You’ve got it writing your emails and doing your online grocery shop. But are you one of the growing number of travellers using AI to plan – even book – your holiday? In the time-poor, over-information age it’s tempting to ask ChatGPT to do it all. So do high-end travel agents and expert tour operators still have a place in the market?
“We see it already in requests coming to us” says Tom Powers, founder and MD of Pura Aventura. “Confident assertions of what clients wish to see, where they will stay. It's very obviously auto-generated, which in itself doesn't matter. The problem is that they contact us as specialists but fail to ask for an expert opinion. They arrive in the conversation with a false sense that they are in possession of expertise, whereas they are in fact holding some information, some ideas, a suggestion, no more.”
AI might present confident responses but it’s a data aggregator, not an expert – which means it’s only ever as good as the information it finds on the web. Its results might be biased, out of date or blatantly wrong, and they’re most definitely incomplete. It’s easy to forget it when you live in an online-obsessed society but there are still many parts of the globe where sights, restaurants and accommodation don’t have web presence – which means as far as AI is considered, they don’t even exist.
I am convinced that over-tourism is reaching such extraordinary peaks precisely because of this kind of 'more begets more' process resulting from AI
“AI is only as amazing as the feedstock you put in,” continues Powers. “Where there is lots of content, it'll do a great job of finding it and presenting it back to you neatly. However, it also does a great job suggesting places almost everyone else recommends. I am convinced that over-tourism is reaching such extraordinary peaks precisely because of this kind of 'more begets more' process.”
In contrast to AI’s reliance on publicly available data, tour operators specialise in real-life, on-the-ground, truly insider knowledge. They also ask questions and push back in a way that AI does not, guiding a conversation to understand exactly what the potential client may be looking for; which, oftentimes, the traveller may not exactly know themselves.
According to George Morgan-Grenville, CEO of Red Savannah, while AI can produce a reasonably sensible itinerary in a given destination, what it can’t do is know whether that itinerary is right for that specific traveller.
“Even the simplest booking requires detail seldom (probably never) available online. Take a resort in the Maldives. How do you know whether the location chosen is the right place to be? Will the view in front of your villa be miles of iridescent ocean blue (as you hoped)…or of another island featuring industrial buildings (which never occurred to you)?”
At its core, travel is an emotional experience built on and around human relationships: between yourself and fellow travellers, people you meet on the ground and the agent or operator who facilitates. Your perfect itinerary will be as unique as you are, and it takes another human to understand how to get you to really connect to the ‘story’ of the destination.
For some travellers, perceived cost is a factor in forgoing agents and operators but prices are often broadly similar to when you book independently. That’s because these experts have intimate relationships with suppliers and work at a scale which allows them to purchase flights, hotel rooms and other services effectively.
“We’ve spent decades building up a black book of contacts around the world — be it a hotel manager who will secure a room upgrade, to local fixers who can guarantee coveted tables at the best restaurants,” says Alison Zacher, Global Managing Director of Scott Dunn.
These experts know how and when to book to get the best prices and often negotiate other benefits like complimentary transfers, late check-outs or free childcare sessions. Book with them and you’ll have the bonus of extra support and a pair of hands should something go wrong, as well an ATOL insurance benefit which guarantees you a strong list of consumer rights.
Ultimately, it’s a value equation, continues Zacher. “The effort involved in booking every single aspect of a holiday yourself is hugely time consuming. For anyone living a busy life, with work and family commitments, spending hours or weeks planning adds to the load. Booking with a trusted operator who will take care of every single detail is priceless in terms of time and stress saving.”
And of course, who wants stress to be part of their holiday experience? Ultimately, as long as travel remains about pleasure — as well as visiting somewhere in the flesh — there will always be a place for real-life human connection, expertise, and lived experience. Power puts it perfectly. “What you won’t find Claude or ChatGPT doing is poking around on the back roads of Costa Rica looking for somewhere interesting to stay or a cool place to eat. We do.”
Six of the best travel agents and tour operators
Scott Dunn
Best for: Local contacts
For nearly four decades Scott Dunn has been fashioning bespoke and tailormade holidays, its travel experts work 24/7 to research and book every last detail. Staff go on multiple trips a year to build on-the-ground, ‘beyond Googleable’ knowledge and expand their black book of contacts that give guests a uniquely insider experience.
“Wherever in the world our guests travel to, our network of expert guides are on hand to share a local’s perspective of the destination,” says Zacher. “In Cambodia, that means diving into Phnom Penh’s vibrant street food scene with Vanarith Nop, a young local guide who grew up fishing and foraging native plants with his grandparents in the jungle of Koh Kong province.”
Virtuoso
Best for: Finding the perfect agent
A collection of nearly 5,000 leading travel advisors and experts from over 100 countries, Virtuoso connects you with leading travel agents in your area or with the particular type of expertise you crave.
Their network members will arrange anything from top-tier hotels, luxury cruises and destination-driven itineraries, highly tailored at every step of the way.
Tiny Travelship
Best for: Families
While on maternity leave Frankie Collinson and Becky Pennison-Bates struggled to find family-friendly holiday experiences that lived up to their pre-baby standards. So they founded the @tinytravelship Instagram account in 2022, connecting with parents to share first-hand, in-depth family holiday reviews.
Three years later, it’s grown into a digital directory and travel agency, specialising in ‘parent pleasing’ holidays (where grown-up tastes aren’t compromised for the littles). They know everything from the best family rooms to resort allergy protocols, and will never forget to book the age-appropriate car seats for your airport transfer.
Dorsia Travel
Best for: beach luxury
Founded in 2017, Dorsia Travel specialises in ultra-exclusive beach destinations and exceptional exclusive-use properties, particularly in the Caribbean, Indian Ocean and Africa.
It doesn’t charge fees for fashioning its plush trips, which can range from a private island fantasy getaway in the Seychelles to a safari including the Great Migration. You know you’ll be in good hands as owners Tom and Lucie Cahalan spend around four months a year travelling and have personally vetted their recommendations.
Pura Aventura
Best for: Positive impact
Specialists in Central and South America, Spain and Portugal, B Crop Pura Aventura focuses on providing remarkable experiences that tread lightly on the earth.
Their itineraries work to strengthen local economies, respect local cultures and avoid disturbing natural habitats. Whether you’re going for wildlife immersion in the Galápagos or island-hopping in the Azores, you’re guaranteed a responsible and inside track.
Red Savannah
Best for: Sun and sea
Red Savannah describes travel as a “journey for the soul” — which is why it places such importance on its black book of the world’s finest hotels, villas, yacht and wellbeing holidays, ranging from Mexico to Mozambique.
The team boasts 400 years of collective experience and can even advise on highly specialist itineraries such as polar expeditions to the Antarctic and horse-riding holidays in Kenya.
