Artificial intelligence is slowly creeping its way into many industries. From e-commerce to professional services and even call centres, AI is on its way and shows no signs of slowing down.
The rate of adoption of AI in travel has grown exceptionally fast. In 2022, only 4% of companies in the Skift Travel 200 mentioned a form of AI in their annual reports. As of 2024, that figure looks more like 35% - a substantial increase. Additionally, the Association of British Travel Agents reported that the proportion of people using AI to help with their holiday ideas stood at 8%; an increase of 4% over the year prior.
This may make some travel agents fearful. However, we at SystemsX, the creator of Bridge, an automation tool built for travel agents, believe that AI holds major potential for agencies and planners to yield.
In this post, we look at how artificial intelligence can be used in travel, highlighting its potential benefits and shortcomings to ease your concerns.
How is AI Used in Travel?
Artificial intelligence can be used by both travellers and travel agencies to streamline planning and reduce repetitive tasks.
For Customers
From a customer’s perspective, artificial intelligence can be useful when planning travel. Tools such as ChatGPT, Perplexity, and even Google’s AI Mode provide users with detailed analyses and breakdowns of their travel intentions, helping them develop highly personalised plans in just a few minutes.
In this case, AI tools act as a customer’s own personal travel assistant, handling tasks ranging from itinerary planning and scheduling to even providing accurate translations of the destination’s main language.
For Agencies
Travel agencies are more than holidaymakers. They’re a powerhouse of data, connectivity, and personalisation.
For travel agents, AI primarily benefits by optimising and automating repetitive workflows.
Often, travel agents have access to a wealth of information when advising a customer on their holiday. Balancing this with administrative tasks can be a major burden. To which, AI tools handle a variety of responsibilities to streamline day-to-day work, such as:
Connecting destination and booking information to local experts
Validating and flagging incomplete or conflicting information
Scaling and adapting to a variety of suppliers
All of this takes place behind the scenes so that travel agents can do what they do best: making customers happy.
Empowering Travel Agents: ‘Bridge’ By SystemsX
Bridge is our automation software that’s built for forward-thinking travel agents. While there is and always will be levels of scepticism in the travel industry, especially over AI, our software has a clear purpose: to make travel agents better, not replace them.
With Bridge, travel agents can automate a variety of mundane tasks in their day-to-day, whether it’s cross-referencing booking information between the destination and travel coordinator, or connecting disparate systems to act harmoniously - Bridge is your all-in-one automation solution for the travel industry.
By freeing agents from menial tasks, Bridge grants them greater flexibility and confidence to interact with their customers and continue providing high-quality service.
The Shortcomings of AI in Travel
Travel agents help people explore the globe in ways that suit their preferences, while also adding the unquantifiable element: the human touch.
ChatGPT can help holidaymakers create extremely detailed itineraries. It can’t, however, urgently sort out an issue with a hotel room, or have the foresight to book an accessible room that accommodates all travellers.
Another element that AI cannot and will never be able to truly replicate is experience. Although generative AI tools can aggregate large amounts of data from others and, therefore, make recommendations, the weight behind such recommendations will never be as heavy as those received from a human with demonstrable experience in the industry.
So, Will AI Take Over Travel Agents?
Although the growth of AI may make some travel agents nervous, it’s worth remembering that AI is just one of many ways the industry has been challenged in the past.
In the late 1990s, alongside the infamous .com bubble, online travel agencies (OTAs) began to emerge, allowing customers to take full ownership of their travel plans without interacting with a representative.
While this did cause some disruption to the industry, by 2012, much of the dust had settled. This resulted in travel providers adapting to this new environment and working with the changes, rather than against them.
Just as it has unfolded in the past, if history were to repeat itself, travel agents show no signs of becoming extinct. If anything, AI promises to make travel agents even more desirable. Without the need to handle repetitive tasks, travel agents can focus more on what they truly excel at.
Elevate Your Travel Agency
Just like with advances that have come before, the companies that truly excel with AI are ultimately the ones who welcome it.
If you’re looking to take the administrative burden off your travel agents, Bridge is here to help. Bridge helps manage the gap between service advisors and customers, freeing them from the work they didn’t sign up for and allowing them to play to their strengths.
To arrange a demo, get in touch with our friendly team today.
