Thomas Cook’s new AI travel assistant ‘can help plan and book holidays’

An AI-powered Thomas Cook travel assistant called MAIA - My AI Assistant – has gone live.

Integrated into the OTA’s app, MAIA allows customers to search, plan and book holidays via a “natural, conversational experience”, returning results in an average of less than four seconds, according to the company.

It guides customers from the initial travel idea through to personalised recommendations and bookable holiday options. 

Each recommendation is supported with imagery, live pricing and review scores. 

The AI assistant can also help with post-booking queries - from changing travel dates and passenger names to answering questions about bookings and refund policies.

Powered by advanced AI and connected to Thomas Cook’s live holiday inventory, MAIA can analyse tens of thousands of combinations to build complete package holidays, including flights and hotels, in real time.

Users can refine their results, adjusting dates, budgets, destinations or hotel features without needing to start their search again. 

Nicholas Smith, dynamic packaging director at Thomas Cook owner eSky Group, said: “Artificial intelligence is fundamentally transforming travel, which is why we’re incredibly excited about what MAIA brings to our customers.

“Planning a holiday should feel as enjoyable as the trip itself, but some can find it time-consuming and overwhelming. 

“MAIA changes that by allowing customers to simply describe what they’re looking for and, in seconds, receive tailored holiday options they can refine and book with ease. It’s about combining the reassurance of Thomas Cook’s expertise with the speed and intelligence of AI.”

MAIA was first introduced via eSky’s mobile app earlier this year, where customers have already interacted with the new tool.

The launch marks the latest step in Thomas Cook’s digital transformation under eSky Group, as the business continues to invest in smarter, more intuitive and innovative ways for customers to discover and book their holidays.

The company recently expanded its use of AI across the booking journey, becoming one of the first OTAs in the UK to integrate with OpenAI through its presence in ChatGPT.