Nearly half of travel agents concerned over AI replacing their roles – RateHawk global study

GLOBAL – With generative AI becoming increasingly popular among travelers for planning and managing trips, many travel agents fear they may be left behind or lose clients.

A recent global study conducted by RateHawk, a leading B2B platform for booking hotels, flights, and other travel services, reveals that nearly half of travel agents worry about competition from AI potentially replacing their roles in the future.

To mark World Tourism Day, RateHawk’s study explores travel agents’ attitudes toward AI and shares perspectives on blending innovation with the irreplaceable human touch in the industry.

The research surveyed more than 1,300 travel professionals across Europe, North America, Latin America, Asia, and the GCC region.

Globally, opinions on AI’s impact on travel agents vary significantly. While 56% believe AI will not replace them, 44% see this as a real possibility.

This sentiment is stronger in Asia and GCC, where 60% and 55% respectively consider AI a potential substitute.

Conversely, 58% in Europe and 55% in Latin America disagree with this. North American agents are the most skeptical, with only 20% thinking AI could take over their roles.

Interestingly, despite concerns, the study found heightened interest in AI personalization tools among agents, especially in the US and Canada, where 45% are eager to adopt new AI solutions to improve efficiency.

Astrid Kastberg, Managing Director of RateHawk, emphasised that while the travel industry faced disruptions worth US$10.9 trillion in 2024 globally, technology and human expertise are complementary.

 “The rise of generative AI increases demand for personalized experiences, with more than half of younger travelers wanting guidance from trusted travel advisors,” Kastberg said.

The study also revealed that less experienced professionals (under three years) are more likely to fear AI replacement (51%), compared to 40% of those with over 15 years’ experience.

RateHawk is committed to supporting travel agents by developing AI-powered tools that empower professionals behind the scenes, streamlining tasks like rate matching, content management, hotel search, automated chatbots, and voice assistants.

These tools ensure booking security while enhancing service efficiency.

Kastberg concluded that the future of travel lies in a harmonious blend of human knowledge and AI innovation, with one in three agents willing to increase AI use. This approach supports travel professionals in maintaining their indispensable roles amid evolving client expectations.

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