Travel agents are urged to adapt to AI developments to remain competitive.
- Ocean Holidays founder warns of the risks of falling behind in tech-savvy society.
- Despite AI’s rise, face-to-face interactions in travel bookings remain vital.
- AI is being used to streamline customer experiences in the travel industry.
- Balancing human interaction and technological advancement is key to future success.
In a rapidly evolving digital landscape, travel agents are being called upon to adapt and integrate technology, particularly artificial intelligence (AI), into their operations. This call to action was highlighted during a panel discussion at a prominent travel agency’s annual conference. Ocean Holidays founder, Harry Hastings, cautioned against complacency, urging agents to stay informed about data handling and AI advancements. He emphasised the necessity of understanding the technology, warning, “If you’re not engaged with it, you don’t know what data you’re sharing.”
Despite the increasing digitalisation, Hastings reassures that personal interaction still holds significant value in the travel industry. He believes that while customers are becoming more comfortable with technology, the desire for human engagement, especially for important trips, remains. He notes the industry’s resilience and the continued demand for personal connections, reflecting positively on retail travel’s future.
Carnival Cruise Line’s vice-president of international sales, Iain Baillie, shared insights on the practical applications of AI enhancements. Technologies such as facial recognition are already streamlining processes like embarkation and disembarkation, provided passengers consent. Baillie noted that effective implementation of AI can result in smoother and more intuitive passenger experiences.
Rob Scott, vice-president of sales, marketing and brand for P&O Cruises, advocated for the positive uses of AI that outweigh potential risks. He encouraged agents to exploit tools like ChatGPT and Google Gemini, paralleling their transformative impact to that of smartphones. Scott also reiterated the enduring need for agents, with face-to-face sales still constituting the majority of transactions.
Miriam Boote, managing director of a creative agency, highlighted the balance between human-centric experiences and technological integration. She anticipates that successful travel agencies will embody a “people-first” approach augmented by technological advances. Boote, along with Hastings, expressed concerns that society might be “sleepwalking” into these changes without adequate foresight or regulation.
Striking a balance between embracing AI and maintaining valuable human interactions will define the future success of travel agents.
