Study Reveals North American Travel Agents at Forefront of AI Adoption Despite Job Replacement Worries

As AI tools gain traction in trip planning, travel advisors are divided on their future. Research from RateHawk, surveying over 1,300 travel professionals globally, revealed that 44% believe AI could replace them. North American agents, however, show the highest willingness to adopt AI (45%), while only 20% fear job displacement. In Asia, 60% see AI as a threat, while in Europe and Latin America, 58% and 55% do not perceive it as a risk, respectively. As the global travel industry evolves, valued at $10.9 trillion, more travelers—40% having used AI—demand personalized experiences. Interestingly, younger travelers increasingly prefer the guidance of human agents. RateHawk’s managing director, Astrid Kastberg, emphasized that integrating AI can enhance agent services, making them more efficient and competitive. Ultimately, for travel advisors, blending human expertise with tech innovation ensures their indispensable role amid rising client expectations and industry challenges.

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