Sembo, a digital travel agency based in the Nordics and a part of Stena Line, presents to the world its AI-powered multi-destination travel booking assistant that marks a significant development in the travel industry. This AI assistant can propose and secure multiple travel locations in a single instance, a pioneering feat that anticipates reshaping how travel plans are devised and reserved.

An exciting advancement for the travel sector, Sembo’s AI assistant shapes and personalises journeys based on inputs, while serving the customer with the convenience of booking all within a single platform. This announcement comes even as Google introduces its AI assistant which, despite other features, does not possess a booking function.

Revealed on April 15, the AI assistant from Sembo recommends detailed travel plans, arranging conveyance and accommodations, all in a unified platform. This assistant facilitates the customer to reserve and pay for the journey with a single click within the platform. Utilising technology similar to ChatGPT’s, it facilitates personalised travel planning, transportation, and accommodation arrangements within a single, intuitive platform. The assistant also debuts with world-first functionality, capable of booking and confirming transactions in one click.

Speaking about this innovation, the General Manager of Sembo, Andreas Elmgren remarked: “Our launch sets a new worldwide benchmark for the travel industry. While the exploration of AI tech and ChatGPT-inspired apps have been on the rise, Sembo’s AI assistant is the first that combines personalised travel suggestions with the convenience of centralised booking. This not only gives our customers complete control over their travel plans but also simplifies the complexity of organising multi-stop trips.”

This breakthrough aligns with the wider industry’s move towards AI, stimulated by the introduction of OpenAI’s ChatGPT. Sembo’s announcement gains further importance as it immediately follows the unveiling of Google’s AI travel assistant, which, unlike Sembo’s assistant, does not include a booking feature.

Jari Virtanen, CEO of Stena Line Travel Group, added: “Sembo has always been a trailblazer when it comes to new technology, a key factor in Stena Line’s decision to acquire the company nearly two decades ago. The travel sector has generally lagged behind digital evolution and by and large, we still book trips the same way as we did in the early 2000s. Now, Sembo is taking a big step forward in a way that redefines the entire landscape while solidifying our global market presence.”

The AI assistant was launched in its initial version on April 9, 2024. It is designed to answer queries about travel and different modes of transport and offers the potential to reserve everything in a single platform, regardless of the complexity of the journey. The booking feature allows for combining different destinations, hotels, and modes of transport, as well as providing information on the most economical travel periods.