Princess Cruises has launched an app inside ChatGPT that lets travelers search sailings, compare itineraries and check pricing by typing questions in plain language.
The cruise line said it is the first global cruise line to offer a native app in ChatGPT. The app went live September 28 and covers more than 330 destinations across Princess’ 17 ships, according to the company.
How to add the Princess app in ChatGPT
Users install the Princess app in ChatGPT, then tag @princesscruises in a chat. From there, they can ask for things like seven-night cruises that visit Santorini in August 2027 or help planning an Alaska cruise next summer.
Princess said the app can search by destination, date and length, compare ships and itineraries, and pull up ports, shore excursions, cruisetours and packages.
Travelers can keep narrowing results in the same conversation, such as asking which Alaska sailings visit Glacier Bay National Park or depart from Seattle.
Plenty of cruisers already ask ChatGPT to help them pick a sailing. The problem is that a general AI answer can pull from old blog posts, expired fares or itineraries that have since changed.
Princess said its app connects ChatGPT directly to information on the Princess website. That should mean answers based on current sailings and prices rather than whatever the chatbot happens to find online.
It also puts Princess in front of shoppers at the research stage, inside a tool many of them already use.
What it could mean for travel agents
Princess’ announcement does not mention travel advisors. Cruise Radio asked Princess whether the app is designed to increase direct bookings, whether a similar tool is planned for travel advisors, and whether fares shown in ChatGPT will always match the fares agents can book.
The cruise line did not respond by publication time.
The release says the app keeps travelers connected to Princess’ booking ecosystem, which steers shoppers toward booking directly with the cruise line.
Direct bookings matter to cruise lines because they don’t carry a travel agent commission. It’s too early to tell whether the app will move a meaningful number of bookings away from agents.
Based on Princess’ description, the app answers questions that have defined answers on its website: sailing dates, prices, ports, shore excursions, cruisetours and packages.
Princess has not described it as a tool for advice, such as which cabin locations tend to be quieter, which ship suits a particular family, or how promotions combine with specific fares.
Travel agents typically handle those questions. They also help clients rebook when travel plans fall apart before embarkation.
The app is also limited to Princess.
Someone comparing Princess with Holland America Line, Celebrity Cruises or Viking for the same Alaska week would need to do that comparison elsewhere, either on their own or through an agent.
How does this work?
According to Princess:
- Log in to ChatGPT or create a free account.
- On desktop, select Plugins from the left sidebar. On mobile, tap the menu icon, then the settings gear at the bottom of the sidebar, then Browse Plugins.
- Search for Princess Cruises and click the + to add and connect it.
- Open a new chat and type a request starting with @princesscruises.
Know before you book
The app hands travelers off to Princess to complete a booking. Before paying a deposit, confirm the fare, cabin category, and taxes and fees directly with Princess or your travel agent. If you use an agent, ask them to compare the fare you see in ChatGPT.
You’ll also need a ChatGPT account, and the app only works in ChatGPT for now. Princess said it plans to expand to other AI platforms later, subject to availability and technical requirements.
The takeaway
The launch builds on Princess’ existing guest technology, including the OceanMedallion wearable and the Princess Cruises app used on its ships.
For now, treat the ChatGPT app as a research shortcut and confirm the details with Princess before you book.
