Technology disruptions are not new to travel agents, notes Skift. But some fear that AI is a new and most dangerous threat yet.
Not so, says the report, quoting the American Society of Travel Advisors. “Personalization is at the core of the shift from travel agent to travel advisor.” To adapt, it says agents must move away from a ‘transactional’ relationship with their clients.
It notes a TTC survey finding that 43 per cent of travellers were willing to pay more for a personalized experience. Meanwhile, TourRadar, an online marketplace and booking platform for travel agents, saw personalized bookings increase from 12 per cent in 2022, to 15 per cent so far this year.
Rather than fear chatbot technology, the report says advisors must learn to embrace and use it to their advantage.
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