Travel Agents Aren’t Going Anywhere – They’re Becoming More Essential
Every year, a new prediction circulates that travel agents are on the brink of extinction. Most recently, the usual doomsday narrative has been fuelled by the rapid rise of AI travel search. Ask a chatbot where to go for a “relaxing beach break with culture” and it will oblige with enthusiasm, lists, videos, average temperatures and possibly a recipe for paella if you get your prompts tangled. There’s no denying AI has raised the bar for inspiration . Customers can now explore possibilities instantly and visually, without leaving the sofa. That’s not a threat to agents, it’s just the new landscape. Where things get interesting is what happens next. Because choice doesn’t create clarity, it creates overwhelm . P eople don’t want more holiday options. They want the right one. This is where the agent’s role shifts, but absolutely does not diminish. Agents no longer need to spend hours sifting through brochures or loading endless package searches. AI can handle the broad filterin...