Human contact in travel sales will remain ‘irreplaceable’ over next decade

People will remain “irreplaceable” despite the impact of AI on the travel industry over the next decade.

 

The forecast came from the commercial chief of the owner of B2B booking platform RateHawk during an online forum as part of its 10th anniversary.

 

Ilya Kravtsov, chief commercial officer at Emerging Travel Group, highlighted the role of human-to-human interaction in the next 10 years.

 

He said: “While agentic AI will excel at finding answers and doing routine tasks, people will remain irreplaceable in understanding the context and delivering service with empathy.”

 

However, demand for travel APIs will grow as more firms digitise operations. 

 

“Travel businesses want to focus on customer acquisition and service rather than managing dozens of supplier integrations, so we’ll see many strong technology partnerships in the upcoming decade,” Kravtsov predicted. 

 

“Another thing that travel tech providers should offer to travel professionals is access to market intelligence. For instance, we’re developing a demand shift tool, a solution that provides actionable insights into emerging travel trends and demand patterns. The product is currently in beta testing.”

 

Travelport global enterprise sales senior director Sinead Reilly added: “We’re only at the beginning of what APIs will enable in terms of personalisation and connectivity, combined with AI and cloud-based technologies. 

 

“The ultimate goal is to deliver less fragmented and more standardised content to the frontline travel professionals.”

 

Gen Z customers, increasingly becoming active travellers, are already reshaping demand patterns that will influence the industry over the coming decade, according to panellists at the Futurecast debate.

 

They also demonstrate greater trust to people and to authentic content rather than to traditional advertising formats as they are eager to relate to others’ experiences.

 

Siiri Palisaar, senior director sales steering at Lufthansa City Center, emphasised that travel professionals should leverage the growing role of social media channels, especially to connect with younger digital native customers. 

 

“Travel agents should advertise and create content on social media and digital platforms themselves because it’s where their audience is,” she advised. 

 

“The world is becoming ‘noisy’, and the decision-making process is not getting any easier. 

 

“Travel businesses are better equipped with information than ever before, which allows them to create particularly relevant offers. Demand for their support is increasing as it helps travellers navigate the uncertainty and the overwhelming amount of choice.”

 

RateHawk managing director Astrid Kastberg (pictured) said: “If the last 10 years taught us anything, it is that the pace of change is only accelerating. For travel businesses, this creates both opportunity and uncertainty.

 

“We believe that long-term success will belong to businesses that stay close to change and act with confidence.”