ChatGPT is becoming part of everyday life for more and more people. They use it not only to look up information but also to compare options, plan, make decisions and discover products and services. That is exactly what turns the platform into a potentially interesting place to advertise.
Ads in ChatGPT are a relatively new format, and the platform is still developing its advertising features. OpenAI started testing ads in 2026 and later widened access to Ads Manager along with the tools for managing and measuring campaigns.
For the tourism business this is a topic worth paying attention to. But what exactly are ChatGPT ads, how do they differ from the platforms we already know, and is it worth investing in them? We answer these questions below.
What are ChatGPT ads?
Put simply, ChatGPT ads are paid placements that can appear within the context of users' conversations. They are clearly labelled as ads and visually separated from ChatGPT's answers.
This is an important difference from a traditional search engine. When someone searches for "hotel in Greece", for example, they usually type a specific keyword phrase. In ChatGPT the user can start a much more natural conversation: "I want to plan a five-day holiday in Greece in September. We are travelling with two children and looking for a quiet place close to the beach."
A conversation like this gives far richer context about what the person is actually looking for.
According to OpenAI, the ad system takes several signals into account, including the context and intent of the current conversation, the content of the ad, the landing page and the parameters set by the advertiser.
How do they differ from ads on Google and Meta?
On Google, ads have traditionally been based on searches and keywords, while Meta allows detailed targeting by audience characteristics and interests.
ChatGPT takes a different approach. Here the context of the conversation and the user's intent play a major role. This means an ad can be shown at a moment when the person is not simply browsing content but is actively weighing options and trying to make a decision.
For the tourism business this is particularly interesting. Imagine a user who is discussing different winter holiday options with ChatGPT, comparing destinations or looking for a suitable organised tour. At a moment like that, an ad from a travel agency with a specific offer can be far more relevant than a generic ad shown at random.
Of course, this does not mean that ChatGPT ads are automatically better than Google or Meta. It is rather a different advertising context that can complement the other channels.
What should you know about this new online advertising channel?
First, ads do not influence ChatGPT's answers. According to OpenAI, the ad system is separate from the model that generates the answers, and advertisers cannot change, rank or steer ChatGPT's answers.
Advertisers also have no access to users' conversations. OpenAI states that conversations, chat history, memory and personal data are not shared with advertisers, who receive only aggregated ad performance data such as impressions and clicks.
Another important point is that the platform is still at an early stage and is developing actively. Several objectives and buying models are already available, including CPM, CPC and optimised CPC, together with tools for measuring results. At the same time, OpenAI explicitly notes that there are not yet enough universal industry benchmarks for comparing performance.
This means businesses should treat ChatGPT Ads as a new channel to be explored and optimised, not as a platform with established rules and guaranteed results.
Are ChatGPT ads suitable for the tourism business?
This is probably the question that interests you most. Is ChatGPT a suitable advertising channel for the tourism business? Potentially yes, for several reasons.
Tourism is a business in which customers spend considerable time researching and comparing before they choose. They look at destinations, compare prices and want to know about transport, accommodation, sights and experiences.
This process of research and decision-making is one of ChatGPT's strengths as an advertising environment. OpenAI positions its ads precisely around the moments when people explore options, compare alternatives and make decisions.
For a travel agency, for example, this could mean presenting a specific tour or holiday package to someone who is already looking for that type of trip.
For a hotel the opportunity is just as interesting. Imagine someone planning a weekend in the mountains who is looking for a quiet place with a good spa, suitable for couples. In that context, an ad for a hotel offering exactly this kind of stay can be much more relevant than a standard ad shown to a person with no clear interest in such a holiday.
For a tourist attraction, an ad can be relevant to someone planning a visit to the region.
For a company offering adventure tours, experiences or transfers, the platform can also make it possible to reach people who are actively researching such services.
There is, however, an important "but". The relevance of the ad will be essential, and simply being present in ChatGPT will not be enough. The ad has to show clearly what you offer, who your service is for and what the customer gains.
That is why OpenAI recommends that ads be clear, specific and focused on the benefit, and that the landing page be as closely tied to the specific offer as possible.
How should you approach ChatGPT Ads?
For the tourism business, the most sensible approach is not to see ChatGPT as a replacement for Google, Meta or the other marketing channels.
It can rather be an additional way to reach potential customers at a moment when they are actively looking for information and considering a purchase.
It is best to start with a specific goal, for example promoting a particular destination, holiday package or seasonal offer. Then test how different messages, offers and landing pages perform and whether they generate real business results.
It is especially important not to stop at clicks. For the tourism business, enquiries, bookings and actual revenue are the more meaningful metrics.
ChatGPT ads are a new and still evolving marketing channel that offers something different from traditional online advertising. It gives you the chance to reach users within the context of their questions, their research and their decision-making process.
For the tourism business this is an interesting option, because planning a trip naturally involves a lot of research and comparison. At the same time, the platform is still developing, so campaigns need to be tested and judged against real business results.
If you want to find out whether ChatGPT Ads are right for your tourism business and how they could fit into your overall marketing strategy, contact us for a consultation.
