The global travel industry has never been shy about disruption—be it economic downturns, health crises, or shifting traveler expectations. But the arrival of artificial intelligence is sparking an entirely different kind of debate: is AI a partner that empowers travel professionals, or a rival waiting to replace them?

A new global survey by RateHawk, released on World Tourism Day, lays bare the mixed emotions. Nearly half (44%) of travel agents surveyed said they view AI in travel as a potential threat—worried it could erode the very human touch that makes tailored journeys so memorable. Yet, as AI platforms march toward handling an estimated $78 billion in travel revenue by 2026, the picture is far more layered than simple optimism versus fear.

The Geography of AI Optimism

The survey’s regional split is striking. In Asia, 60% of travel professionals describe AI as more foe than friend, largely due to hyper-competitive markets where automation could quickly push out smaller players. GCC countries echo that sentiment, with 55% concerned AI could disrupt the luxury travel model that thrives on white-glove service.

But the mood brightens in Europe (58% positive) and Latin America (55% positive), where AI is seen less as a threat and more as a facilitator. Here, sustainability and cultural depth are front of mind—imagine AI tools helping travelers uncover bespoke hiking routes in the Andes or the Alps, freeing agents to focus on storytelling rather than logistics. Deloitte’s 2025 Travel Outlook points out that this kind of “mega micro merchandising”—offers tailored down to the smallest preference—actually enhances agent confidence instead of undermining it.

North America’s Pragmatic Embrace

If there’s one region leaning firmly into AI’s potential, it’s North America. Just 20% of U.S. and Canadian agents fear being replaced, while nearly half are excited about AI-driven personalization tools. Think algorithms that automatically tweak itineraries when flights are delayed, or recommend Napa Valley wine tours based on a traveler’s food preferences.

This aligns with American Express’s 2025 Global Travel Trends Report, which found 40% of travelers already using generative AI for recommendations. And as McKinsey highlights, “agentic AI”—independent systems that can plan complex journeys—is rapidly gaining ground. Yet, even in the U.S., human oversight remains critical. Trust, reassurance, and the ability to handle crises are still uniquely human qualities that technology hasn’t mastered.

Generational Divide: Newcomers vs. Veterans

Another fault line runs not across continents, but across experience levels. Agents with under three years in the business are far more likely to feel threatened—51% believe AI could take over, compared to just 40% of veterans with 15+ years of practice.

That makes sense: seasoned professionals rely on decades of relationships, instinct, and crisis management skills (think volcanic ash clouds grounding flights). For newcomers, the specter of automation feels more immediate, especially with Phocuswright reporting a 700% rise in AI-driven travel searches—pressuring young agents to sharpen their digital edge just to keep up.

AI as Co-Pilot, Not Captain

Globally, 56% of professionals still lean positive on AI in travel, with many treating it as a workflow accelerator rather than a job-stealer. In an era of booming bleisure travel and rising demand for responsible tourism, AI’s potential lies in predictive trend modeling, revenue optimization, and personalized guest experiences at scale. As Snowflake’s 2025 hospitality workforce predictions note, automation may well redefine tasks but not replace the need for human expertise.

Or, as one travel agent summed up neatly: “AI handles the spreadsheets; I handle the stories.”

The Bigger Picture: Lessons From Parallel Industries

The fears and hopes playing out in travel are not unique. Retail, banking, and even healthcare show a similar trajectory: initial skepticism, followed by gradual adoption once AI proves its value in supporting—not replacing—human roles. In retail, Shopify’s AI-assisted merchandising boosted conversions without sidelining sales teams. In hospitality, Hilton is experimenting with AI concierges that complement rather than supplant staff.

Travel will likely follow the same arc. As AI becomes the invisible infrastructure powering personalization, it’s the agents who adapt—layering empathy and trust over data-driven precision—who will thrive.

Conclusion: The Future Belongs to Hybrid Thinkers

The RateHawk survey confirms what we’re already seeing across travel and beyond: AI isn’t the finish line for human agents, it’s the starting point for a hybrid model. Markets like Asia may feel the competitive squeeze sooner, but Europe and North America are showing how AI can boost—not break—an agent’s role.

Looking ahead, the winners will be those who adopt AI as a co-pilot: letting it predict, optimize, and personalize at scale, while they double down on what no algorithm can replicate—context, creativity, and human connection.

Just as in retail and hospitality, the most resilient players will not be those who resist technology, but those who learn to make it invisible. In travel, that means agents who see AI as the backstage crew, while they remain firmly in the spotlight.