In a survey of more than 200 travel advisors, conducted as part of TravelAge West’s Need to Know research series, 35% say they use AI daily and another 23% several times a week — up sharply from 2023, when just 16% used AI and two-thirds (66%) had not tried it at all.
“I’m not surprised to see the daily jump in AI use among travel advisors,” said Kristen Hancock, owner of Bright Life Travel Co. “I think we were all a little apprehensive about AI at first, but once advisors see how much time it can save on research, client communication and other behind-the-scenes tasks, it becomes a no-brainer.”
In 2023, 16% of travel advisors used AI in their agencies. Today, 58% say they use the tool regularly.
Credit: 2025 TravelAge West
In fact, the survey does point to continued concern over AI, with 45% of respondents saying they believe AI-powered OTAs or AI-powered travel agents could impact the need for travel advisors in the future. This is up from 38% in 2023.
However, this concern could stem from more familiarity with AI’s immense potential, as 58% are now either “very” or “somewhat” comfortable integrating AI into their business. Most advisors use AI for itinerary creation and trip proposals; followed closely by website/social media creation; and marketing and lead generation (including email or newsletter writing).
I think the shift toward comfort with AI reflects a growing understanding that it’s not here to replace us, but instead it’s here to support us.
“I think the shift toward comfort with AI reflects a growing understanding that it’s not here to replace us, but instead it’s here to support us,” Hancock said. “For me, it’s become a true assistant, helping streamline everything from content creation to financial planning. That allows me to stay focused on the human side of travel planning and leading my team.”
Looking ahead, 73% of agents say they are either “very” or “somewhat” likely to increase their use of AI in the next 12 months — a striking contrast to 2023, when more than half (56%) said they had no plans to use the technology at all.
Nearly three-fourths of those surveyed say they are very or somewhat likely to increase their AI use over the next year.
Credit: 2025 TravelAge West“I started using AI consistently about a year ago, and now it’s part of my daily workflow,” Hancock said. “The more you use it, the more you realize its potential. It has helped me work smarter and serve clients with more precision. It’s also helped me to have a landing place for all the ideas that I want to come back to.”
Another difference from earlier research is related to clients’ use of AI. In 2023, only 7% said their customers had asked them about AI for trip planning. Today, 42% say clients are doing AI research in some capacity.
One thing that has not changed is travel advisors’ desire for more education about AI. In 2023, 73% of advisors wanted to learn more about AI; today, that number is 70%.
Despite this interest, 80% of advisors say they have no plans to pursue AI training.
Only 20% of travel advisors have, or plan to add, an AI training program, while 70% say they want more education.
Credit: 2025 TravelAge West“The numbers about wanting more education really resonate with me,” Hancock said. “Most advisors I know are curious about AI but unsure where to start or how to apply it efficiently. I get excited when I talk to other advisors about the different ways we have been able to use it in our business. I would love to see more industry-specific training because, when used intentionally, it can truly elevate the client experience.”
Most advisors I know are curious about AI but unsure where to start or how to apply it efficiently.
According to the research, the biggest challenge advisors have with using AI is learning how to use the tools effectively.
“These numbers show that AI is already reshaping how advisors work,” said David Shull, CEO and co-founder of travel technology provider Tern. “But the fact that so many want more education, while so few have training in place, tells us something important: The real opportunity is in AI that integrates so naturally into daily workflows that it feels like second nature. At Tern, our mission is to make AI that eliminates invisible work so advisors can focus entirely on delivering extraordinary client experiences.”
Need to Know Travel Survey Series
“Need to Know” is a research series from TravelAge West that tracks the responses of travel advisors as they relate to various travel trends and topics. This survey recorded the responses of more than 200 advisors across the U.S. See more Need to Know stories here.
