Why Generative AI Won't Kill the Travel Advisor—It'll Make Them Unstoppable

By Robin Lawther, Vice President, Expedia TAAP

There's a rumor going around that AI will accelerate the decline of travel advisors. It makes for a sensational podcast soundbite—but I think it misses the mark.

The travel advisor industry is here to stay, even in this new era of generative AI. If anything, travel advisors have repeatedly proven their value in today's increasingly complex travel landscape.

Take the COVID-19 pandemic as an example. When the world was on pause, many expected travel advisors to vanish. Yet, as work, shopping, and nearly every aspect of daily life shifted online for all generations, travel advisors adapted, becoming more digitally savvy. When lockdowns lifted, and travelers were eager to explore again, these advisors were ready for the new digital era. They proved themselves indispensable, meeting their clients on their preferred online channels and offering trusted guidance through the complexities of post-pandemic travel. This is a role they continue to play today.

Today, the rise of generative AI presents the travel advisor industry with another moment of disruption—but also another extraordinary opportunity to evolve. AI is far from replacing advisors and should instead be used as a powerful tool for delivering even greater value to clients. The key lies in blending human expertise and empathy with AI-powered efficiency.

The reality of generative AI in travel today

It's easy to get swept up in the hype of generative AI's potential, but let's not succumb to its capabilities. Generative AI can perform important tasks, like analyzing customer data, generating quick itineraries or recommending trending destinations. It can undeniably replace some of the more logistical tasks in the travel advisory role.

But here's the catch: travel isn't just about logistics. It's about understanding the traveler's unique desires, solving complex challenges, and delivering a hyper-personalized experience. While generative AI can assist with some planning tasks today, it's far from replacing the expertise of a skilled travel advisor.

Let's look at the three critical phases of travel: planning, booking and support. AI can only go so far in the first stage, limited to tasks such as suggesting itineraries or summarizing reviews. AI's capabilities are especially limited when it comes to booking, particularly for complex, multi-stop trips, including flights, ground transportation, accommodations, and activities.

The same applies to real-time support. Whether managing logistics during a natural disaster or overcoming complex bureaucratic challenges in a geopolitical crisis, travel agents resolve issues with empathy and efficiency, ensuring a seamless experience even in the most difficult situations.

And let's not forget the emotional side of travel. For many, booking a trip—especially a high-value or once-in-a-lifetime experience—is deeply personal. It's one of the largest discretionary purchases a traveler makes in a year, or perhaps 10. They don't want to hand that over to an algorithm. They want someone they trust—a person who knows them, understands their preferences and ensures their trip will exceed expectations.

This illustrates a key advantage that travel advisors have over generative AI, which is firsthand experience. Many advisors have personally visited the destinations and vetted the properties they recommend. This real-world insight is invaluable, especially for travelers making significant investments in their vacations. People buy from people because they value human judgment and trusted expertise.

Five priorities for travel advisors in 2025

Now, while I discussed in length the pitfalls of generative AI in travel, I still view it as a powerful assistant for advisors. For example, during a recent trip to Lima, I struggled to understand why hotel prices were unusually high. Turning to generative AI, I quickly learned a major economic conference was happening—a crucial detail that helped explain the surge.

In moments like these, generative AI can empower travel advisors by surfacing valuable context they can use to support their clients better. However, interpreting and acting on that information still requires only a human advisor's expertise.

To thrive in this new era of intelligence, travel advisors must double down on what makes them indispensable while embracing the new tools that can elevate their service. Here are my five recommendations, based on numerous conversations with travel advisors:

1. Use generative AI as a strategic tool: Think of generative AI as an assistant, not a competitor. Advisors should use it to help with tasks like research, optimizing itineraries or identifying hidden opportunities. This frees them to focus on providing a personalized service.
2. Double down on unparalleled personalization: While generative AI excels at processing data, it lacks emotional intelligence. Advisors who invest in getting to know their clients on a personal level can deliver truly bespoke and unforgettable experiences.
3. Own the complex and high-value experiences: The more intricate the itinerary, the more valuable the advisor. Advisors excel in planning multi-stop trips, luxury experiences, adventure travel, and navigating unfamiliar destinations.
4. Position yourself as the trusted problem solver: When things go wrong—and in travel, they inevitably will—advisors are the heroes. They excel at resolving issues with empathy and efficiency, coordinating logistics during natural disasters or navigating complex bureaucratic hurdles during geopolitical events.
5. Stay ahead of the curve: It feels like there's a new AI tool coming out every day. I encourage travel advisors to research, test, and experiment with them in their day-to-day roles. Perhaps they will find an unexpected way that AI can make their jobs easier.

Those predicting the demise of travel advisors: take another look. The real threat to the travel advisor industry isn't AI itself—it's ignoring its potential. I believe that travel advisors who embrace this technology, double down on their expertise and focus on building authentic relationships will thrive. The future isn't AI versus humans. AI and humans work together to redefine travel and create experiences that inspire.

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