Travel Advisors Make Gains Despite AI's Growth, but How Long Can It Last?

Between Internet searches, DMO websites, guidebooks, and AI, travelers have plenty of options to plan their own vacations. Nevertheless, travel advisors remain an integral part of the process.

A 2025 study from MMGY Global, a traveling and tourism marketing agency, found two-thirds of Americans expecting to use a travel advisor in the next two years. Additionally, a report from Phocuswright discovered that travelers who work with advisors are typically older and wealthier than the average traveler. Specifically, more than three quarters of clients are over 40 years old, with 44% older than 55. Six in 10 clients have an annual income of $100,000 or more.

Simon Press, Managing Director International at Fairfest Media, which operates WTE Miami, a travel trade show that just concluded, isn’t surprised by the results. He said travelers are seeking authentic experiences and trustworthy advice, where humans still hold the edge over technology.

“Clients don't stay for the price, they stay for judgment. And that's what the travel advisor delivers,” Press told Inspired Insights before the annual travel tradeshow. “A booking site can show thousands of hotels, but it can't tell you which room faces the construction site, or which transfer company won't show up on time.”

Broadly speaking, travel agents and advisors fell out of the favor in the U.S. due to DIY travelers. Yet they have always remained popular in Europe and Australia. Now they are making a comeback here, with many specializing on creating personalized itineraries at well-known destinations such as Walt Disney World and Universal Studios Resort in Europe.

WTE Miami covered topics for travel advisors to build business and connections. Photo Credit: WTE Miami

Advisors have the edge over AI because they can gain first-hand knowledge by taking FAM trips and building relationships with DMO staff, according to Press. In many cases, advisors can steer clients toward discounts on hotel rooms and activities.

“Everyone understands the power of technology and the use of AI, booking tools and search, and all the rest of it,” said Press. “But at the end of the day, I think there is that desire that people want to actually still want to speak to somebody and get that personal viewpoint.”

Responding to that need, WTE Miami created pathways for advisors at the event to learn the tools to generate business in the future. More than 20 sessions were geared toward helping advisors grow their business, including one on using AI as an assistant for your travel agency. “Every hour AI saves for advisor allows them to be helping more clients,” notes Press.

Karen Ring, senior director of marketing at Sabre Corp, encouraged advisors to adopt AI or risk falling behind: “The window to get ahead on AI is closing fast. Travelers aren’t waiting for the industry to figure it out. They’re already planning trips with conversational AI assistants, and they want to go right through to booking and payment without leaving the chat. The conversation is becoming the storefront. But a perfect trip that can’t be booked is just a wish list. The winners will be the companies whose AI is connected to real, live travel content, and who pair it with the human expertise that travelers still value.”

Press said advisors can maintain their edge by taking information and dispelling in a way travelers appreciate. “Anyone can recite the beaches and the hotels. The advisor who sells knowing exactly what the client wants,” he said.

Trevor Sookraj, founder of Trevor's Tech Talk and co-instructor of the MPI Micro-Certificate: AI for Travel Professionals, said feeding that knowledge into AI will give advisor’s a leg up. “The travel professionals getting the most out of AI are the ones who give it what they already know: their past itineraries, supplier contracts and client notes. This helps AI work from their own process, and stops them from starting from scratch with every prompt.”

Advisors certainly have a chance to capitalize on the market. MMGY finds U.S. travelers expect to spend $11,808 on international vacations during the next 12 months, and are planning an average of 2.7 international vacations over the next two years. Gen Xers and Boomers, show stronger interest in specific activities such as food experiences, cultural sites and guided tours, all of which advisors can handle the logistics for.

“The travel advisor landscape is evolving quickly, and what's exciting is the number of opportunities available to advisors today," said Shayna Zand, managing director of Host Agency Reviews. "From host agencies and franchises to new technology and business tools, advisors have more options than ever to build a business that works for them. But with so many choices, it's increasingly important to understand what you're signing up for, ask the right questions, and find the partners and tools that truly support your long-term success.”

Photo Credit: WTE Miami