The rise of artificial intelligence was supposed to change the way we book vacations. Instead, many travelers are discovering there’s still no substitute for human expertise
By Rocelle Añabeza
For years, artificial intelligence was expected to transform the travel industry. With just a few prompts, AI can build itineraries, compare hotels, recommend attractions, and even suggest the best time to visit a destination. It promised a future where travelers could plan entire vacations without ever speaking to another person.
Yet new research suggests something unexpected is happening.
Rather than replacing travel advisors, AI may actually be making their expertise even more valuable.
According to a recent survey by ALG Vacations, younger travelers who regularly use AI are also the ones most likely to work with a travel advisor. Among AI users, 51% of both Millennials and Gen Z have booked vacations through a travel advisor, compared with 44% of Baby Boomers. The generation most comfortable using artificial intelligence isn’t abandoning human expertise. It’s combining both.
That reflects a shift in how many people now approach travel planning.
Artificial intelligence excels at research. It can generate destination ideas, organize day-by-day itineraries, compare hotel options, and summarize thousands of online reviews in seconds. It’s an excellent starting point for travelers who want inspiration or a quick overview of their choices.
But planning a trip and successfully managing one are often two very different things.
When flights are canceled, luggage goes missing, hotels become overbooked, or weather disrupts carefully planned schedules, travelers quickly discover that algorithms can’t negotiate with airlines or call a resort manager on their behalf. In those moments, experience, relationships, and real-world judgment become far more valuable than a perfectly written itinerary.
The survey reflects that reality.
More than one-third of AI users said they would rather work with a travel advisor when something goes wrong during a trip. Others preferred professional guidance when booking complex multi-city itineraries, coordinating family or group vacations, or planning luxury travel where the financial stakes are significantly higher.
Interestingly, younger travelers appear comfortable using both AI and human expertise without viewing them as competing options.
Among AI users, nearly one-third of Gen Z and Millennials said they completely trust travel recommendations generated by artificial intelligence. Baby Boomers, by comparison, remain far more skeptical, with only 12% expressing the same level of confidence. Yet despite embracing AI, younger travelers continue turning to advisors for the reassurance that technology alone cannot provide.
That difference highlights the evolving role of travel professionals.
Today’s advisors are no longer simply booking airline tickets and hotel rooms. They act as consultants, problem-solvers, and advocates. Their firsthand knowledge, industry relationships, and ability to personalize recommendations often extend far beyond what search engines and AI platforms can provide. Perhaps most importantly, they remain available when unexpected situations require immediate decisions instead of automated responses.
As Zane Kerby, President and CEO of the American Society of Travel Advisors, explains, travel advisors simplify increasingly complex travel decisions while providing the expertise and peace of mind that technology alone cannot replicate.
The future of travel planning may not be a choice between artificial intelligence and human advisors after all. Instead, the strongest combination may be using each for what it does best. AI can help travelers discover possibilities and streamline research, while experienced advisors provide context, judgment, and support when it matters most.
In an age of increasingly intelligent technology, that’s becoming one of the most valuable travel upgrades of all.
