[AlBentley]

exactly. Booking.com etc can just use OpenAI APIs to enable a similar voice/ chat interface on top of their search, and then the UX is not limited to 'cards'.

The UI 'cards' will naturally becoming ever increasing, and soon you end up back with a full app within ChatGPT or ChatGPT just becomes an app launcher.

The only advantage I can see is if ChatGPT can use data from other apps/ chats in your searches e.g. find me hotels in NYC for my upcoming trip (and it already knows the types of hotels you like, your budget and your dates)