ChatGPT referral traffic to airline websites reached 2.3pc in September 2025, up from 1.8pc in August, according to PROS analysis of the impact of artificial intelligence on travel bookings. Wednessday’s WTM London 2025 Technology Summit debated AI distribution challenges facing the travel industry.
Model Context Protocol servers now operate with Turkish Airlines, Kiwi and Sabre, enabling AI access to real-time fare data. Turkish Airlines reported €15m in MCP-driven bookings since July 2025.
Airlines face 74.6pc unlinked mention rate in ChatGPT flight queries, compared to 8.8pc for OTAs. Google plans paid ads within AI overviews to offset 20-30pc visibility drops for click-through sites. McKinsey reports 83pc of global travellers prioritise sustainable travel options in 2025 surveys. Anthropic released Model Context Protocol in April 2025 to standardise AI queries to travel suppliers.
PROS data shows ChatGPT accounts for 95pc of airline AI referral traffic as of October 2025. The European Commission proposed new passenger rights rules on which will likely impact OTA and airline AI strategies.
Expedia recently announced a €50m investment in AI chatbot upgrades. Kayak launched MCP-compatible API on 4 November 2025 to enhance ChatGPT integration.
