggestion, but not a quick afternoon activity.
Let down by the bots, we asked agents to put their money where their mouths are, several of which declined the opportunity.
Flight Centre came to the party, and although they typically deal with flight, tour, and holiday bookings, they have specialist advisors to assist with all travel queries, one of whom agreed to go head to head with the bots on some individual recommendations.
ChatGPT versus a travel expert for a trip to the Mother City
Flights
ChatGPT refused to give flight recommendations and instead said we should use "a flight booking website or app". When pushed, it recommended five domestic airlines, three of which are defunct.
Flight Centre offered far more practical information, suggesting a specific return flight that was competitively priced, departed in the early evening, and highlighted that the fare was with hand luggage only.
Accommodation
We asked for a hotel that is central, classy, convenient, and not too expensive, preferably with a view.
ChatGPT suggested six hotels, including a three-star hotel in Sea Point and an ultra-luxurious five-star hotel in the CBD. Neither of these came close to fitting the request. When pushed, the bot chose a building of serviced apartments - which isn't currently taking bookings and last updated its social media accounts one year ago.
Flight Centre softened a hard recommendation of a single hotel, saying: "It really depends on the individual". To be fair, they knew nothing about us and our accommodation preferences other than the one-liner above.
Still, they recommended the President Hotel as a reliable four-star option, saying it's well priced, perfectly located, and had availability over December.
Eating out
We requested a restaurant recommendation for one special dinner that defines Cape Town's culinary scene.
ChatGPT would've won this round, if it was still in the 2010s - because it recommended the city's long-time celebrated The Test Kitchen, which closed its Cape Town branch more than two years ago.
Flight Centre suggested Utopia as a rooftop restaurant "with unspoilt views of the Cape Town harbour, Bo-Kaap, city, Table Mountain and even the harbour. They do a very well-priced fine dining five-course tasting menu for only R 345 per person."
Two wine estates
ChatGPT recommended the traditional go-to of Groot Constantia combined with Klein Constantia. It offered accurate, granular details about both estates, including what to expect from the architecture and each estate's most famous wines.
Flight Centre suggested a more unique combination: morning tea or a tasting menu at Le Lude Cap Classique followed by lunch at Grand Provence Heritage Wine Estate.
A hike with views for the moderately fit
ChatGPT suggested Lion's Head and listed several reasons for its choice, including information on difficulty, views, safety tips, and the best times to go (sunset or sunrise). In terms of moderate fitness, this might be pushing the limit - and it neglected to mention the mountainside traffic jams during December.
Flight Centre played it safe on the fitness and congestion side, suggesting Panorama Loop in Silvermine or the Pipe Track above Camps Bay, adding "both are moderate hikes", but pointed out that each "can become quite busy, especially over weekends."
Getting cultured
When it comes to Cape Town museums, the Zeitz Museum of Contemporary Art Africa (MOCAA) is the easiest to recommend - but what if visitors are looking for an alternative?
ChatGPT says it's one of the oldest in South Africa that "offers a diverse range of exhibits showcasing the natural and cultural history of the country", and Flight Centre mirrored this, saying, "It's a great option for the entire family".
Picking a winner
Undoubtedly, the safest and most accurate travel planning still requires humans - in the form of an agent or your own careful fact-checking of any recommendations (bot or not) you receive.
Although ChatGPT wins for availability, speed, and efficiency, until it offers accurate details and real-time access to the internet (currently only available to paying members), it's a good starting point at best.
Refining an AI-generated itinerary takes time and wider reading - which, for some people, is part of the fun. And although most agents don't charge booking fees, some might try and sway you towards airlines, properties, or tours that pay higher commissions.
But for those who want peace of mind and vetted expert assistance - especially for more complex trips requiring visas, tours, and connecting flights - the agents win this round.
