Despite the Rise of AI and Self-Booking Options, People Increasingly Turn to Travel Advisors

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A majority of Americans are using AI, according to an Associated Press-NORC Center for Public Affairs Research poll, with 42% of leisure travelers using it to help research and plan vacations. However, those taking luxury getaways are increasingly using people to book holidays. Why? Because human expertise is still thriving. 

“We’ve always believed that human connection would be the key to sustained competitive advantage – not in opposition to technology, but in concert with it – especially in the hands of skilled virtuosos,” said Virtuoso Chairman and CEO Matthew D. Upchurch, whose organization of 20,000 travel advisors is responsible for $35 billion in yearly travel bookings. 

“I believe our futures depend on how we live in two rapidly changing ecosystems – technological and human – not just coexisting but actively blending and enhancing the two. We’ve been investing in scaling human connection for nearly four decades because travel advisors don’t just sell experiences; they are part of the experience.

The relationships our advisors nurture with our partners enhance the travelers’ experience, ultimately making them feel something special. The world is changing faster than ever, but what’s exciting is the head start we have in the human connection business – one that is global and a competitive advantage in luxury,” he adds.  

In today’s dynamic and unpredictable world, luxury travelers are increasingly seeking expert guidance, personalized service, and reliability. Virtuoso reports a sustained 76 percent increase in consumers seeking out travel advisors via their website. 

According to the Generative AI Working Group, these technology tools can create content that’s skewed, misleading, or inaccurate, yet they present it convincingly as correct. Their goal is to generate plausible content, not to verify its truth. No wonder less than a third of Kaspersky’s survey respondents trust AI for vacation planning. 

“We receive ChatGPT-built itineraries from clients that include hotels that closed a year ago and restaurants that are closed the day they are planning to go,” shared Eli Wagner, Founder of Wagner Bespoke Travel, an affiliate of Coastline Travel. 

“Millennials often come with itineraries created by AI, thinking they’re already perfect. While many of these plans are great, they still need fine-tuning by an expert,” adds Marcos Ramirez, luxury travel advisor at NUBA.

Travel is now a vital part of life as well as an investment of precious time and money, so people aren’t taking chances. Similar to a financial advisor, a travel advisor is now a strategic partner, not just handling transactions but helping to map out the next 10 years of clients' lives.

“Of course, they could do it themselves, but they don’t want to,” said Upchurch about today’s travel advisor use. “Why would they want to do it on their own?”

According to Virtuoso's 2025 Global Luxury Traveler Report, an annual survey of travelers across 17 countries, safety and security are of leading importance, with an added layer of protection coming in second. Perks, upgrades, exclusive access, and VIP accommodations, a combination that is impossible to replicate online, round out the driving factors. 

“Experienced travelers know that arranging their trips through a travel advisor offers significant added value, as they gain access to exclusive perks and experiences they wouldn’t be able to reach otherwise. Even with the increasing use of AI, many of these experiences cannot be booked without a travel advisor, which is where their real value comes in,” explains Ramirez.

People who use a travel agent can receive resort credits, automatic upgrades, early and late check-out, and VIP services. For example, those who use a Virtuoso Travel agent to book an Explora Journeys cruise not only get the best price but can choose from complimentary custom in-port events that go well beyond the traditional shore excursion, a private car and driver in destination for independent exploration, or a shipboard credit to elevate their vacation. 

More than half of Americans feel they don’t have enough time in the day for all their daily tasks, let alone plan vacations or figure out the best way to avoid crowds in popular destinations. 

“During a hectic year, a travel advisor handled our annual adults-only getaway for the first time,” shared Daniel Jarrad. “ Kristin Scordilis recommended Atelier Playa Mujeres, which wasn’t even on our radar and doesn’t show up in the top-billed AI Overview or Google search results, despite receiving a Forbes Travel Guide Four-Star rating and "Best of the Best" designation from TripAdvisor. She knocked it out of the park. I never knew food could be that good at an all-inclusive resort.” 

Families who are limited to school breaks for vacation often turn to a travel advisor to ensure these trips are still enjoyable. “In a world of crowded travel in peak seasons, working with an advisor is important. We will get families with the right suppliers and hotels to ensure they have a great experience,” adds Wagner.