AI and Travel Advisors
By: Lynn Marie Moore
Moore Copy, LLC
Travel Advisors Remain Indispensable in an AI-Driven World
In recent months, every industry conference, panel discussion, and industry report has invariably brought up the subject of Artificial Intelligence (AI) and its potentially transformative effects. The travel sector is no different. This is primarily because of the increased usage of AI-enhanced booking engines. Where does this shift in technology leave travel advisors?
For starters, it’s essential to debunk the myth that AI will inevitably make the role of travel advisors obsolete. Despite all of its advancement, AI is simply a tool… a digital assistant. It might be efficient in streamlining processes, but it falls short of capturing the nuances of human emotions, desires, and experiences.
That is where a travel advisor shines in a way that AI never will.
The Personal Touch
Travel is not just about booking cruises, land tours, flights, or hotels. It’s about crafting experiences that will resonate with travelers for a lifetime. This requires a deep understanding of human emotions and aspirations. Travel advisors are not just selling a destination; they are selling a dream, a story. They understand that a honeymoon isn’t just a trip; it’s a celebration of love. A family vacation isn’t just a break; it’s about creating lifelong memories.
When a traveler says, “I want an authentic experience,” a travel advisor knows this doesn’t merely mean visiting popular tourist spots. It involves finding that tucked-away bistro, that hidden trail, or that local festival that will offer a travel advisor’s clients a taste of the real, authentic culture.
The Post-Pandemic Era
The Covid-19 pandemic has really underscored the indispensable role of travel advisors. Travel is booming once again… Travel is up to 2019 levels. Travel advisors are undeniably responsible for this surge… and for managing a pent-up demand for travel.
The unpredictability and rapidly changing regulations during and post-pandemic presented a maze for many travelers. Visa rules, quarantine measures, health and safety protocols – these were variables that kept shifting. Travel advisors guided their clients through this labyrinth with updated knowledge and real-time advice.
Travel advisors remain invaluable in the travel landscape. They navigate their clients through issues such as over-tourism, ecotourism, and sustainable tourism. Sustainable travel means minimizing environmental damage and carbon footprints, but it also involves improving tourists’ experiences. AI can provide data, but it cannot personalize itineraries to provide meaningful journeys.
Crafting Journeys, Not Just Bookings
AI-enhanced booking engines can process travel transactions efficiently, but travel planning is an engaging process that involves so much more.
We live in an age where a few clicks can get us a flight ticket or a hotel reservation. These AI-enhanced booking engines have undoubtedly revolutionized travel, making transactions more efficient. But let’s be real: is travel really just a transaction?
Travel is personal. Being a travel advisor is like being a storyteller. With every client interaction, you’re drawing out chapters of your client’s dream journey.
As a knowledgeable and skilled travel advisor, you ask probing, open-ended questions and practice active-listening skills. After empathizing with your clients, you create a customized itinerary for them.
Active listening skills are your superpower. As clients narrate tales of their past trips, their likes and dislikes, you’re mentally creating a unique experience tailored just for them.
Summing Up
As the world increasingly turns digital, and AI continues to permeate our daily lives, it’s crucial to recognize the irreplaceable human element, especially in an industry as personal as travel. Travel advisors are the bridge between the traveler’s dream and its realization.
While AI can give us the convenience of quick bookings, it’s the human touch – the ability to craft a story rather than just book a trip – that truly makes the difference. Travel advisors paint on a canvas that will be filled with memories, experiences, and dreams come true.
AI is not the enemy here; it is a tool. With AI, travel advisors can quickly sift through mountains of data, be it flight prices, hotel reviews, or trending destinations. It can help predict peak travel times, offer alternative experiences, and even help to manage bookings more efficiently. That leaves travel advisors free to do what they do best: connect with their clients.
Travel advisors bring insight, expertise, and heart to the table. Travel is about human experiences. AI certainly has its merits, but it can’t replace the soul of the travel industry — the travel advisor.