Case Study

A native ChatGPT app for the next generation of travel search

A native ChatGPT app for the next generation of travel search

Hero image featuring the app on a phone device

The Project

We set out to be the first Australian Online Travel Agency with a native ChatGPT app

As user behaviour shifts toward AI-led searching, OpenAI's store has become a new starting point for travel research and we wanted to be there for it. The brief had two halves, be early, and be useful. Leading design direction across hotels and flights and focused on a single principle: show just enough to build trust, surface the right options, and move the customer into Webjet's funnel ready to convert.

Product

Native ChatGPT App

Project

Hotels & Flights

Year

2026 (Pending OpenAI Approval)

Focus

UX Strategy, Product Design Direction

The Project

We set out to be the first Australian Online Travel Agency with a native ChatGPT app

As user behaviour shifts toward AI-led searching, OpenAI's store has become a new starting point for travel research and we wanted to be there for it. The brief had two halves, be early, and be useful. Leading design direction across hotels and flights and focused on a single principle: show just enough to build trust, surface the right options, and move the customer into Webjet's funnel ready to convert.

Product

Native ChatGPT App

Project

Hotels & Flights

Year

2026 (Pending OpenAI Approval)

Focus

UX Strategy, Product Design Direction

Outcomes

The impact in numbers.

Image with the app presentation
Image with the app presentation

Understanding the Core Issue

Problem Framing

For this project, it wasn't "how do we build for ChatGPT?" it was "where is the customer's decision actually being made now?" That shift in framing changed everything that followed.

Customer Behavioural Shift

Customer behaviour was shifting faster than the industry was responding. Travel research was increasingly starting inside AI assistants customers letting these tools do the heavy lifting of comparing, summarising, and narrowing down before a booking site ever entered the picture.

For an OTA, that meant the moment of consideration was now happening on a surface we didn't own, with competitors we couldn't see. Being absent at that stage didn't just lose a click it lost the chance to be in the consideration set at all.

Understanding the Core Issue

Problem Framing

For this project, it wasn't "how do we build for ChatGPT?" it was "where is the customer's decision actually being made now?" That shift in framing changed everything that followed.

Customer Behavioural Shift

Customer behaviour was shifting faster than the industry was responding. Travel research was increasingly starting inside AI assistants customers letting these tools do the heavy lifting of comparing, summarising, and narrowing down before a booking site ever entered the picture.

For an OTA, that meant the moment of consideration was now happening on a surface we didn't own, with competitors we couldn't see. Being absent at that stage didn't just lose a click it lost the chance to be in the consideration set at all.

Image with the app presentation
Image with the app presentation

Solution & Next Steps

The Solution

The work was as much about restraint as it was about design. No filters, no deep product detail, no second-screen experiences just clear, scannable answers that respected how people actually use these tools, with a deliberate path back to the full booking experience when the customer was ready to commit. It's early days for the surface, but the strategic logic is clear: as AI-led search grows, being present, useful, and trusted at the start of the journey is no longer optional it's where decisions are now forming.

Outcome

Currently pending OpenAI approval.

Strategy, craft, and delivery, end-to-end.

Design leadership that holds the thread from problem to outcome. If you need someone who can lead from the front without losing the craft, you've found them.

Let's Chat

2026 · Rob Nastos · Product Design Leader

Strategy, craft, and delivery, end-to-end.

Design leadership that holds the thread from problem to outcome. If you need someone who can lead from the front without losing the craft, you've found them.

Let's Chat

2026 · Rob Nastos · Product Design Leader

Strategy, craft, and delivery, end-to-end.

Design leadership that holds the thread from problem to outcome. If you need someone who can lead from the front without losing the craft, you've found them.

Let's Chat

2026 · Rob Nastos · Product Design Leader