Relevance of Advisors Stronger Than Ever as ChatGPT Takes a Step Back

Artificial intelligence is rapidly reshaping how travellers research and plan trips, but new developments around ChatGPT suggest as hard as it may try, AI absolutely cannot and will not replace a travel advisor.

Late last year, OpenAI – the artificial intelligence research organization behind ChatGPT and other AI tools, had been testing a new feature it called “instant checkout,” which would allow users to purchase items online, including travel experiences. Think of it as a shopper looking for a great pair of sneakers and hitting click to purchase, or in this case, a potential traveller turning to ChatGPT to find inspiration and information and then given an option to purchase the trip on the spot.

However, last week, the company took a step back from allowing users to complete travel bookings directly within the platform, shifting instead toward a model where AI helps travellers plan trips and then directs them to third-party platforms to finalize the purchase. Most certainly, a large reason for this decision is the lack of a safe and extensive infrastructure that’s needed to process the transactions.

OTAs like Expedia could see a boost from this, but what does this mean for travel advisors? The shift may actually reinforce your role rather than diminish it.

“This reaffirms what we’ve always known, real travel expertise, personal touch, and human connections can never be replaced by a bot,” said Trevello CEO Zeina Gedeon in a social media post about the rollback. “Our industry is alive and thriving! Let’s keep delivering the trust, care, and expertise that only a true travel professional can provide.”

In the first-ever TMR Outlook on A.I. Trends in the industry, over 75% of the advisors said that they have used A.I. tools at some point in their work. Of this, over half use A.I. tools regularly. Fifteen percent of the advisors said that while they don’t use A.I. tools currently, they do plan to use them in the future. Only 9% of the advisors said that they don’t intend to use A.I. tools at all.

Two-thirds of the advisors are confident that A.I. has helped or will help their businesses become more efficient and also improve client experience. Content creation (65%) and trip research (52%) are the most effective A.I. features according to advisors and nearly 80% of the advisors said that A.I. had significantly improved their workflow and productivity.

Advisors continue to provide value through expert curation, supplier relationships and personalized service, particularly for multi-destination trips, group travel, luxury experiences and special-interest journeys. They also provide accurate quotes – something that AI can flub.

“I have so many clients said they got quotes or itineraries suggestions from ChatGPT and it was waaayy off, so the clients agreed with my advice and went with my recommendations,” said Wendy Sung of Kayton Travel. “Let’s Just say ChatGPT was out to lunch. Low balled the pricing and promising the moon!”

Advisors also remain an important resource when unexpected disruptions occur, providing that personalization that is key.

“It reaffirms that in any business as much as moving with technology is crucial, the power of relationships far exceeds that,” ACV’s Director of Sales Erminia Gallina added.