WASHINGTON (October 16, 2025) – AI is changing how we travel. Axel, a new AI assistant that reprices flights and hotels after you book, has reported saving users an average of $327 a year.
To understand whether this indicates a shift to a new era for digital travel, please consider Jungho Suh. Professor Suh is a teaching assistant professor of management at the George Washington University School of Business. His areas of expertise include reporting in the travel industry and digital platforms in tourism and hospitality.
“Axel’s rise as an AI-powered travel assistant—and ChatGPT’s new Apps SDK—marks a pivotal moment in the evolution of digital travel. With Booking.com and Expedia joining ChatGPT’s ecosystem, Axel’s next move will be telling: will it leverage ChatGPT as a customer acquisition channel, or compete head-to-head in the AI travel marketplace? Either path highlights how AI is reshaping not just trip planning, but the entire travel economy—where data, personalization, and trust now define competitive advantage.”
If you would like to schedule an interview with Professor Suh, please contact Senior Media Relations Specialist Claire Sabin (claire [dot] sabin
gwu [dot] edu (claire[dot]sabin[at]gwu[dot]edu)).
-GW-