The travel industry has survived major shake-ups and disruptions before, and artificial intelligence (AI) has the opportunity, and likelihood, to transform the travel industry in a similar fashion. Questions like “What agencies will survive the AI revolution?” or “Is there a continued need for travel advisors?” will continue to be asked. But like the dot.com revolution behind us, we see that there will always be a need for relationships in any sales industry. How you build those relationships may change; how you deliver value to your clients may change, but doing nothing is likely the worst option you can take to ensure your business not only survives but thrives.
Travelers have spent years shifting toward “bespoke,” meaning thoughtfully curated, deeply personal and intentionally unique “just-for-me” experiences. Advisors who embrace AI can deliver these elevated experiences faster, more precisely and with greater profitability than those relying solely on traditional research tools.
Building Smarter, More Personalized Itineraries with AI
The ability to translate a client’s preferences into custom itineraries is a genuine game-changer when it comes to excursions, building food tours, martini trails, photography safaris, LGBTQ-friendly experiences, architectural walks — the list is endless. Understanding your clients is still your job as the travel advisor, but using AI to bring their personalities, pace and budgets to life is where advisors can leverage AI and elevate clients' experiences to the next level.
Think of AI as your personal research assistant.
Providing real-time changes on an unexpected rainy day, for example, is one of AI’s greatest strengths. Ask it to adjust plans instantly in response to weather changes, unexpected closures, transportation strikes or shifting opening hours. It can generate impeccable “Plan B” options in seconds — positioning you as the calm, collected advisor who always has a contingency ready and keeping clients immersed in their destinations.
AI also enhances your authority. Just as before, you’ll still apply your expertise, judgment and safety awareness. But now, the hours you once spent combing through blogs, guides and reviews can be condensed into minutes — giving you more time for what matters: your clients.
Staying Relevant — and Increasing Revenue — in an AI World
If AI can do so much so quickly, where does that leave the advisor? In a powerful position, if they understand how to utilize AI and how it can enhance the client's experience.
Advisors already leveraging AI are using it to build commissionable touchpoints directly into clients’ custom itineraries. AI can help vet tour operators, restaurants, activities and transfers that clients are most likely to desire. When presenting itineraries, it becomes effortless to highlight enticing upgrades and add-ons — guided by utilizing clients' custom data rather than guesswork.
Picture this: You’re designing an AI-enhanced walking itinerary through Amsterdam. You already know your clients have a passion for history, great coffee and LGBTQ heritage. AI weaves these elements together into a one-of-a-kind route: a reflective stop at the Anne Frank House, an artsy canal-side café for an afternoon coffee and a meaningful visit to the Homomonument — the world’s first memorial commemorating LGBTQ people persecuted under the Nazi regime. Personal. Seamless. Unforgettable.
AI can also help you anticipate what clients are most likely to value — private transfers, spa packages, upgraded room categories, lounge access, premium shore excursions — and give you the confidence to recommend them, knowing the suggestions are backed by behavioral patterns and data.
What you’re really doing is turning AI into a repeat-client engine. Clients brag about these tailor-made experiences, and referrals follow. And because AI drastically reduces research time, you’re free to serve — and book — more clients.
Practical Ways Advisors Are Already Using AI
If you’re just beginning to integrate AI into your workflow, start with tools that offer immediate value:
- Custom walking tours
- Destination comparisons across price ranges
- Personalized packing lists
- “Know Before You Go” guides
- Cruise cabin selection based on motion sensitivity or noise
- Accessibility optimization for travelers with mobility needs
- Social-media content creation for marketing and client attraction
Using AI Ethically and Responsibly
No matter how powerful the tool is, your role as a professional remains essential. Avoid common pitfalls:
- Verify critical facts like hours, prices and locations.
- Never rely on AI for safety-critical guidance.
- Maintain ethical standards and protect client data.
- Be transparent — explain that AI enhances your process, not replaces your expertise.
The Advisors Who Embrace AI Will Win
Travel advisors who lean into AI aren’t just keeping up — they’re pulling ahead. They’re designing smarter itineraries, earning higher commissions and cultivating deeper, longer-lasting client relationships.
AI isn’t a threat to your profession. It’s the most efficient, adaptable, time-saving assistant you could ever ask for and one that helps you deliver the kind of intentional, personalized and imaginative travel planning today’s travelers crave.
Embrace it, and your business won’t just survive the next era of travel — it will thrive in it.
Cole Sjoholm
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