Thomas Cook introduces ‘MAIA’ - a next-generation AI travel assistant

New AI assistant returns tailored holiday results in an average of just four seconds, integrated directly into the Thomas Cook app

MAIA can also support customers with post-booking queries, from changing travel dates and passenger names to answering questions about bookings and refund policies

The Thomas Cook app is available for download on the App Store and Google Play

Thomas Cook has announced the official launch of MAIA, a new AI-powered travel assistant designed to make planning and booking holidays faster, simpler and more personalised.

Integrated directly into the Thomas Cook app, MAIA - short for My AI Assistant - allows customers to search, plan and book complete holidays through a natural, conversational experience, returning results in an average of less than four seconds. It guides customers from the initial travel idea through to personalised recommendations and bookable holiday options. 

As well as helping customers find their ideal holiday, MAIA can also assist with post-booking queries - from changing travel dates and passenger names to answering questions about bookings and refund policies.

Moving beyond traditional filters, MAIA enables holidaymakers to simply describe the trip they have in mind. Whether it’s a detailed request like, “Find me a family-friendly all-inclusive resort in Greece for late June, with a waterpark and vegetarian dining options, under £2,500,” or something more open-ended like, “Where’s hot in October under £1,000?”, MAIA quickly turns ideas into tailored holiday options.

Powered by advanced AI and connected to Thomas Cook’s live holiday inventory, MAIA acts like a personal travel advisor - instantly analysing tens of thousands of combinations to build complete package holidays, including flights and hotels, in real time. Customers can refine their results just as easily, adjusting dates, budgets, destinations or hotel features without needing to start their search again. 

Each recommendation is supported with imagery, live pricing and trusted review scores. 

Nicholas Smith, Dynamic Packages Director at eSky Group, parent company of Thomas Cook, said:

“Artificial intelligence is fundamentally transforming travel, which is why we’re incredibly excited about what MAIA brings to our customers. Planning a holiday should feel as enjoyable as the trip itself, but some can find it time-consuming and overwhelming. 

“MAIA changes that by allowing customers to simply describe what they’re looking for and, in seconds, receive tailored holiday options they can refine and book with ease. It’s about combining the reassurance of Thomas Cook’s expertise with the speed and intelligence of AI.”

The launch marks the latest step in Thomas Cook’s digital transformation under parent company eSky Group, as the business continues to invest in smarter, more intuitive and innovative ways for customers to discover and book their holidays. MAIA was first launched via eSky’s mobile app earlier this year, where thousands of customers have already interacted with the new tool.

Thomas Cook has also recently expanded its use of AI across the booking journey, becoming one of the first OTAs in the UK to integrate with OpenAI through its presence in ChatGPT.

MAIA is available now via the Thomas Cook app on the Apple App Store and Google Play.

Customers booking with Thomas Cook can choose from over 20,000 hotels across 72 destinations throughout Europe, Asia, Africa and the Americas, and enjoy flexible travel options with more than 190 airline partners. All package holidays are ATOL protected, giving customers peace of mind and enhanced financial security, as well as the reassurance of ABTA's Code of Conduct.