Travel advisers are thriving in the age of AI

As travel becomes more complex and experience-driven, human expertise is becoming a premium service rather than an outdated one

Despite years of predictions that online booking platforms and AI tools would replace travel agents, the profession is seeing renewed growth. More travelers are seeking highly personalized, seamless, and experience-focused trips that go beyond standard booking engines and algorithm-driven recommendations. For luxury, multi-stop, and complex itineraries in particular, human advisers are increasingly valued for their insider knowledge, problem-solving abilities, and industry relationships. The trend is also creating a new generation of travel entrepreneurs entering the adviser business through modern agency platforms and social media-driven client acquisition.

Key takeaways

• Travel advisers are growing again: The travel-adviser industry is projected to generate $134.4 billion in revenue this year, up significantly from 2023, reflecting strong consumer demand for expert-led travel planning.
• Complex travel is driving demand: Travelers increasingly want curated, less-touristy, and logistically smooth experiences, making advisers valuable for luxury, multi-destination, and customized trips.
• AI still has practical limitations: While AI tools can generate itineraries, they often lack access to real-time hotel availability, live pricing, insider relationships, and operational problem-solving during disruptions.
• Human relationships remain a differentiator: Advisers provide benefits that extend beyond booking, including upgrades, VIP treatment, refunds during crises, local connections, and personalized destination recommendations.
• Luxury travel relies heavily on advisers: Experts cited in the article note that high-end travelers continue to depend on human advisers because premium travel increasingly revolves around trust, access, and tailored service.
• The profession is attracting new entrants: The number of travel advisers reportedly jumped sharply in 2025, supported by modern agency platforms such as Fora that simplify onboarding, training, and commission management.
• Social media is becoming a sales channel: New advisers are building businesses through Instagram, referrals, and niche expertise rather than relying solely on traditional agency storefronts or call centers.
• Implications for hotels are significant: Hotels that maintain strong relationships with travel advisers and consortia may gain greater visibility among high-value travelers seeking curated experiences, upgrades, and personalized service rather than purely price-driven bookings.

Source: The Wall Street Journal

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