AI is here to stay. But it’s unlikely that it will accelerate a decline among agents, unseat them and take over their jobs, as long as they use that same AI effectively as a support for their business. This is the opinion of local travel experts.
Travel News created an opinion poll following a statement by Glenn Fogel, booking.com CEO, on a Decoder podcast (on business and technology website, theverge.com).
“The truth is that the human travel agent has been a declining population for a very long time and I suspect it’s going to continue to decline as we create the virtual travel agents. We use all the skills we have in AI, all the new things that are coming out, particularly in generative AI, and try and recreate what was, once upon a time, when the only way you could do travel was speaking to a human being,” said Fogel.
Nearly half of our readers (49%) agreed that parts of travel agents’ tasks could be done by AI, and agents should harness this capability.
Around 40% said AI would not accelerate a decline in traditional travel agents, because people were sick of technology and wanted to deal with a real human being throughout the process.
Only 11% indicated that they believed AI could take over travel agents’ roles in the future.
Otto de Vries, Asata CEO, told Travel News that Asata was excited about what AI brought to the travel industry – boosting efficiency and sparking innovation.
“But let’s be clear: AI supports, does not replace, the personal touch and expertise that only travel advisers can provide because people buy from people. And experience will always trump technology.
“When travel doesn’t go as planned – in the face of global systems outages or sudden visa changes like those for South African and Botswana travellers to Ireland – people want to talk to a human. That’s when a travel adviser’s true value shines,” said De Vries.
He believes that complex itineraries and unexpected issues highlight just how invaluable it is to have a knowledgeable travel adviser.
“They handle the chaos so their clients don’t have to. Travel advisers offer peace of mind, insider knowledge, and a personal touch that no algorithm can replicate.”
De Vries adds that Asata is hosting webinars on AI to demonstrate how it can take care of routine tasks, freeing advisers to focus on what truly matters – building relationships, understanding client needs, and crafting unforgettable travel experiences.
“We’re also adding a dedicated AI section to our Resource Centre to ensure our members stay ahead. This will include practical guides, case studies, and best practices for integrating AI tools into daily operations. The message is simple: While technology evolves, the human touch remains irreplaceable. By embracing AI as a tool, our members can elevate their services, offering clients the best of both worlds – cutting-edge efficiency and warm, personal attention.”
The AI webinars are exclusively for Asata members and are found on the Resource Centre on the Asata website.
Mladen Lukic, MD of Travel Counsellors South Africa, sees the future of travel agents as a very far cry from the picture painted by Fogel.
“Travel agents are becoming more relevant because they can be deeper in their engagement. AI allows them to be faster and more precise in their research. At Travel Counsellors, we are equally seeing the advantages of improving our future and our relevance to our customers by using not just AI but all the technical opportunities available,” Lukic told Travel News.