Agents split on whether they will be replaced by AI, global study finds 

As many as 44% of travel agents believe there is a “real possibility” that AI will replace them in the future.

 

However, a global study found a split, with 56% believing they will not be eradicated despite generative AI becoming increasingly popular among travellers for planning and managing their trips.

 

The results comes from a survey of more than 1,300 agents across Europe, North America, Latin America, Asia and the GCC region by B2B travel platform RateHawk.

 

In Asia and the GCC, it’s seen as a realistic future by 60% and 55% respectively. 

 

By contrast, the majority in Europe (58%) and Latin America (55%) do not share this belief. 

 

“Travel professionals in North America are the most sceptical, with only 20% agreeing that AI can take over their jobs.

 

Respondents in the US and Canada show the highest interest in adopting new AI personalisation tools to make their work more efficient (45%) across surveyed markets. But opinions are split evenly in the UK.

 

Global views on AI also differ depending on industry experience. Those newer to the trade with less than three years experience tend to see AI as a potential substitute, with 51% believing AI could replace them. 

 

More experienced agents with more than 15 years in the industry are less likely to feel this way, with only 40% holding this view.

 

The report also found that 92% of travel professionals are satisfied with their careers. 

 

However, they face daily challenges, including intense competition, rising client expectations and the time-consuming manual search for the best deals. 

 

To overcome these obstacles and make their work routine more effective, 29% of travel professionals welcome greater use of technology. Beyond artificial intelligence, respondents prefer automation, advanced analytics and mobile booking tools.

 

RateHawke managing director Astrid Kastberg said: “The travel industry, valued at $10.9 trillion in 2024 by the World Travel & Tourism Council (WTTC), is going through significant changes. 

 

“According to research by Kantar, 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 professionals, the rise of generative AI is also driving higher expectations for personalised experiences. 

 

"In fact, reports show that 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 customised service continues to grow.”

 

She added: “We see the future of travel as a blend of human expertise and innovative technology. 

 

“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.”