North American Travel Agents Lead in AI Adoption Amid Job Replacement Concerns: Study

As AI tools become more common in trip planning, travel advisors are weighing both opportunity and risk. 

Nearly half of travel agents globally still believe artificial intelligence could one day replace them, according to new research from RateHawk.

The B2B booking platform surveyed more than 1,300 travel professionals across Canada, the U.S., Europe, Latin America, Asia, and the GCC region to mark World Tourism Day (September 27, 2025).

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Travel advisors in North America are the most willing to adopt AI tools to improve efficiency, at 45%, the highest rate among the surveyed regions.

Who Fears AI and Who Embraces It?

While North American agents show the greatest openness to AI, nearly half of travel advisors worldwide remain wary of its impact on their roles.

• Global: 44% believe AI could replace them; 56% do not.
• Asia: 60% see replacement as a real possibility.
• GCC: 55% see it as a real possibility.
• Europe: 58% do not believe AI threatens their jobs.
• Latin America: 55% do not believe AI threatens their jobs.
• North America: Only 20% think AI could take over their work.

“This year, World Tourism Day is dedicated to the sustainable transformation of our industry, making it the perfect moment to discuss the future of travel agents as an essential part of the ecosystem,” said Astrid Kastberg, managing director of RateHawk.

Why Travel Agents Still Matter in the Age of AI

Kastberg noted that the global travel industry, valued at $10.9 trillion in 2024 by the World Travel and Tourism Council, is rapidly evolving due to technology.

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“According to research, 40% of global travellers have already used AI tools to plan their trips, and 62% are open to using them in the future. While this may seem concerning for travel advisors, the rise of generative AI is also driving higher expectations for personalized experiences.

More than half of younger travellers want a travel agent or trusted advisor to help them plan major trips. For agents, this means that professional expertise and the human touch are becoming even more valuable as demand for customized service continues to grow.”

Experience Matters: New vs. Seasoned Travel Agents

Professionals with fewer than three years in the industry were most likely to see AI as a threat, with 51% believing it could replace them.

Among those with over 15 years of experience, only 40% shared that concern.

AI as a Partner, Not a Competitor

“We see the future of travel as a blend of human expertise and innovative technology,” Kastberg said.

 “By using AI, we develop tools that support agents behind the scenes — from intelligent rate matching and content management to hotel search, automated support, and chatbots and voice assistants that ensure booking security. These solutions empower agents to deliver more efficient, reliable, and competitive services to their clients.”

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She added, “It’s encouraging that one in three travel professionals surveyed are willing to use more AI tools in their work. We believe that as long as agents continue to adapt and innovate, their skills and knowledge will remain indispensable.”

How Technology and AI Are Shaping Travel Agent Success

Earlier sections of RateHawk’s What Supercharges Travel Professionals report found that while 92% of travel agents are satisfied with their careers, they face several challenges:

• Competition within the travel industry
• Rising client expectations for personalized service
• Time-consuming searches for the best deals

Many respondents said they welcome greater use of technology to improve efficiency, with preferences including:

• Automation tools
• Advanced analytics
• Mobile booking platforms
• AI-powered solutions

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