With Artificial Intelligence tools like ChatGPT on the rise, you might be wondering whether AI will put you out of a job.
According to Sam Patton, founder of digital travel marketing agency The Social Spider, the answer is no – at least, not yet.
Instead of seeing AI as a threat, Patton urges agents to see it as a tool. “Don’t ignore it, don’t panic, embrace it and do better than it,” she said.
In a new blog post titled Will AI Replace Travel Consultants?, The Social Spider outlines how travel agents, cruise specialists and hospitality professionals can use AI to their advantage – not by replacing human insight, but by supporting it. The blog is available to read for free on the company’s website.
Patton warns that while AI tools can quickly generate basic travel itineraries, they lack the nuance, judgement and experience that a seasoned agent provides.
“They can build a mechanical A to B outline for a trip, but what they miss is the richness of a well-paced, personal itinerary filled with unforgettable experiences,” she said.
Testing AI’s capabilities in a sample itinerary, The Social Spider found that while the AI delivered a logical plan, it lacked the flair, creativity and thoughtful additions that a travel advisor naturally brings to the table – things like pacing, hidden gems and knowing when to add free time.
“A client might say they want to go to one place, but a travel agent might know a better way to do the trip. AI tools don’t question the prompt – they just generate a response. That’s where agent expertise comes in.”
Younger and more tech-savvy travellers may be tempted to rely on AI, but Patton believes they’re missing out on the depth that human consultants bring.
She also sees an opportunity for travel agents to include AI-powered tools on their websites – not as a replacement, but to help kickstart the trip planning process and save time.
The Social Spider’s advice to agents is clear:
· Don’t ignore AI – you might miss out on ways to improve your service
· Don’t panic – AI isn’t replacing you just yet
· Find ways to add unique human value to your client experiences
· Embrace the technology and use it to enhance what you already do
Founded in 2024, The Social Spider specialises in digital marketing for travel, cruise, hospitality and MICE businesses, offering services from social media set-up and management to blogs, press releases and digital campaigns. Packages start at $95.
For more information, visit www.thesocialspider.com.au or call 0438 768 561.
