AI Utilization Is Rising Amongst Travel Advisors

In a survey of greater than 200 journey advisors, carried out as a part of TravelAge West’s Need to Know analysis collection, 35% say they use AI every day and one other 23% a number of instances every week — up sharply from 2023, when simply 16% used AI and two-thirds (66%) had not tried it in any respect.

“I’m not surprised to see the daily jump in AI use among travel advisors,” stated Kristen Hancock, proprietor of Bright Life Travel Co. “I think we were all a little apprehensive about AI at first, but once advisors see how much time it can save on research, client communication and other behind-the-scenes tasks, it becomes a no-brainer.”

In truth, the survey does level to continued concern over AI, with 45% of respondents saying they consider AI-powered OTAs or AI-powered journey brokers might affect the necessity for journey advisors sooner or later. This is up from 38% in 2023.

However, this concern might stem from extra familiarity with AI’s immense potential, as 58% at the moment are both “very” or “somewhat” comfy integrating AI into their enterprise. Most advisors use AI for itinerary creation and journey proposals; adopted intently by web site/social media creation; and advertising and marketing and lead era (together with e-mail or publication writing).

I feel the shift towards consolation with AI displays a rising understanding that it’s not right here to exchange us, however as an alternative it’s right here to help us.

“I think the shift toward comfort with AI reflects a growing understanding that it’s not here to replace us, but instead it’s here to support us,” Hancock stated. “For me, it’s become a true assistant, helping streamline everything from content creation to financial planning. That allows me to stay focused on the human side of travel planning and leading my team.”

Looking forward, 73% of brokers say they’re both “very” or “somewhat” more likely to enhance their use of AI within the subsequent 12 months — a putting distinction to 2023, when greater than half (56%) stated that they had no plans to make use of the know-how in any respect.

“I started using AI consistently about a year ago, and now it’s part of my daily workflow,” Hancock stated. “The more you use it, the more you realize its potential. It has helped me work smarter and serve clients with more precision. It’s also helped me to have a landing place for all the ideas that I want to come back to.”

Another distinction from earlier analysis is expounded to purchasers’ use of AI. In 2023, solely 7% stated their clients had requested them about AI for journey planning. Today, 42% say purchasers are doing AI analysis in some capability.

One factor that has not modified is journey advisors’ want for extra training about AI. In 2023, 73% of advisors needed to be taught extra about AI; at the moment, that quantity is 70%.

Despite this curiosity, 80% of advisors say they haven’t any plans to pursue AI coaching.

“The numbers about wanting more education really resonate with me,” Hancock stated. “Most advisors I know are curious about AI but unsure where to start or how to apply it efficiently. I get excited when I talk to other advisors about the different ways we have been able to use it in our business. I would love to see more industry-specific training because, when used intentionally, it can truly elevate the client experience.”

Most advisors I do know are interested in AI however not sure the place to begin or the best way to apply it effectively.

According to the analysis, the most important problem advisors have with utilizing AI is studying the best way to use the instruments successfully.

“These numbers show that AI is already reshaping how advisors work,” stated David Shull, CEO and co-founder of journey know-how supplier Tern. “But the fact that so many want more education, while so few have training in place, tells us something important: The real opportunity is in AI that integrates so naturally into daily workflows that it feels like second nature. At Tern, our mission is to make AI that eliminates invisible work so advisors can focus entirely on delivering extraordinary client experiences.”