TORONTO — A new global study by RateHawk has found that nearly half of travel advisors believe artificial intelligence could one day replace them, reflecting both concern and opportunity as new technologies reshape the industry.

The survey, released to coincide with World Tourism Day on Sept. 27, 2025, is the final section of RateHawk’s ‘What Supercharges Travel Professionals’ report. It gathered responses from more than 1,300 travel professionals across Europe, North America, Latin America, Asia and the GCC region.

Findings show that 56% of respondents do not think AI will take over their jobs, while 44% consider it a real possibility. Views differ across regions. In Asia and the GCC, 60 and 55% respectively see AI as a realistic future competitor. In contrast, the majority in Europe (58%) and Latin America (55%) disagree. North American advisors are the most skeptical, with only 20% believing AI could replace their work.

Despite this, travel professionals in the United States and Canada show the greatest interest in adopting AI tools, with 45% expressing openness to using new technologies to boost efficiency.

Citing research by Kantar, which found that 40% of global travellers have already used AI tools to plan their trips and 62% are open to using them in the future, Astrid Kastberg, Managing Director of RateHawk said: “While this may seem concerning for travel professionals, the rise of generative AI is also driving higher expectations for personalized experiences. In fact, reports show that more than half of younger travellers want a travel agent to help them plan major trips. For agents, this means that professional expertise and the human touch are becoming even more valuable as demand for customized service continues to grow.”

Experience also plays a role in shaping perspectives. Advisors with fewer than three years in the industry are more likely to view AI as a substitute, with 51% saying it could replace them. Among those with more than 15 years of experience, that figure drops to 40%.

“We see the future of travel as a blend of human expertise and innovative technology. That’s why RateHawk is committed to helping travel agents worldwide embrace technology as a valuable partner rather than a threat,” adds Kastberg. “By using AI, we develop tools that support agents behind the scenes – from intelligent rate matching and content management to hotel search, automated support, chatbots, and voice assistants that ensure booking security. These solutions empower agents to deliver more efficient, reliable and competitive services to their clients.”.

Earlier sections of the ‘What Supercharges Travel Professionals’ report revealed that 92% of travel advisors are satisfied with their careers. However, challenges remain, including competition, rising client expectations and time spent manually sourcing the best deals. To help ease these pressures, 29%of advisors welcome greater use of technology. Beyond AI, tools such as automation, advanced analytics and mobile booking remain top priorities.