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.
Impact and considerations
AI is transforming how travel advisors work, increasing efficiency and potentially reshaping the industry, with significant implications for business travel service providers.
Key points
- 56% of advisors are cautiously optimistic about adopting new technology.
- 59% have used generative AI tools, up from 41% a year earlier.
- AI is used for research, itinerary building, and administrative tasks, freeing advisor time.
- Companies like Tern and Fora are developing AI tools to increase advisor efficiency.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 14 Jul 2026, 14:00
- Page published
- 12 Aug 2026, 14:21
- Last updated
- 14 Jul 2026, 14:00
- Original links
- PhocusWire All News：AI is pushing travel advisors toward their next evolution (opens in a new tab)Primary source · en · Published 14 Jul 2026, 14:00