While you’re carefully crafting that perfect itinerary for your client’s Croatian adventure, they’ve already asked ChatGPT for restaurant recommendations in Split, used AI to translate the menu at that hidden gem in Cavtat, and had artificial intelligence plan their entire route between destinations.
Welcome to travel planning in 2026 – where AI isn’t coming; it’s already here, unpacking its bags and making itself quite comfortable.
The Numbers Don’t Lie (And They’re Rather Striking)
Fresh research from Marriott Bonvoy has just landed on our desks, and if you’re a travel agent still treating AI like that intimidating piece of gym equipment you’ll “definitely try next month,” it’s time for a rather urgent chat.
Here’s what 22,000 travellers across Europe, the Middle East and Africa have just stated: 50% have already used AI to plan or research their holidays. That’s up from a mere 26% just two years ago. In the time it took you to debate whether AI was a fad, it’s doubled its presence in your clients’ travel planning process.
But here’s the kicker – and do sit down for this one – half of all travellers would now feel comfortable booking accommodation through AI platforms. Not browsing. Not researching. Booking!
The Generation Game Has New Rules
If your client base includes anyone under 35 (and whose doesn’t?), the statistics become even more sobering. A whopping 71% of 18-24 year olds have already invited AI to their travel planning parties, whilst nearly a quarter of 25-34 year olds use it “all the time.”
These aren’t tech enthusiasts showing off at dinner parties. These are ordinary travellers who’ve discovered that AI can instantly compare flight prices across dozens of sites, create personalised itineraries in seconds, and answer “Is it safe to drink the tap water in Muscat?” at 2am without judgement.
Even the over-55s are joining the revolution – 29% have dipped their toes in the AI waters, up from 18% last year. When technology adoption crosses generational boundaries this quickly, it’s not a trend; it’s a transformation.
The Plot Twist: They Still Need You (But Not The Old You)
Before you start updating your LinkedIn profile to “Former Travel Agent, Current Barista,” here’s the fascinating paradox: travellers aren’t using AI to replace human expertise – they’re using it to enhance their planning. They’re becoming more sophisticated, more demanding, and ironically, more in need of genuine expertise to navigate the overwhelming abundance of options AI presents.
The Marriott research reveals emerging trends that scream for professional guidance:
- Lux-scaping: 59% of travellers are now booking luxury stays as bookends to their holidays. They need someone who knows which spa in Oslo truly delivers versus which simply photographs well.
- Passion Pursuits: 68% have travelled specifically for events or interests. Coordinating travel around Taylor Swift’s Eras Tour or Formula 1 races requires expertise that goes beyond “find flights to Singapore.”
- Country Hopping: 52% plan to visit multiple countries in one trip next year. Creating seamless multi-destination journeys? That’s where human creativity meets AI efficiency.
A Tale of Two Travel Agents
Let me tell you about Wendy and James, both seasoned travel agents with 15 years of experience.
Wendy saw the AI writing on the wall. She got herself access to the Go There Travel – ASTRA platform and now handles three times the client volume she did in 2024. Her secret? While AI handles the heavy lifting of initial itinerary drafts with amazing detail, Wendy focuses on what she does best – understanding the unspoken desires behind “we want something special for our anniversary” and turning them into unforgettable moments.
James? He’s still doing things the traditional way, convinced his personal touch is irreplaceable. He’s not wrong about the personal touch, but whilst he spends hours manually checking availability across multiple systems, his clients have already used AI to create three alternative itineraries and are now comparing them with Wendy’s AI-enhanced, professionally curated suggestions.
Guess who’s winning more business?
The ASTRA Advantage: Your AI Co-Pilot, Not Your Replacement
This is where we need to have an honest conversation about ASTRA, Go There Travel’s AI planning platform. It’s not about replacing your expertise with algorithms – it’s about amplifying your capabilities to match your clients’ evolving expectations.
Imagine having an assistant who:
- Instantly processes thousands of accommodation options whilst you focus on understanding your client’s hidden desires
- Handles the mundane “What’s the weather like in Copenhagen in March?” queries whilst you craft extraordinary experiences
- Manages real-time availability and pricing whilst you build the emotional connection that turns browsers into bookers
- Remembers every client preference, every successful booking pattern, every emerging trend – and serves them up exactly when you need them
Your clients are already using AI. The question isn’t whether you should too – it’s whether you’ll use it better than they can.
The Sustainability Factor (Yes, It Matters)
Here’s another nugget from the Marriott research: 73% of travellers now consider environmental impact when booking, with a third actively checking sustainability credentials before booking. AI can instantly filter thousands of options by sustainability ratings, carbon footprints, and environmental certifications. Can you do that manually for every client query?
ASTRA can. And it does it whilst you’re explaining to your client why that eco-lodge in Costa Rica is worth the extra investment.
The Clock Is Ticking (Rather Loudly)
Remember when online booking sites were going to end travel agencies? The smart agents didn’t fight the internet; they mastered it. They became the trusted guides in a sea of overwhelming choice. History is rhyming, and the melody is unmistakably artificial intelligence.
The Marriott research isn’t a warning shot – it’s a full symphony. With 79% of travellers planning the same or more holidays in 2026, the market is there. The demand is real. Oslo, Algiers, Muscat, Split, Cavtat, and Copenhagen are calling. The question is whether you’ll be equipped to answer.
Your Next Move
Every day you delay adopting AI is a day your competitors get stronger and your clients get more comfortable booking without you. But here’s the silver lining wrapped in genuine opportunity: you can still be ahead of the curve.
ASTRA isn’t just another piece of travel tech. It’s your bridge between where the industry was and where your clients already are. It’s the difference between being a travel agent watching the AI revolution from the departure lounge and being the one confidently conducting from the pilot’s seat.
Think about it: whilst this blog took you five minutes to read, AI has processed millions of travel queries worldwide. It’s helped thousands of travellers plan their perfect trips. Some of them were probably your potential clients.
Ready to stop reading about the future and start creating it?
Book your ASTRA demo today and discover how AI can transform your travel agency from a booking service into an indispensable travel partner. Because whilst AI can plan a trip, only you – armed with the right technology – can craft an unforgettable journey.