The new tool, called MAIA, which stands for My AI Assistant, has been integrated directly into the Thomas Cook app and aims to simplify the holiday booking process by allowing users to search using natural language rather than traditional filters.
Customers can make detailed requests such as asking for a family friendly all inclusive resort in Greece with specific dining options and a set budget, or broader searches including destinations with warm weather under a certain price point.
According to the company, MAIA returns tailored holiday results in an average of less than four seconds.
The AI assistant is connected to Thomas Cook’s live holiday inventory and can analyse thousands of flight and hotel combinations in real time to build package holidays based on individual preferences.
Each recommendation includes imagery, live pricing and customer review scores, while users can continue refining searches by adjusting budgets, travel dates, hotel features or destinations without needing to restart the process.
As well as helping travellers choose holidays, MAIA can also answer post booking questions, including queries about changing passenger names, altering travel dates and refund policies.
Nicholas Smith 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."
The launch marks the latest stage of Thomas Cook’s wider digital transformation under parent company eSky Group.
The company has increasingly expanded its use of artificial intelligence across the booking journey and recently became one of the first online travel agencies in the UK to integrate with OpenAI through its presence in ChatGPT.
MAIA was initially introduced through eSky’s mobile app earlier this year, where thousands of customers have already used the feature.
Customers booking through Thomas Cook can choose from more than 20,000 hotels across 72 destinations in Europe, Asia, Africa and the Americas, with holidays protected through ATOL and ABTA.
