Can ChatGPT Plan Vacations Better Than a Travel Advisor?

Since joining the travel industry almost ten years ago, I’m not sure I can count the times I’ve heard a person say something along the lines of “travel agents still exist?” But contrary to what some people believe, the travel advisor profession absolutely exists and is growing. 

According to the American Society of Travel Advisors’ Executive Vice President of Advocacy, Eben Peck, recent research is showing a strong industry outlook. 

“In the ten years prior to COVID, so 2009 to 2019, the total revenue of travel agencies in the United States tripled in size,” Peck said during a press conference at the ASTA Global Convention, adding that the Bureau of Labor Statistics is now projecting 20 percent growth in travel advisor jobs over the next ten years.

“This is not a dying industry. This is a vibrant industry that is growing, and people should want to join it,” Peck added.

Travel advisors are constantly faced with challenges, but they overcome them time and time again. With the recent chatter around ChatGPT, many people are wondering if advisors’ jobs are going to be replaced by this artificial intelligence (AI) chatbot. ChatGPT can certainly complete some of the tasks advisors do on a daily basis, but can it replace the role entirely?

“The way I look at it is, travel agents have been around and survived so much. This is not going to be the thing that puts a travel agent under,” said Angie Licea, president of Global Travel Collection.

It didn’t take long for this AI technology to take center stage in the conversation throughout almost all industries. There’s excitement, resentment and even fear around the new tool. The question at hand is, though, can ChatGPT really plan a vacation better than a travel advisor can?

The answer to this question is simple: no. But let’s take a closer look at the facts. While this tool might play a helpful role for both consumers and travel advisors, it cannot plan a vacation better than a travel advisor. Here’s why.

Travel Advisors Have an Unmatched Expertise

ChatGPT is capable of planning a vacation, but it doesn’t encompass the unmatched expertise of a travel advisor. The wealth of knowledge an advisor has is not simply acquired overnight. It happens after years of firsthand experience.

“Our advisors have 10, 15, 20, 30, 40 years of insight that a technology will never be able to have,” Licea said, adding that a chatbot is not able to recommend the best place to sit at a restaurant or which specific room category best fits a client’s needs.

“[ChatGPT] cannot provide the sort of insightful balance that a consumer requires,” Licea said. “Those are things that [advisors] know because of the experience, and they’ve been there, and they’ve done that, and they’ve traveled the world, and they’ve seen it firsthand.”

Technology Lacks the Human Touch

In a world where people could technically get by with one small rectangular machine, there’s been a subtle shift away from being glued to screens. There really isn’t much you can’t do online these days – work, pay bills, shop, socialize and, yes, even book travel. However, not everyone wants to be completely separated from others. Many people yearn for the special touch a human brings to experiences.

“People still want human touch, and if the pandemic proved anything, it proved that,” said Licea. “Being on Zoom, utilizing technology, using your telephone constantly and not having that human interaction has been very difficult for people, and people have really swung back the other way. So I think really that human touch is important.”

Yes, ChatGPT can plan a vacation, but can it recommend which resort and room category best fits your needs? Can it get you that complimentary upgrade because of its relationship with the hotel or cruise line? Can it connect you with local guides and off-the-beaten-path experiences? Nothing compares to the unique touch a travel advisor can provide.

Travel Advisors Are Experts at Averting Crises

Though we’d all like to think our vacations will pan out exactly as planned, the truth is, travel comes with complications. Guests sometimes arrive at a hotel to find their room reservation is nonexistent. Sometimes flight delays lead to missed connections, or even worse, missing a cruise departure. Weather, strikes, traffic, sicknesses and several other unforeseen crises oftentimes present themselves at the worst moments. 

Can you imagine not having anyone in your corner to lend a helping hand? Can ChatGPT find you a hotel room last minute at no extra cost, put you on another flight or get you to the next cruise port so you don’t fully miss your vacation?

Licea asks why anyone would want to log into their cell phone or laptop “when they could pick up a phone and have that gentle voice saying ‘I got you. Don’t worry about it. We got it covered. We’ve got you taken care of.’” The warm voice of a travel advisor will always save the day.

There’s no need to fully dismiss the benefits of using ChatGPT. It’s a tool travel advisors are learning how to embrace, a tool that can work in tandem with the rest of their skill set. It’s helpful in many ways, but can it compete with the all-encompassing role of a travel advisor? In my opinion? A travel advisor will win every time.

About the Author

Codie Liermann is the managing editor of The Compass. She began her career in the industry as a travel advisor prior to working as an editor. With a passion for creating valuable content for travel advisors, she aims to develop meaningful relationships with all types of travel companies in order to share their unique messages with the travel agency community.