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A new global study from global B2B travel booking platform RateHawk in time for World Tourism Day reveals that many travel agents are concerned about being left behind and losing clients.
This new report shows that nearly half of travel agents fear competition from AI, which they believe could eventually replace their roles.
With this in mind, the RateHawk study explores travel agents’ attitudes toward AI tools and shares the company’s perspective on how the industry can embrace innovation while preserving the value of human touch.
The insights featured within are based on the survey of over 1300 respondents across Europe, North America, Latin America, Asia, and the GCC region.
Split opinions
Opinions about the impact of AI on travel professionals’ roles are split worldwide: though 56 percent of those surveyed believe AI will not replace them, 44 percent consider this a real possibility in the future.
In Asia and the GCC, it’s seen as a realistic future by 60 percent and 55 percent respectively; in contrast, the majority in Europe and Latin America do not share this belief.
Travel professionals in North America are the most sceptical, with only 20 percent agreeing that AI can take over their jobs.
It is interesting to note that respondents in the USA and Canada show the highest interest in adopting new AI personalization tools to make their work more efficient across surveyed markets.
At the same time, global views on AI differ depending on professionals’ industry experience.
Those newer to the industry with less than three years of experience tend to see AI as a potential substitute, with 51 percent believing AI could replace them.
More experienced professionals with over 15 years in the industry are less likely to feel this way, with only 40 percent holding this view.
The right time to talk about AI and the future of the industry
RateHawk managing director Astrid Kastberg explained that World Tourism Day 2025 is dedicated to the sustainable transformation of the global travel industry, making it the perfect moment to discuss the future of travel agents as an essential part of the ecosystem.
Kastberg pointed out that, as of 2024, the value of the industry currently stands at US$10.9 trillion per a report from the World Travel and Tourism Council, and the industry itself is undergoing a period of rapid evolution.
She said: “According to research by Kantar, 40 percent of global travelers have already used AI tools to plan their trips, and 62 percent are open to using them in the future. While this may seem concerning for travel professionals, the rise of generative AI is also driving higher expectations for personalized experiences. In fact, reports show that more than half of younger travelers 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.”
Given how RateHawk sees the future of travel as a blend of human expertise and innovative technology, the company is committed to helping travel agents worldwide embrace technology as a valuable partner rather than a threat.
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, chatbots, and voice assistants that ensure booking security. These solutions empower agents to deliver more efficient, reliable, and competitive services to their clients. 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.”
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Source: traveldailymedia