Right here’s Their Wishlist for Making It Higher

China’s journey companies are embracing synthetic intelligence at a speedy tempo, however not with out reservations.

A new Dragon Trail Research survey of 280 outbound journey brokers, releasing Wednesday, reveals that 82% of respondents already use AI of their each day operations. But many say the instruments nonetheless lack the precision and nuance wanted to totally meet expectations.

Agents mentioned they largely depend on AI for itinerary planning, translation, content material options, digital journey assistants, and customer support. AI can be getting used to handle bookings and buyer information. Tasks like translating menus or suggesting native transport choices are serving to workers deal with what vacationers more and more demand: personalised service.

Where AI Still Misses the Mark

Despite its widespread use, brokers level to a number of areas the place AI falls quick. Translation instruments, as an illustration, usually misread dialects or fail to seize tone and context. That could be a downside when speaking nuanced journey data.

“It would be even better if the system could intelligently tag and tally every place a guest has already visited, then automatically filter those out when making new recommendations – no repeats, just fresh ideas,” one agent mentioned within the report.

Itinerary planners, one other common use case, are seen as too inflexible. Agents mentioned they need extra weather-aware options and itinerary suggestions which are tailor-made, not simply cookie-cutter templates.

For the 18% of companies that haven’t but adopted AI, the hesitation is tied to performance. Over half of non-users mentioned they need higher translation and extra clever customer support instruments earlier than making the leap. Many are ready for the know-how to mature earlier than committing.

Outbound Travel Rebounds, Cautiously

The report additionally gives a pulse examine on China’s outbound journey market, which continues its gradual rebound following the pandemic.

More than 60% of brokers mentioned enterprise thus far in 2025 has improved in comparison with final yr. But the optimism is tempered as 17% reported that situations have change into tougher. The causes? Economic instability, international conflicts, and a widening hole between traveler calls for and what smaller companies can ship.

A noticeable development this yr is the elevated deal with older vacationers. In the July survey, 23% of brokers mentioned they had been promoting to the senior market, up from 14% in January.

While East Asia and Western Europe are the highest two sub-regions with essentially the most journey companies promoting excursions and the most effective gross sales efficiency, Central Asia and a few lesser-known South American international locations are drawing consideration for these searching for one thing completely different.

Europe Is a Top Seller, But Engagement Lags

Interest in European journey is clearly rising. Agents now rank Western Europe simply behind East Asia for each product availability and gross sales efficiency. France, the UK, Switzerland, Iceland, and Italy are seen as providing essentially the most potential.

Yet, the advertising doesn’t all the time match the curiosity. Only 35% of surveyed brokers mentioned that they had attended any promotional occasions for European locations up to now two years, and all of these had been for Western European international locations.

Agents are asking for extra assist. They need up-to-date supplies on cultural and historic sights, security, transportation, and native customs. Since Chinese vacationers have a tendency to go to a number of international locations on one journey, multi-country itineraries are in increased demand than single-country ones.

The shoppers touring to Europe are youthful, largely these born within the Nineteen Nineties and 2000s. Couples and households with mid-range budgets dominate, and most need personalized or unbiased journey choices fairly than group excursions.

Personalization Isn’t a Bonus, It’s Expected

The most defining shift in China’s outbound journey market is the demand for personalization. The period of one-size-fits-all journey is over.

Agents say vacationers now need experience-driven, personalized journeys. Study excursions, themed itineraries, and off-the-beaten-path locations are considered as development areas.

But that is placing a pressure on smaller companies, which can lack the instruments or workers to maintain up with such fragmented preferences.

The development towards personalization is most seen within the kinds of journey being bought.

Small group excursions, usually for 10 to twenty folks, have change into essentially the most generally bought and best-performing product. Family journey and high-end personalized packages are additionally sturdy sellers. Gen-Z and prosperous vacationers, specifically, are driving this shift towards tailored experiences.