So long holiday reps, hello AI-powered travel agents

Many travel companies now feel dominated by technologists and marketers driven solely by statistics rather than by a deep understanding of market structures or customer and supplier requirements.

Many blame this on the demise of vertically integrated tour operators and the shift to more trackable online channels. They are partially correct; however, I believe the death of the rep role is also a big issue.

Until recently, many senior roles in travel were occupied by individuals who started their careers as overseas representatives. The list is extensive, but look at the LinkedIn profiles of industry heavyweights like Steve Barrass, Richard Calvert, Brian Young, or Simon Powel, to name just a few.

The rep role served as an excellent training ground for travel management. It taught eager young reps independence, language skills, and, most importantly, how to manage holidaymakers and their needs. If you have dealt with angry customers facing long flight delays or shoddy holiday accommodation, you know how to resolve most conflicts.

Equally important, it also provided these individuals with firsthand experience of how holiday hotels operate or, more importantly, how they do not – whether due to the wrong location, excessive size, or simply poor management.

After advancing at a young age with swift promotions to head reps, resort controllers, and resort managers positions, many of these reps returned to the UK in their late 20s, hungry for further progress to assume UK-based roles in product management, contracting, or sales.

Their in-depth knowledge and ability to manage people, along with their rapport with colleagues, often led to rapid promotions, especially when they were supporting accountants of the world like me who needed to learn from their expertise.

This led to the senior management of traditional travel companies being packed with experience in how holidays worked and what customers really wanted. However, as this conveyor belt disappeared, so has this depth of knowledge at the top of travel companies.

The advent of the internet and inexpensive mobile data, combined with the complexities of employing staff in resorts after Brexit, has undermined the traditional role of the rep, although the lesser role of the transfer rep seems to be making a comeback.

Many other travel roles, such as customer service, will also rapidly erode. However, becoming an expert in AI represents a massive opportunity for agents selling travel.

Travel offers so many options that it’s almost impossible to choose between A and B. Expert guidance from agents equipped with the latest AI tools to find the best value deals, balancing reviews and prices, will ensure customers secure the right deal for them.

The only thing that will not change is that not all holidaymakers want to self-serve and book online in our complex travel world. Many still want to look a fellow human in the eyes and say, ‘What would you recommend and who is offering the best deal?’

So, RIP to the holiday rep, and hello to the AI-powered travel agents.