AI pushes travel advisors' evolution: 56% cautiously optimistic, 59% have used generative AI
Research by Phocuswright and Travel Weekly shows 56% of travel advisors are cautiously optimistic about adopting new technology, and 59% have used generative AI tools, up from 41% a year earlier. AI is being applied to back-office tasks like research and itinerary building, freeing advisors to focus on personalized service. Companies like Tern and Fora are developing AI tools to boost advisor productivity.