by Sarah Kuta
Last updated: 1:55 PM ET, Mon September 28, 2026
Princess Cruises is bringing cruise planning directly into ChatGPT, becoming the first global cruise brand to launch a native app on the artificial intelligence platform.
The new Princess Cruises app allows travelers to search and compare cruises, explore destinations and onboard experiences and check current pricing and availability without leaving a ChatGPT conversation. The launch marks another step in the cruise industry's growing use of artificial intelligence to help travelers research and plan vacations.
“There is a broader shift in travel discovery as consumers increasingly use generative AI not simply to find information, but to help evaluate choices and plan increasingly complex trips,” says Neena Vicente, vice president of digital commerce and experience for Princess Cruises. “This launch places Princess at the forefront of agentic commerce in the cruising industry, creating a new entry point into cruise discovery that inspires guests to find the vacation that is right for them.”
Travelers can tag @princesscruises in ChatGPT to search more than 330 cruise destinations across Princess' 17 ships. They can use natural-language prompts to find cruises based on factors such as destination, travel dates and trip length, then continue refining their search within the same conversation.
For example, a traveler could ask ChatGPT to find seven-night Princess cruises visiting Santorini in August 2027 or request help planning an Alaska cruise for the following summer. They could then ask which itineraries visit Glacier Bay National Park, which depart from Seattle or how two itineraries differ.
The app also connects ChatGPT with information and services on the Princess Cruises website, allowing travelers to explore ports, shore excursions, cruise tours, onboard experiences and vacation packages. Current cruise pricing and availability can also be checked through the experience.
The app is initially available through ChatGPT, with Princess planning to expand to other compatible AI platforms in the future, subject to platform availability and technical requirements.
The goal is to make the transition from researching a cruise to taking action more seamless, according to Princess and Mobi, the technology company behind the app.
“Princess has been remarkably forward-thinking about how AI will reshape the way travelers discover and engage with brands,” says Andrew Boch, Mob’s chief executive officer. “Being the first global cruise line to bring its experience directly into LLMs reflects that vision.”
OpenAI also highlighted the partnership as an example of how AI platforms can work with travel brands to support trip planning.
“We’re building ChatGPT to help people move from discovery to action,” says Rosemary DeAragon, head of technology and consumer industries at OpenAI. “Princess Cruises’ app brings that experience into the cruise industry, showing how AI platforms and travel brands can work together to make planning more seamless, useful and conversational.”
The launch comes as travel companies increasingly experiment with generative AI as a new way for consumers to discover destinations, compare options and make travel decisions. For Princess, the ChatGPT integration creates another entry point into its existing booking ecosystem while allowing travelers to begin their cruise search using conversational questions rather than traditional website search tools.
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