The Growing Impact of Generative AI on Travel Advisors: Insights from the 2025 Survey, All You Need To Know

Published on November 26, 2025

The 2025 Travel Industry Survey conducted by Travel Weekly and Phocuswright offers critical insights into the state of the travel advisory sector. This year’s survey, which polled nearly 1,600 travel advisors across various types of agencies, uncovers pressing challenges, evolving technology adoption, and key trends shaping the future of travel advisory services.

As the travel landscape continues to change, advisors face new hurdles, particularly related to economic factors, competition, and emerging technology. With many advisors looking ahead to 2026, understanding these trends is essential for travel professionals seeking to stay ahead of the curve.

Top Challenges Facing Travel Advisors in 2025

For travel advisors, the biggest concern remains the impact of the global economy. With rising inflation and travel costs, advisors face pressure on both sides, from suppliers and clients. According to the survey, 64% of advisors cited increased travel costs as a significant challenge. Meanwhile, 48% reported that high airfares and fees continue to affect their business.

Additionally, competition from suppliers pushing direct bookings poses a challenge. The rise in online booking platforms has seen a significant impact on traditional travel agencies, with a noticeable drop in the percentage of advisors reporting increased bookings. While 51% reported a boost in bookings for 2025, this was down from 65% in the previous year. Advisors are grappling with balancing client expectations and managing costs amidst this competitive environment.

The survey also found that uncertainty surrounding government policies and airport hassles were significant concerns for the upcoming year, with 37% and 29% of respondents, respectively, highlighting these as hurdles.

Rising Adoption of AI in the Travel Sector

One of the most notable findings of the 2025 survey is the increased adoption of generative AI tools among travel advisors. As 59% of respondents now report using AI platforms, up from 41% in 2024, it’s clear that this technology is becoming an integral part of travel business operations.

A significant portion of the advisors, 57%, expressed interest in using AI for creating marketing materials and website content, with 42% of agency owners already integrating these tools into their operations. AI’s ability to automate content creation and assist with personalised marketing has made it an appealing option for travel professionals seeking to optimise efficiency.

However, as advisors embrace this new technology, concerns about accuracy, privacy, and the lack of a personal touch persist. Younger advisors, in particular, are at the forefront of AI adoption, with nearly 40% of advisors over 65 also now using AI tools, up from 25% last year.

Progress in NDC Adoption: A Steady Shift

The New Distribution Capability (NDC) has been a point of contention in the travel industry, and the survey reflects a shift in advisor attitudes. In 2025, 40% of advisors reported that their agency had access to NDC content, a significant increase from just 7% in 2022.

While 43% of advisors still lack familiarity with NDC, there is a growing sense of confidence around its integration. The survey suggests that the rise of Global Distribution Systems (GDS) capable of servicing NDC bookings has improved accessibility for agents, making it easier to manage bookings while offering more competitive fares. According to Tye Radcliffe, Chief Customer Success Officer at Accelya, GDSs have played a vital role in enabling better servicing for NDC bookings.

This trend indicates that NDC, despite initial scepticism, is gaining traction as a valuable tool for travel advisors, particularly those working with larger travel agencies or as home-based contractors.

Other Travel Advisor Trends and Insights

In terms of advisor identity, 52% of respondents identify as “travel advisors,” while 20% prefer the term “travel agent.” Interestingly, 78% of travel advisors now operate from home offices, a trend that has plateaued after peaking at 84% in 2023.

The survey also highlights that half of the respondents have been selling travel for 11+ years, and 19% have been in the industry for over 30 years. This suggests that many advisors have a wealth of experience, but the industry is also seeing new entrants, with 21% of respondents having been in the business for two years or less.

Furthermore, nearly half of the advisors (50%) belong to a single consortium, while 47% use a host agency. Only a small fraction, 2%, belong to multiple host agencies or consortia, indicating a trend toward streamlined partnerships within the industry.

Looking Ahead: The Future of Travel Advisory Services

As we move into 2026, the key challenges for travel advisors will continue to revolve around rising costs, increased competition, and adapting to new technologies like AI and NDC. With economic uncertainty, high airfares, and ever-evolving travel demands, advisors must stay agile and embrace technology to remain competitive.

The adoption of AI will likely continue to grow, enabling advisors to offer more efficient services while keeping a personal touch that clients value. Similarly, understanding and integrating NDC will become a critical skill for those seeking to navigate the changing landscape of travel distribution.

As these trends unfold, the role of the travel advisor will remain pivotal, not only as experts in destinations and itineraries but also as professionals who can effectively navigate new technologies, market shifts, and emerging industry standards.

Navigating the Future of Travel Advisory Services

The 2025 Travel Industry Survey paints a clear picture of the evolving landscape for travel advisors. While challenges like rising travel costs and competition from direct bookings remain prominent, the growing use of AI and increasing familiarity with NDC offer exciting opportunities for innovation. As 2026 approaches, travel advisors must adapt to these trends, leveraging technology while maintaining the personalised service that sets them apart from automated platforms.