Agents vs. Algorithms: Travel Advisors Weigh the AI Threat

When the first OTA launched in 1996, traditional travel agents felt under threat – and rightly so. Almost overnight, online booking platforms armed consumers with the ability to search and compare travel prices.

For those of us present for that revolution, it now seems like child’s play in comparison with what looms  ahead with artificial intelligence. Everything from robotic massages to assembling complex travel itineraries in seconds is now on the table.

A recent study by RateHawk explores travel agent attitudes toward artificial intelligence. As generative AI becomes more widely used for planning and managing trips, nearly half of travel agents worldwide express serious concerns about AI potentially replacing their roles.

Agents in Asia and the Gulf states feel most threatened, with the majority predicting AI could take over their jobs, whereas those in Europe and Latin America are more optimistic about human resilience.

In North America, there is much more skepticism about the threat with just 20% of agents expecting AI to replace them. And, notably, travel professionals in the US and Canada are among the most enthusiastic adopters of AI personalization tools, seeking ways to boost efficiency and service quality in their work.

A recent Open Jaw chat with TDC’s Karine Gagnon supports this finding of high Canadian adoption. “By a show of hands, nearly everyone in the room was already using tools like Copilot or ChatGPT,” said Gagnon of the Toronto attendees, which numbered over 200.

The survey also reveals high overall job satisfaction among travel advisors, along with strong interest in technology that streamlines routine and competitive tasks. Many agents see digital tools—including AI, automation, and analytics—as crucial allies for handling rising client expectations and the daily hunt for the best deals.

RateHawk’s managing director, Astrid Kastberg, points to a future where technology supports rather than supplants the agent’s expertise. She suggests that, as client demand for customization grows, AI can free up agents to focus on their most valuable skill: delivering bespoke service with a human touch.

What isn’t mentioned in much of the research regarding the domino effect of AI is that it makes mistakes. Serious factual mistakes. The reason for that is complex and has led to slew of fact checking AI which must be overlayed across openly available AI platforms.

Key findings:

• Globally, 44% of travel agents believe AI could eventually replace them, while 56% do not share this concern.
• North American professionals are the most skeptical, with only 20% believing AI could take over their jobs.
• Agents in the USA and Canada show the highest interest in adopting AI personalization tools to improve their efficiency (45% — the highest across all surveyed markets).