Some travel advisors are using AI to help plan trips and boost business — and they're not afraid they'll be replaced

In the ever-evolving landscape of travel planning, artificial intelligence is emerging as a powerful ally for travel advisors. Once upon a time, travel agents were the gatekeepers of journeys, meticulously crafting itineraries for adventurous travelers. However, the rise of online booking platforms like Expedia and Google shifted that paradigm, putting consumers in the driver’s seat. Now, AI has entered the scene, and rather than viewing it as a threat, many travel advisors are recognizing its potential as a valuable asset. Athena Livadas, the owner of Páme Travel, specializes in luxury travel and utilizes AI daily to enhance her service. She believes that AI should not be feared, but embraced as a tool that empowers advisors to provide richer experiences. "Most travel advisors don't see the need, or even get offended, when AI is brought up in the context of travel planning. But I couldn't disagree more," Livadas stated. Her experience shows that implementing AI tools has led to a significant boost in her business, reporting a growth of approximately 40% after integrating these technologies. Fora, a digital travel agency operating globally, has also tapped into the power of AI. Launched in the fall of 2023, their AI-driven tools are seamlessly integrated into everyday advisor workflows, assisting in drafting proposals, crafting itineraries, and generating marketing content. Jake Peters, cofounder of Fora, highlighted the effectiveness of one such tool that formats information for better readability, which is utilized in 70% of their booking processes. Rita Carton, another advisor at Fora, has also experienced transformative results with AI. By incorporating both Fora's internal tools and ChatGPT into her workflow, she has halved her trip planning time and tripled her bookings compared to the previous year. "A year ago, I could only manage two to three trips at a time and maybe five a quarter. Now, I successfully handle nine simultaneous trips without compromising on service," she shared. While some travel agents remain skeptical about the necessity of AI, consumer behavior indicates a shift. A recent Deloitte survey revealed that the percentage of individuals using generative AI for trip planning has doubled from 8% to 16% over the past year. Livadas likened the current state of AI in travel to the early days of the internet, emphasizing the need for adaptation. "You either adapt and learn how to use it to better your outputs for clients, or you'll be left behind," she warned. Despite the advancements, Livadas reassured that AI will not replace travel agents. She cautioned that while AI can provide generic travel advice, it often lacks the nuanced insights that seasoned advisors bring to the table. For example, when planning a trip to Japan, AI might suggest the typical route of Tokyo to Kyoto to Osaka, overlooking unique experiences that an advisor could provide, such as recommending Kamakura for its perfect summer surf. The core of travel agency services lies in building relationships. Carton emphasized this point, mentioning how direct connections with hotels can lead to personalized upgrades and surprises for clients that AI simply cannot replicate. "A lot of the value we bring is relationship-driven, and that will never go away," Livadas concluded, highlighting the unique advantages that human advisors offer in a world increasingly influenced by technology.