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.

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%.

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.

Source: Travelweek