Hoseasons owner denies £45m AI and tech investment threatens trade distribution

The owner of Hoseasons and James Villa Holidays has denied that trade distribution is under threat despite a £45 million annual investment in AI and technology.

 

Awaze, which describes itself as Europe’s largest provider of holiday rentals, has developed a new app in OpenAI’s ChatGPT designed to simplify how travellers discover and book cottages in the UK.

 

The move comes as consumer demand for AI-powered holiday planning accelerates, according to the company.

 

The app, being introduced to core UK direct-sell brand Cottages.com, allows travellers to describe their ideal break in “conversational language“ and receive tailored results showing live availability and pricing.

 

Once customers have shortlisted properties, they can review full details and complete their booking through Cottages.com.

 

”The programme leverages Awaze’s existing data and machine learning capabilities, and draws on OpenAI’s ChatGPT, a tool that uses large language model (LLM) technology to generate natural conversations,” the company said.

 

“Unlike static AI trip suggestions, the app connects directly to Awaze’s live inventory of self-catered homes, enabling consumers to move from inspiration to actionable booking options in real time.”

 

The experience “is designed to complement, rather than replace” human expertise, with Awaze’s customer support team and management services remaining a “key part of the planning process” for customers.

 

“The launch forms part of Awaze’s £45 million annual investment in technology and AI, focused on modernising front-end systems, strengthening core services and integrating data and machine learning models across its brands,” the firm added.

 

When questioned about the impact dealings with the trade, an Awaze spokesperson said: "The launch of our ChatGPT app does not change our distribution strategy or our commitment to working with travel agents across brands including Hoseasons and James Villas.

 

“Agents remain a valued partner.The app is designed to support customers who already start their holiday search using AI tools, while bookings to the trade must continue to be made through our existing agent channels to ensure correct attribution and commission.

 

“This initiative enhances discovery for customers, while maintaining our strong and established agent relationships."

 

The spokesperson’s comments came even though Awaze described AI platforms as increasingly becoming “a new front door for travel discovery and booking”.

 

Chief executive Matthew Price said: “AI is changing how customers discover and book holidays, and demand for AI-powered planning tools is growing rapidly.

 

“Our annual investment in technology and AI learning tools gives us the foundations to enhance the search and booking experience for guests, while strengthening the tools and pricing capabilities that support our property owners. 

 

“We’re a holiday company first and foremost and will always have a person at the end of the phone to answer our customers’ questions and help owners manage their homes. 

 

“However, leveraging technology to make the booking journey even easier has always been a priority.

 

“Launching inside ChatGPT means we can now do this for customers with an easy to use and conversational tool that feels a lot like talking about your next stay with a friend or relative.”