New research suggests travel agents need to strengthen their on-line visibility and demonstrate the value of their expertise as AI increasingly draws travellers towards direct booking channels.
Propellic’s The State of AI Visibility for Travel study found that 70% of participants trusted AI recommendations more than traditional search results, rating their accuracy at 4.1 out of five. Only 5% said they did not trust AI recommendations.
The research shows AI directed 71% of participants towards travel operators’ direct booking channels rather than on-line travel agencies (OTAs), highlighting the potential for suppliers to capture more bookings without intermediaries.
For consultants, the report reinforces the importance of demonstrating what professional advice adds beyond information travellers can obtain from AI tools.
The findings suggest agents will need to consider how their products, expertise and customer feedback appear across the on-line sources AI uses to generate recommendations.
Travellers tended to trust local operators more than major brands, while established travel brands mentioned in AI responses could be perceived as paid placements, even when recommendations were organic. The study also found that reviews and photographs influenced accommodation preferences. ChatGPT was the most widely used AI tool in the study, accounting for 47% of participants’ usage, followed by Google Gemini at 22% and Google AI Mode at 20%.
. . . Packages
The study also found that not one participant looked for an existing tour or package when they asked AI to build a multi-day itinerary.
While this relates to the study rather than the wider travel sector, it raises questions whether AI-led planning is encouraging travellers to arrange trips independently.
This is especially interesting at a time when recent global events, from geopolitical to weather, have showcased the benefits of booking a tour or a cruise.
One industry observer says agents can respond to this gap in AI travel planning by highlighting the benefits of packaged travel such as coordinated arrangements, access to experiences and help when something goes wrong. Although 68% of participants preferred booking direct, the findings do not necessarily mean travellers no longer want expert advice. However, agents must make that advice a compelling reason to book through them. See the full report HERE.
