They believe, however, that the new tool will force them to change their sales pitch

Another significant group of travel agents—accounting for around 40 percent—remains more critical of this emerging technology, even while acknowledging AI’s potential

The remaining 6 percent of the less enthusiastic group, meanwhile, are clearly pessimistic about AI and predict that its implementation will spell the end for travel agencies

Seven percent of those surveyed—based on a sample size of 5,000 agencies—are less pessimistic and believe that artificial intelligence will simply be a passing fad

Artificial intelligence (AI) is set to revolutionize everything. At least, that is the general consensus. But how will it impact the travel agency sector? The answer comes from the professionals in this sector themselves, based on a survey conducted by ObservaTUR for Beroni, a technology company specializing in the travel agency sector.

According to the results of this survey, 52 percent of travel agents believe that AI will enhance their knowledge and improve their professional skills.

Specifically, 44 percent believe that this new tool will provide travelers with more information about destinations, while 8 percent believe it will give them more skills—though, they note, it will force them to change their sales pitches.

Another significant group of travel agents—accounting for around 40 percent—remains more critical of this emerging technology, even while acknowledging AI’s potential.

In fact, 35 percent of them say that, before moving forward and delving deeper into it, it would be necessary and advisable to thoroughly examine its implications. The remaining 6 percent of the less enthusiastic group, meanwhile, are clearly pessimistic about AI and predict that its implementation will spell the end for travel agencies.

Seven percent of those surveyed—based on a total population of 5,000 agencies—are less pessimistic and believe that artificial intelligence will simply be a passing fad, just as other technologies have been in the past.

According to Josep Bellés, “the survey results reveal two very distinct positions: one held by those who recognize AI’s potential for their daily work, and another, less enthusiastic group that is more cautious and prefers to study its possible impact on this sector. What is certain, in any case, is that we are witnessing a series of technological micro-revolutions—silent ones, as is the case with AI—but they are here to stay. Be that as it may, what must be said is that AI marks the dawn of a new technological era, one that will undoubtedly impact the travel agency sector.”