AI can’t do it alone: why travel advisors are more essential than ever

That “AI will accelerate the decline of travel advisors” makes for a sensational soundbite — but it absolutely misses the mark. 

The reality? The travel advisor industry is here to stay, even in this new era of AI. If anything, advisors have proven their value over the recent decades, but especially in today’s increasingly complex travel landscape. 

AI is everywhere. The hype is real — but so is the opportunity. 

AI excels at inspiration and acceleration. It can quickly propose multi-stop trip ideas, map efficient routes, summarize reviews, and surface destination trends — speeding up the “where to go” and “what to do” decisions. But travel isn’t just logistics — it’s deeply personal. It’s about aligning unique preferences, solving edge-case challenges, and crafting experiences that truly resonate. That’s where human expertise shines.

Think about the three critical phases of travel: planning, booking, and support. 

Planning: AI is strong at complex itinerary ideation, stringing together destinations, sights, and pacing. What it can’t do as well is translate inspiration into a bookable plan that fits a traveller's specific constraints (budgets, timing, accessibility, loyalty status, family needs) or weigh those subtle trade-offs that only come from advisor experience. 

Booking: This is where stitching together the travel components get hard. Coordinating air, hotel, rail, insurance, activities, and transfers across suppliers — and making them work together — is intricate. In hotels especially, selection is nuanced and highly personal: room types, bedding, view lines, on-site vibe, service culture, recognition for elites, special occasions, and property-level quirks. Advisors bring the discernment and relationships to get it right. 

Support: When plans change or crises hit, like weather, health, geopolitical events, advisors are the heroes. They advocate for travellers, navigate supplier policies, and resolve issues with empathy and speed in ways AI alone can’t match. 

Ultimately, AI accelerates discovery and options, and advisors are the ones that will orchestrate the details, optimize the value, and deliver the human judgment that turns a good trip into an unforgettable one. 

The latest stats tell us: 

• Sixty-five percent of tech investments in travel now go to AI.of tech investments in travel now go to AI.
• In 2025, 39% of U.S. travellers used generative AI for trip planning — nearly double the year prior.
• Seventy percent of tourism companies leverage AI for pricing and personalization. 

AI isn’t coming — it’s here. The question is: how can advisors harness it to stay competitive? 

At Expedia Travel Agent Affiliate Program (TAAP), we believe AI should enhance the human touch—not replace it. We’re building tools that make advisors more efficient and impactful, from AI-powered property Q&A and summarized guest reviews to personalized recommendations. Our Virtual Agent already resolves 60% of service queries automatically, saving time and improving client experience. 

And we’re just getting started. Our goal is to make Expedia TAAP a better-connected experience—integrating with the tools advisors already use and creating an ecosystem where AI feels like a trusted co-pilot. 

The future isn’t AI versus humans. It’s AI and humans working together to redefine travel. Advisors who embrace this technology, double down on expertise, and build authentic relationships will thrive. The next era of travel belongs to those who combine the best of both worlds.