PRINCESS Cruises has become the first global cruise line to launch a native app in ChatGPT, creating a new channel for cruise discovery and trip planning within the AI platform while keeping users connected to the company’s booking ecosystem.
The launch reflects a broader shift in travel discovery, with generative AI increasingly being used not just to surface information but to compare options and help plan more complex itineraries.
“There is a broader shift in travel discovery as consumers increasingly use generative AI not simply to find information, but to help evaluate choices and plan increasingly complex trips,” said Neena Vicente, Vice President of Digital Commerce and Experience at Princess Cruises. “This launch places Princess at the forefront of agentic commerce in the cruising industry, creating a new entry point into cruise discovery that inspires guests to find the vacation that is right for them.”
Mobi chief executive officer Andrew Boch said the move positioned Princess early in a channel that is likely to become more significant for travel brands as large language model-based discovery evolves.
“Princess has been remarkably forward-thinking about how AI will reshape the way travelers discover and engage with brands,” said Mr Boch. “Being the first global cruise line to bring its experience directly into LLMs reflects that vision. We have enormous respect for the Princess team, and I believe the foundation they’re putting in place today will give them a real advantage as these new channels become an increasingly important part of travel.”
“We’re building ChatGPT to help people move from discovery to action. Princess Cruises’ app brings that experience into the cruise industry, showing how AI platforms and travel brands can work together to make planning more seamless, useful and conversational,” said Rosemary DeAragon, Head of Technology & Consumer Industries at OpenAI.
Through the Princess native LLM app, ChatGPT can now connect directly with trusted information and services within the Princess Cruises’ website. For guests, the experience is simple and seamless.
By tagging @princesscruises and installing the Princess app within ChatGPT, travellers can use everyday language to explore 330+ cruise destinations across 17 ships, check pricing and availability, and refine their plans within the same conversation — making cruise planning and booking simpler, faster and more intuitive.
Travelers can ask ChatGPT questions such as “@princesscruises Show me seven-night cruises that visit Santorini in August 2027” and “@princesscruises Help me plan a cruise to Alaska next summer.”
Within the same conversation, travellers can also:
The experience allows travellers to continue refining their plans naturally. A guest searching for an Alaska cruise, for example, could follow up by asking which options visit Glacier Bay National Park, which depart from Seattle, or how two itineraries differ — all within the same conversation.
Princess Cruises intends to expand to additional compatible AI platforms in the future, subject to platform availability and technical requirements.