Megan Markovci, CTC
Having been in the travel industry for almost 10 years, I have been around for Zika, tainted alcohol in destinations, natural disasters, government (within the United States) and local (throughout Europe) strikes, and of course global pandemics. These various events of all shapes and sizes required the everyday travel advisor to pivot or adjust in order to stay afloat and be successful. Travel Pulse recognized that up to 70% of travel agencies were in danger of closing their doors in 2020 (Christoff). Because of this, one of the most valuable traits that a travel agency or an advisor can have is adaptability.
As a travel agency that specialized in honeymoons and babymoons, when Zika was at a peak it was imperative to familiarize ourselves with destinations that were Zika-free. That way the portfolio of destinations that we would offer were diverse enough to still attract and confidently book clients to alternative vacation spots. Because of this, we were able to position ourselves with our clients and on social media as not only offering “sun and fun” destinations. Nowadays, we can anticipate airlines or train services going on strike multiple times throughout the summer. Because of this, we had to become experts at how to quickly and efficiently modify flights or rebook trains. It also made us better moving forward with types of tickets we would offer such as only changeable or exchangeable options along with which train companies were most helpful when strikes were announced. In a post-Covid world, the suppliers we work with and our process for leads have dramatically changed. Companies that had shorter hold times, provided quick refunds or flexible policies became much more attractive to work with when times got difficult. The travel advisor also has had to evolve based on social media. From Facebook to Instagram, Pinterest and now TikTok; to survive and gain a competitive advantage in this fierce industry, having a strategy to promote yourself on the newest social media platform and fast is the edge you need to continue to grow and have success in the ever-changing travel world. Personally, I had quickly jumped on the TikTok trend to film the journey of planning my own destination wedding, which garnered numerous leads and has continued to do so for the past two years.
The latest evolution of change is in the form of Artificial Intelligence or “AI”. According to Forbes, the third most popular use of AI is planning travel itineraries, with 38% of those utilizing AI (Hahn). In another study of an Accenture survey with over 18,000 consumers, 80% of travelers are using AI tools for travel purposes (Travala). Agents will not be able to compete with AI on speed or regular itinerary creation. But the strongest differentiators between travel advisors and AI combine accountability, expertise and relationships. Instead of going against AI, because it will not be going anywhere, there are five ways that myself and our team have adapted due to AI. It is extremely important to advertise our differences to our clients compared to AI while making sure to truly be an expert in what we are selling. Our mantras when facing AI are:
1. We provide what AI can not
2. We are advisors, not only a reservation service
3. We exude confidence, not only information
4. We are the ultimate problem solver
5. We utilize AI to become more efficient
We Provide What AI Can not
Due to the nature of AI, honeymooners can now issue a prompt to AI that asks “where is the best place for a young couple to stay on a honeymoon in Maui” and receive recommendations in a blink of an eye. But how can you set yourself apart from AI when information is at our clients’ fingertips now quicker than ever? As an advisor we need to show our values in other areas that will set us apart from AI. For our team, this is manifesting in a few ways: providing upgrades when staying at preferred hotels, access to special amenities like free breakfast or early check-in, exclusive rates to select properties and lastly, promos on select excursions. These value add-ons may come from supplier relationships, consortia perks, redeeming points with brands or more. We can leverage the relationships that we have built within the industry to be able to provide these bonus amenities to our clients. One way our office has done this is to have a “Supplier of the Month” where we promote a partner in return for a booking incentive for that month.
Outside of those added incentives, it is important that we emphasize the ability to meet face to face (or talk on the phone) with clients. The first thing I train our advisors to do when responding to a lead is to set up a time to chat on phone with them. We are human, and there are clients that will always value working and speaking with humans. While we can still anticipate clients using AI at the start of their vacation search, we trust our ability to close a sale in person or while on the phone. Similarly, we have introduced a booking platform on our website to make in-person appointments. Outside of our storefront we have a sign welcoming walk-ins. We also encourage appointments for existing clients to come in to pick up documents before their travel, that way we can have another touchpoint and to answer any final questions. For clients that do not live local to our office, we now push for a final phone call to chat through the details of their trip from start to finish. Depending on the supplier we have partnered with for a given itinerary, we will also request a three way phone call with us, the clients and the supplier for that added assurance or expertise when helping our clients prepare for their departure date.
We Are Advisors, Not Only a Reservation Service
In our office, one of our common sayings is that we are in the relationship business and without our clients we wouldn’t be successful. Because of that, we remember clients airline preferences and have their Known Traveler Number and Frequent Flyer information inputted within our database. We remind clients when their passports are expiring so that they can renew before their next trip. We know the dietary restrictions that their children have or that the parents prefer smaller cruise ships. Since travelers can ask AI for restaurant recommendations, suggest their next destination, or plan an itinerary for them, our value comes from knowledge over time from the relationships we build with our clients.
Once we have that information from our clients, we can go a step further when making arrangements for them. AI is making the job of planning travel easier, but we can absolutely make travelling easier for our clients. Our team will always input TSA pre-check information, check that miles are being accrued, submit dietary restrictions right to resorts, select their preferred seat choices, assist with entry forms, travel visas being processed and more. It’s about remembering the small details and going the extra mile.
We Are the Ultimate Problem Solver
One of our biggest advantages against AI is accountability. Our role in handling disruptions for our clients is becoming more valuable as AI provides typical itinerary planning. AI can not be there for the client when things go wrong. AI is not able to provide customer service AI can not initiate resolutions for issues that arise during travel or at the conclusion of their trip. When flights are delayed, a hotel does not provide the room category that was booked, weather alters plans, the transfer driver does not show up to the designated location; a travel advisor is able to step in and be the problem solver. Our team has emphasized our customer service and reachability in order to position ourselves as competitively as possible. One way we have done this is by starting to use a travel planning app that includes a chat feature between us and our clients so that communication during their vacation is easier. Additionally, we now start the process of insurance claims on behalf of our clients when at all possible. This way, our clients are assured that we have their best interest even after travel has concluded. Lastly, to go back to being in the relationship business, we have contacts at nearly every tour operator, airline, DMC and hotelier that we are booking for our clients so that we are able to receive quick assistance on problems.
We Exude Confidence
As previously mentioned, when using AI you can receive more choices and possibilities in seconds. Because of that, researchers may be overwhelmed by their options. As a travel advisor we have the experience and expertise of having been to the destinations that we are specializing in. We have the confidence to say to our clients “I’ve been on both of these cruise lines, option B would best fit what your family is looking for. Here are some pictures from my recent trip!” Decision paralysis won’t be solved by using AI, but we can help. As an advisor, our power of persuasion is one of our greatest skills. Continuously taking courses on new destinations, experiencing new resorts firsthand and having clients travel to various countries can set us apart from AI. AI can not travel to the resort, try the food or walk down the aisle at a wedding venue, but we can! Because of this, a new policy that has been implemented in our office is to require every advisor to have 5 new course certifications each year so that we are always challenging ourselves and expanding our portfolios.
We Utilize AI to Become More Efficient
Our team recognizes the appeal that AI has and because of that, we use it as a productivity tool. We have used AI as a marketing tool, helping draft engaging material to post on social media. Other ways that AI can help our day to day is by drafting itineraries faster. Additionally, as a means for negotiation commissions, goals and marketing monies based on historical booking data. We use it to help make our internal processes easier.
Our team has tried to learn as much as we can about AI, which means figuring out how to show up when someone searches for a travel agency. Because of this, we have received destination weddings and general enquiry leads from clients using AI to find a travel expert! Staying up to date with an attractive website, issuing press releases, and utilizing social media has helped our digital footprint grow to show up within searches more frequently. Being a successful travel advisor is about embracing and adapting to change. A useful test we use to reflect on is: if AI can generate the same service in seconds, what added value is my business able to provide?
Due to the nature of our industry, our team understands the importance of creating an environment within our office where we feel supported and confident in our ability to succeed regardless of the next big thing that comes our way. By focusing on communication and consistency within our team we can make a significant difference in our ability to adapt to change. We set clear expectations of the roles and responsibilities that each member of our team has. We involve everyone in the process to allow input, suggest alternative solutions and create ownership. We clearly communicate the why behind what we are doing and lead by example.
Being a travel advisor in 2026 comes with some anxieties and uncertainties. When customers are investing thousands of dollars in travel, they don’t just need information. They need advocacy, experience, discernment and expertise. AI can build itineraries in seconds, but travel advisors get to know the traveler, their style, and helps to avoid costly mistakes. And if something goes wrong, your clients will always have a real person in your corner.
Works Cited:
Christoff, Janeen. “70 Percent of Travel Agencies Will Be out of Business without Federal Relief.” TravelPulse, TravelPulse US, 6 Aug. 2020, – www.travelpulse.com/news/agents/70-percent-of-travel-agencies-will-be-out-of-business-without-federal-relief
Haan, Katherine. “22 Top AI Statistics and Trends in 2024.” Forbes, 25 Apr. 2025,
www.forbes.com/advisor/business/ai-statistics/#3
“How Many Travelers Use AI for Booking? Key Insights for 2026.” Travala.com Blog, 23 Feb. 2026,
www.travala.com/blog/how-many-travelers-use-ai-for-booking-key-insights-for-2026/
