Travel agents embrace AI to enhance trip planning and bookings

Decades after online booking platforms disrupted their industry, travel agents are now embracing artificial intelligence as a tool to enhance their services rather than viewing it as a threat.

AI as a Productivity Booster

• Athena Livadas, owner of Páme Travel, uses AI daily for route suggestions, email drafting, and business growth. She reports a 40% increase in business after implementing AI tools.
• Fora Travel, a digital agency, integrates AI into its platforms to assist advisors with proposals, itineraries, and marketing content. Their Sidekick chatbot is used by 25% of advisors monthly.
• Rita Carton, a Fora advisor, says AI has halved her trip planning time and tripled her bookings compared to the previous year.

The Human Touch Still Prevails

• While AI adoption is growing among consumers (16% used generative AI for trip planning in 2024, per Deloitte), agents emphasize that AI lacks personalization.
• Livadas notes AI often provides generic recommendations (e.g., Tokyo-Kyoto-Osaka routes) but misses niche experiences like surfing in Kamakura.
• Relationship-driven perks (e.g., room upgrades, personalized gifts) remain a key advantage of human agents. Carton highlights how direct connections with hotel managers lead to better client experiences.

Industry Outlook

• Livadas compares the current AI boom to the early internet era: "You either adapt or you'll be left behind."
• However, agents unanimously agree AI cannot replace the personal connections and tailored expertise they provide.

Personalized in-room perks and free upgrades are some of the hallmarks of travel agents. (Getty Photos; Alyssa Powell/BI)

This article is part of "How AI Is Changing Everything", a series on AI adoption across industries.