Princess Cruises has become the first global cruise line to launch a native app in ChatGPT, letting travellers research and plan cruises through conversation with the AI platform.
Users add the Princess app to ChatGPT and tag @princesscruises to explore more than 330 destinations across 17 ships, check pricing and availability, and refine itineraries within a single chat. Prompts can range from “show me seven-night cruises that visit Santorini in August 2027” to broader requests such as planning an Alaska trip.
Travellers can also compare itineraries and ships, explore ports, shore excursions, cruisetours, onboard experiences and packages, and narrow options by preference. The app connects to information and services on Princess’ website, keeping users linked to the cruise line’s booking ecosystem.
Princess Cruises vice president of digital commerce and experience Neena Vicente said the launch “places Princess at the forefront of agentic commerce in the cruising industry”, reflecting a broader shift in how consumers use generative AI – not just to find information, but to evaluate choices and plan more complex trips.
Mobi CEO Andrew Boch praised Princess as “remarkably forward-thinking” on AI and said the groundwork being laid now would give the line “a real advantage” as new channels grow in importance for travel.
OpenAI head of technology and consumer industries Rosemary DeAragon said the app shows how AI platforms and travel brands can work together to make planning “more seamless, useful and conversational”.
The app is initially available only through ChatGPT, though Princess intends to expand to other compatible AI platforms, subject to platform availability and technical requirements.
