MORE than half of Aussies doubt the importance of the human touch in travel planning, according to a new report by Boston Consulting Group (BCG).
The survey found that developed nations like Australia, the US and the UK were the least enamoured with human-advised travel planning, well behind developing countries like China, which had 80% of its respondents endorse human advice.
BCG’s startling finding was revealed as part of a deep dive into how AI is being used by travellers globally, with the study suggesting generative AI represents an “existential threat” to travel companies, as AI-driven search platforms take on a more active role in directing users to relevant travel offers.
The report predicted that travellers will increasingly adopt AI agents over the next 15 years, which will provide users with itinerary recommendations through to completed bookings.
Over time, users will then look to leverage AI agent findings through social media to enter what is called the “imagination and inspiration phase”, with social interactions and likes to shape how AI-powered agents facilitate travel bookings directly within the social platforms themselves.
A recommendation put forward by the study is for travel agencies to create their own AI agents to remain relevant in the face of the rapidly changing landscape.
However, in what may be a reprieve for human agents, the report found a positive link between countries that consider AI valuable in travel planning, and a higher need for human advice.
The relationship suggests that smart AI integration through a hybrid human approach may best suit evolving travellers’ needs.
Aussies are behind all but Germany in using AI tools in travel planning, the study said. AB
