With Artificial Intelligence (AI) tools like ChatGPT gaining traction, travel agents are being urged not to panic but to embrace the technology—and outperform it. That’s the advice from The Social Spider, Australia’s first digital marketing agency dedicated to the travel sector, in a new blog post exploring AI’s impact on the travel trade.
AI tools still need a human touch
The Social Spider’s Managing Director, Sam Patton, acknowledges that while AI use in travel is growing, it remains limited in accuracy and reliability.
“These AI tools are getting better and more useful and they can build basic itineraries with flights and hotels, but they are currently limited in their capacity and not completely reliable and still require the human planning and expertise that travel agents can provide,” Patton said.
The blog highlights that AI-generated itineraries often lack the nuance and depth that travel professionals offer—such as tailoring pace, free time and personalised experiences. While AI responds to prompts, it lacks the foresight to correct a client’s brief or optimise a journey based on individual preferences.
Advice for travel agents: adapt, don’t retreat
Rather than viewing AI as a threat, The Social Spider encourages agents to integrate it into their workflow. For example, AI itinerary builders can act as a starting point for client planning—saving time and offering a basic framework that consultants can then elevate into a bespoke experience.
The Social Spider’s key advice to agents includes:
- Don’t ignore AI—explore its applications
- Don’t panic—it’s not replacing agents yet
- Focus on uniquely human service delivery
- Embrace AI as a tool for learning and enhancement
Launched in 2024, The Social Spider offers social media management, content creation and digital marketing services tailored to travel, cruise, hospitality and MICE sectors, with packages from $95.
