Artificial intelligence can build an itinerary in seconds, but that speed does not erase the value of lived experience, judgement or a reassuring human voice when travel goes off-script. That is the central argument from Tara Minson, President of InteleTravel, who says advances in machine learning are enhancing — not replacing — the work of travel advisors.
“Don’t call it a comeback...”
Minson writes that while digital tools and online booking platforms promised to make travel agents obsolete in earlier waves of technology, the result was something different: travellers overwhelmed by choice, contradictory reviews and decision fatigue. The current rise of AI, she says, follows the same pattern — it creates convenience and speed but also new problems that benefit from a human intermediary.
Where AI helps and where humans still lead
The piece sketches a practical division of labour between automated tools and advisers. AI and machine learning, Minson notes, are already embedded in everyday systems and are useful for tasks that require rapid data processing or pattern recognition. But there are several areas where human advisors continue to add unique value:
- Contextual judgement: deciding whether a hotel’s reviews reflect an isolated incident or a pattern;
- Nuance for complex trips: multi‑generation travel, celebrations and luxury journeys that need a personalised touch;
- On-the-ground support: knowing who to contact when a traveller encounters problems at 2am in another country.
These strengths, Minson argues, are rooted in experience and human connection — qualities she says AI has not mastered. For many travellers, that reassurance is the reason they return to professional advisors after experimenting with online platforms.
What this means for South African travellers and the industry
For South African consumers who balance budget constraints with a desire for memorable experiences, the integration of AI into travel services can be a net positive when it saves time and reduces cost. But Minson’s view underlines a caution: technology should be used to augment advisors, not to cut out the human element entirely.
That has implications for travel professionals locally. Agencies and independent advisors who adopt AI tools to streamline research, personalise recommendations and manage bookings may find they can offer better value while preserving the human expertise clients seek. Conversely, those who simply automate without adding personalised judgement risk offering a commodity that travellers will only use for the simplest trips.
| AI strengths | Human advisor strengths |
|---|---|
| Speed, pattern recognition, data processing | Intuition, contextual judgement, crisis support |
The balance Minson describes is not a theoretical debate but a practical roadmap: use technology to reduce busywork and free advisors to focus on bespoke planning, relationships and problem‑solving — areas where travellers still seek added value.
For people planning trips from South Africa — whether a domestic escape or an international celebration — that could mean booking a baseline itinerary online, then turning to a trusted advisor to refine timings, vet local suppliers and provide contingency plans. It also signals an opportunity for smaller agencies to position themselves as problem‑solvers and storytellers, rather than mere booking services.
Ultimately, the conversation is less about machines versus humans and more about how each can play to its strengths. Minson’s perspective suggests a collaborative future: travellers gain the convenience of digital tools and the assurance of human expertise, while advisors who embrace technology can offer more thoughtful, efficient and reliable service.
Practical tip: if you’re planning a complicated trip, ask whether your advisor uses technology to research options and whether they’ll be available if something goes wrong. The combination of smart tools and reachable human support is what many travellers now value most.
