Fort Lauderdale, Florida – 28 September 2026: Princess Cruises has launched a native app in ChatGPT that allows travellers to search, compare and refine cruise options using conversational requests. Princess describes itself as the first global cruise line to introduce such an app, which connects ChatGPT with information and services on the cruise line’s website.
Princess describes the launch as a new entry point for cruise discovery using large language model technology, with travellers able to move from broad research towards specific cruise options in the same conversation.
The app connects ChatGPT with information and services available through the Princess Cruises website, allowing users to explore cruise options while remaining linked to the line’s booking ecosystem.
AI-powered cruise discovery
Travellers can install the Princess Cruises app within ChatGPT and use everyday language to search for cruises by destination, date and length. The tool also supports comparisons between itineraries and ships, alongside searches for ports, shore excursions, cruisetours, onboard experiences and packages.
Users can check current cruise pricing and availability and narrow results based on individual preferences. Travellers can continue refining their search within the same conversation, including asking follow-up questions about departure ports, itinerary differences or specific destinations.
“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,” said Neena Vicente, Princess Cruises Vice President of Digital Commerce and Experience. “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.”
“Princess has been remarkably forward-thinking about how AI will reshape the way travelers discover and engage with brands,” said Mobi CEO Andrew Boch. “Being the first global cruise line to bring its experience directly into LLMs reflects that vision. We have enormous respect for the Princess team, and I believe the foundation they’re putting in place today will give them a real advantage as these new channels become an increasingly important part of travel.”
ChatGPT becomes an additional planning channel
Princess said the app provides another route into cruise discovery while connecting users with its existing digital services. Travellers can tag @princesscruises within ChatGPT after installing and connecting the app, then enter a request describing the type of cruise they are seeking. Examples provided include searches for seven-night cruises visiting Santorini in August 2027 and requests for help planning an Alaska cruise. Users can then refine the results by asking whether particular options visit Glacier Bay National Park, depart from Seattle or differ from another itinerary.
“We’re building ChatGPT to help people move from discovery to action. 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,” said Rosemary DeAragon, Head of Technology & Consumer Industries at OpenAI.
Princess said the app is designed to support cruise discovery, comparison and planning using information and services connected to the Princess Cruises website, including pricing and availability.
Princess outlines installation process
Princess Cruises has set out a step-by-step process for adding the app. Users can sign in to an existing ChatGPT account or create a free account before installing it. Desktop users can access Plugins from the ChatGPT sidebar, while mobile users can navigate through settings to Browse Plugins. Users then search for Princess Cruises, add and connect the app, open a new chat and enter a request.
Once connected, travellers can use the @princesscruises tag when asking ChatGPT to help identify or compare suitable sailings. The app will initially be available through ChatGPT. Princess said it intends to expand the service to other compatible AI platforms in the future, subject to platform availability and technical requirements.
Source: Official announcement by Princess Cruise Line on 28 September, 2026, Florida.
