The winds of change, stirred by everything from global health crises to the quest for hyper-personalized travel, have many travel agents feeling uneasy about AI in travel industry and its rising influence. According to a recent global survey by RateHawk, a B2B travel platform, opinions are definitely mixed.
While some see exciting opportunities for increased efficiency, many worry about being left behind. The study, released on World Tourism Day, reveals that nearly half – 44% – of travel pros see AI in travel as a potential threat, concerned it could replace the human element so vital to crafting memorable, custom trips.
Still, even as the sector ramps up AI adoption – with projections showing AI-driven platforms handling $78 billion in revenue by 2026 – there’s a brighter side. Specifically, North America appears to be embracing AI as a partner, not a competitor. The ability to use AI tools for ultra-personalized recommendations and trend prediction is reshaping aspects like hotel selection and eco-tour design. The real question becomes, “How do we adapt?” instead of simply, “Will AI replace us?”
Geo Divide: Pessimism Peaks in Asia and the Gulf
The RateHawk survey, encompassing travel professionals across key regions, emphasizes geography as a key factor shaping AI perceptions. Across Asia, for instance, the intersection of rapid technological progress and intense market rivalry results in 60% of respondents feeling pessimistic. They view AI in travel primarily as a job eliminator. The Gulf Cooperation Council (GCC) countries aren’t far behind at 55%, potentially reflecting anxieties concerning AI disrupting luxury travel services common in places such as Dubai and Riyadh.
However, in Europe, we see that 58% of agents dismiss those fears. The same can be said about Latin America, where 55% share their optimism. Here, AI in travel tends to be regarded as an enhancer to experiences focused on sustainability and culture – imagine AI-powered chatbots that are able to curate unique hiking routes in the Alps or Andes. As Deloitte’s 2025 Travel Outlook points out, AI’s contributions to “mega micro merchandising”—fine-tuning offers at the most individual levels—boosts agent confidence by freeing them up to emphasize valuable storytelling rather than tedious, repetitive tasks.
North America: From Skeptics to Leading Innovators
Now, consider North America: the survey’s interesting exception. Just 20% of agents in the U.S. and Canada think AI could replace them, which signals a more practical adoption of the technology. It’s not denial; it’s a deliberate approach. A substantial 45% of respondents are quite interested in AI-driven personalization tools, ahead of other regions. Picture algorithms that analyze traveler information and then suggest a wine tour through Napa Valley, even adjusting for things like flight delays and preferences for particular foods – tools making agents incredibly efficient and helpful.
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This excitement aligns with broader developments. American Express’s 2025 Global Travel Trends Report noted 40% of travelers are already utilizing generative AI to receive recommendations, with North Americans especially keen on using AI for budgeting and translation help. As McKinsey observes, agentic AI—independent systems that can handle complex planning—is transforming travel, yet human supervision is still crucial for assuring trust and providing those important contextual nuances.
Experience Gap: Youth vs. Veterans in the AI Landscape
Years of experience contribute another layer to the apprehension. Junior agents, those with under three years in the industry, are twice as likely to worry – 51% believe AI could take over, possibly impacted by news reports highlighting the automating of roles like initial itinerary building. On the other hand, veterans, having over 15 years of knowledge, feel more assured at 40%, confident that their established relationships, instinctive understanding, and abilities for handling crises (think of events such as volcanic ash disrupting flights) aren’t easily replicated by code.
This generational divide mirrors what’s occurring throughout the travel business. Phocuswright’s 2025 Innovation Trends report indicates a significant increase – 700% – in AI-driven search overviews related to travel inquiries, putting pressure on new agents to improve their tech skills while experienced agents take advantage of AI to usher in what some analysts refer to as the “agentic era”—where technology expands, not eliminates, existing expertise.
Beyond the Hype: AI as Travel’s Co-Pilot, Not Captain
The data reveals a nuanced reality: AI is evolving into a supportive element for travel professionals rather than a complete replacement for them. Doom-scrolling seems almost inevitable, yet a recent survey highlights an interesting point: globally, a significant 56% still view AI in travel favorably. The reason? They see it as a net positive for streamlining workflows—essentially, freeing up time for the client relationships that, frankly, algorithms just can’t mimic. In the travel sector, with its projected boom in “bleisure” travel and a growing emphasis on responsible tourism, AI’s potential as a co-pilot is considerable. It could, for instance, predict trends, optimize revenue streams, and enable personalized experiences at a scale previously unimaginable, as Snowflake’s 2025 hospitality workforce management predictions suggest.
As one agent, preferring anonymity, put it rather succinctly: “AI handles the spreadsheets; I handle the stories.” That balance—that division of labor—may very well define survival in 2025. For travel professionals across the globe, the message is straightforward: adapt, or risk being left behind. However, for those willing to adapt? The future looks brighter than ever before.