A 2025 McKinsey report on the future of travel warns that up to 40% of tasks currently performed by travel agencies—such as itinerary planning, booking management, and customer service—could be automated by artificial intelligence within the next five years. The report, titled 'The Future of Travel: AI and the New Consumer,' emphasizes that agencies must invest in AI tools to remain competitive.
Industry experts note that AI-powered chatbots and recommendation engines are already handling routine inquiries, allowing human agents to focus on complex, high-value services like crisis management and personalized luxury travel. However, a 2026 survey by the American Society of Travel Advisors (ASTA) found that only 28% of small agencies have adopted AI tools, compared to 72% of large firms.
Jean-Pierre Morel, CEO of the French travel agency network Selectour, stated in a March 2026 interview with Le Monde: 'AI is not a threat but an opportunity. Agencies that fail to integrate it will disappear within a decade.' The European Travel Agents' and Tour Operators' Association (ECTAA) has launched a training program to help members upskill in AI.
Critics argue that over-reliance on AI could erode the personal touch that distinguishes travel agencies from online booking platforms. A 2025 study by the University of Surrey found that 65% of travelers still prefer human interaction for complex trips, suggesting a hybrid model may prevail.
