Despite all the media attention related to artificial intelligence (AI), the new technology has meant very little to travel advisors’ businesses so far.

According to a survey of more than 250 advisors, part of TravelAge West’s Need to Know series, 84% of agents do not currently use AI in their agencies and only 7% say their customers have asked them about AI for trip planning. Two-thirds (66%) have not even experimented with any of the AI platforms.

“These statistics show that there is significant untapped potential in the use of AI among travel advisors,” said Christine Vincent, business technology manager of North America for Travelsavers and NEST. “This presents an opportunity for forward-thinking travel agencies to harness the power of generative AI, distinguishing themselves by delivering unique online experiences.”

For those concerned about AI’s impact, I say ‘flip the narrative.’ See AI as your co-pilot, guiding you through the digital expanse, making every pit stop a story worth sharing.

All of the advisors using the technology are satisfied with the experience — 42% are very satisfied and 58% are somewhat satisfied. 

Most of the advisors (56%) who don’t currently use AI have no plans to use the technology in their business in the future. The most common reason for not using AI is the need to learn more about it (40%), followed by distrust of the platforms (21%).

“While there is a degree of apprehension regarding AI’s impact on the industry, it appears a large portion of respondents are curious and eager to learn more about AI,” Vincent said.

The long-term impact of AI is still uncertain for most advisors — 32% say it could pose a threat to advisor’s businesses, 25% think it will not and most (43%) say they don’t know yet.

Likewise, 38% of respondents think AI-powered online travel agencies or AI-powered travel agencies could impact the need for traditional travel advisors, while 17% say no and 45% say maybe.

Regardless of their current plans to use AI, nearly three-fourths (73%) of advisors want more education about the technology. However, 88% of agents have no plans to implement AI training programs for their staff. 

"The curious 73% is a testament — the future of travel lies not in fearing AI, but in understanding its wonders,” Vincent said. “For those concerned about AI’s impact, I say ‘flip the narrative.’ See AI as your co-pilot, guiding you through the digital expanse, making every pit stop a story worth sharing. Educate, innovate and elevate.”