This article originally appeared in the August issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
I love AI. I want to start off by saying that, because I believe travel advisors who don’t embrace it will, in the end, be left in the past.
There has been much ink spilled about how the robots are coming to take our jobs, and while there are legitimate concerns about AI, sometimes I think we may have watched too many science fiction films.
I use AI in ways that help me: idea generation, grammar checking and sometimes as a search engine. And that is what I would like to encourage advisors to do. Don’t stick your head in the sand, and don’t be needlessly worried.
Here is why I believe you will never be replaced.
We have history on our side. For many newer advisors, the AI revolution may seem like a disaster. But those of us who have been in the industry for a while know that we went through this at the dawn of the internet. That seemed even more destabilizing. For the first time ever, the general public could simply purchase their own airline tickets, hotels, cruises and vacation packages.
Did travel advisors have a purpose? As the intervening decades have proven, we certainly do.
The internet did not eliminate travel advisors; it gave birth to them. For the first time, we weren’t just "agents of the airlines." We had to pivot to become the sort of professionals travelers actually wanted to work with and who provided value that the internet couldn’t deliver.
Suddenly, people had endless options at their fingertips, but what wasn’t there was context. Was that hotel in a good location? Did that cruise fit their family’s travel style? Was an itinerary going to be rushed? And who on Earth should they call if their flight gets canceled?
It’s true that some travel advisors were unable to make the leap. Those were the order-takers, not the trendsetters and experts. But those who made the leap came out stronger on the other side.
The lesson here is that AI can make suggestions (helpful or not), but when it comes time to book, there isn’t anything that can replace you. Your goal isn’t to be ChatGPT; it is to be a resource that AI cannot replicate. Know your clients’ wishes, dreams and personal lives. Be the ultimate expert in your niche — not because you can string words together, but because you know the tried-and-true ways a vacation should feel. Keep AI as your assistant, not your boss.
For travel advisors who are curious about AI and how it can help you, take the leap! It is an opportunity, not a threat.
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