It was bound to happen. Artificial intelligence has moved from parlour trick to professional threat, and nowhere is the worry sharper than in the offices of travel agents. A new RateHawk global survey, released to mark World Tourism Day, reveals a striking statistic: 44% of travel agents fear AI will one day replace them. That’s nearly half of the world’s professionals peering at their desks and wondering whether the algorithm will be the one to issue boarding passes in years to come.
For the rest, the 56% AI is seen not as the Grim Reaper of professions but as a clever sidekick. RateHawk neatly points out that the divide depends mainly on where you live, how long you’ve been in the trade, and whether you see technology as a tool or a trespasser.
A world divided
Across continents, the results read like a geopolitical map of optimism and fear. In Asia and the Gulf Cooperation Council (GCC) states, 60% and 55% respectively accept AI as a real possibility for taking their jobs. Contrast that with Europe (58%) and Latin America (55%), where the prevailing attitude is, “Not likely, mate.”
RateHawk – Astrid Kastberg
North America, though, delivers the most sceptical shrug. Just 20% of agents there believe AI could shove them out of the picture. Perhaps it’s the entrepreneurial streak or the sheer number of tech toys already in the American office drawer, but U.S. and Canadian agents are not losing much sleep. Ironically, they are the keenest adopters of AI personalisation tools, with 45% already experimenting to streamline their daily grind.
A trillion-dollar backdrop
The stakes are enormous. The World Travel & Tourism Council (WTTC) valued the global travel industry at a staggering US$10.9 trillion in 2024. When the sector is this significant, even subtle shifts in technology adoption ripple through jobs and livelihoods.
In addition, Kantar’s findings show that 40% of travellers worldwide have already used AI to plan their trips, and 62% are open to trying it in the future. That’s not just a foot in the door for technology; it’s a tour bus pulling up to the curb.
And yet, despite the looming shadow of algorithms, there’s a curious counter-trend. More than half of younger travellers say they want a real person — a travel agent, an advisor, someone with a pulse to help them plan major journeys. A paradox? Not really. It’s a reminder that while AI can shuffle hotel options, only a human can say, “Trust me, skip the third night in Milan and add one in Florence.”
RateHawk’s position: ally, not enemy
No surprise then that Astrid Kastberg, Managing Director of RateHawk, has chosen diplomacy over doom:
“This year, World Tourism Day is dedicated to the sustainable transformation of our industry, making it the perfect moment to discuss the future of travel agents as an essential part of the ecosystem,” she said.
Her argument is straightforward. The rise of generative AI should not be viewed as a guillotine hovering above agents’ heads. Instead, it’s the scaffolding that allows them to climb higher. RateHawk itself is busily building AI-enhanced tools from intelligent rate matching and content management to automated chatbots and voice assistants, all designed to free up agents’ time for what machines can’t replicate: trust and empathy.
“We see the future of travel as a blend of human expertise and innovative technology,” Kastberg continued. “Our solutions empower agents to deliver more efficient, reliable, and competitive services to their clients.”
Age and experience tell another story.
Perhaps unsurprisingly, the report notes that newcomers to the trade who have been in the business for under three years are the most jittery. More than half (51%) suspect AI could oust them. Those who’ve survived 15 years or more are less inclined to flinch; only 40% share the fear. After all, if you’ve already weathered the arrival of online booking engines, meta-search platforms, and the collapse of the paper airline ticket, AI looks more like just another squall than the apocalypse.
Technology welcomed… cautiously.
To balance the picture, RateHawk reminds us that 92% of travel professionals are satisfied with their careers, which hardly indicates an industry in panic. But that doesn’t mean they aren’t crying out for help. Daily frustrations include the endless hunt for the best rates, fierce competition, and rising client expectations.
Here, technology isn’t seen as the executioner, but the saviour. Nearly 30% of agents would welcome more automation, advanced analytics, and mobile booking tools to cut through the drudgery. AI, if it behaves itself, might be the assistant that makes the profession more rewarding.
The final boarding call
So, is AI the enemy at the gate or a partner waiting in the lounge? The answer, much like travel itself, depends on perspective. For some, AI looms as an existential threat; for others, it’s a handy mate who knows where the cheapest hotel room is hiding.
The likely reality? AI will not replace the travel agent but reshape the role, shifting it from transaction processor to experience curator, ticket booker to trusted advisor. The machines may set the stage, but the humans still get the applause.
And for those 44% still worried about extinction, take heart. History shows the travel agent has survived every storm so far. As long as travellers crave more than an itinerary, the industry will always have room for the human touch.
By Soo James
