In travel, customer service is king, and AI is here to stay, and it can help travel agents wear the crown a little more comfortably. Artificial intelligence (AI) and automation are transforming how travel agencies handle day-to-day tasks and customer service—look at Travel Research Online’s Toby and Voyager Social. While some might worry that robots are about to take over the travel industry, rest assured, the human touch is still irreplaceable—AI is here to make your job easier. But, as I have cautioned in the past, it is a tool in the box, an arrow in the quiver, and NOT a replacement!
One of the most significant benefits AI offers is efficiency. If your client base is on board, AI-powered chatbots can handle customer inquiries like booking changes, frequently asked questions, and itinerary requests 24/7. No more waking up to an inbox full of urgent requests—you can let your AI assistant handle it while you sleep. This immediate response system helps maintain customer satisfaction without overwhelming your team. A word of caution here is that until Gen Z is firmly in the driver’s seat, not all clients will appreciate the automation—you should see me when I get an auto-bot on the phone!
But AI isn’t just about chatbots. Automation tools can streamline administrative tasks, from sending personalized travel offers to managing bookings. For example, imagine having an automated system that sends clients a customized offer for a Caribbean getaway just as the winter blues hit. That’s the magic of automation—it lets you stay one step ahead of your clients’ needs. I have used AI to help me generate topics for my newsletter for the entirety of 2025.
AI can also analyze data to help you better understand your customers. It can predict which destinations are trending, what experiences your clients are most likely to book, and even help you fine-tune your marketing strategies based on client behavior. The more you know about your clients, the better you can serve them. Try this: export some data from your CRM to a spreadsheet. Upload it to Chat GPT and ask it to analyze the data and provide the most profitable destinations. You may discover a new niche!
The trick to successfully leveraging AI is balance. While AI can handle repetitive, mundane tasks, the personal touches keep the clients coming back, and agencies in business. Use AI to your advantage, but always maintain that human connection, especially when crafting personalized itineraries or handling special requests.
Ultimately, AI and automation allow travel agents to work smarter, not harder. But use caution!
