Why travel consultants matter even more in the age of AI

The first Wednesday of May is National Travel Agent Day, and to celebrate, we’re looking at the ways travel consultants combine the latest technology with the human touch to give you unique, personalized experiences while travelling the world. (Supplied)

With the rise of AI-powered tools, travel planning has never been more accessible. You can research destinations, compare prices, and map out itineraries in a matter of minutes.

In fact, a recent study by Pacific Blue Cross found that nearly half of Canadians are already using AI to help plan their trips.

But while technology has transformed how we gather information, it hasn’t replaced the need for human expertise. If anything, it’s made the role of travel consultants even more valuable.

The first Wednesday of May is National Travel Agent Day, and to celebrate, we’re looking at the ways travel consultants combine the latest technology with the human touch to give you unique, personalized experiences while travelling the world.

Information vs. interpretation

AI excels at processing data, and can scan thousands of flights, hotels and activities, then make recommendations based on trends and reviews. For you, that means faster, more efficient research. However, that information isn’t the same as personalized insights.

Rather than simply recommending popular options, experts like CAA travel consultants use AI as a tool to collect raw data, then turn it into something meaningful. They can offer recommendations grounded in real-world experience, destination knowledge, and a deep understanding of your individual preferences.

By automating the time-consuming tasks like research and comparison, AI also allows consultants to focus on what matters most: delivering thoughtful, human-led planning to guide tailored, informed decisions.

Travel consultants also play a critical role in catching AI hallucinations. If you’ve used AI tools before, you know they aren’t always correct. Thanks to their first-hand experience and knowledge, travel consultants are uniquely qualified to verify the output of AI chatbots to make sure your holiday is planned and booked with the latest accurate information.

Bringing creativity to life

While AI can structure an itinerary, it often lacks the nuance and creativity that make a trip truly memorable. Travel consultants bring that essential human element, listening closely to your goals, interests, and motivations, then design experiences that feel personal and intentional.

Whether it’s recommending a hidden gem restaurant, planning a meaningful cultural experience, or building in time for rest and spontaneity, consultants add depth that goes beyond templated suggestions.

Many CAA travel consultants use AI as a starting point, then rely on their own expertise to refine and personalize each itinerary to give you an elevated travel experience.

Navigating the unexpected

Even the best-planned trips can face disruption. Weather delays, cancellations, and unforeseen challenges are a reality of modern travel. Earlier this year, severe weather at Toronto Pearson International Airport led to more than 166 flight cancellations and 375 delays in a single day.

Situations like these can quickly turn a dream trip into a stressful experience.

While AI tools can provide updates or suggest alternatives, they can’t advocate on a traveller’s behalf or make judgment calls in real time. On the other hand, travel consultants can step in immediately to rebook flights, coordinate changes, and offer reassurance when plans shift unexpectedly.

That ability to combine technology with human judgment ensures travellers receive timely, practical solutions when they need them most.

Unlocking added value

Another advantage of working with a travel consultant is access to benefits that aren’t always available through self-service booking platforms. AI can surface deals and compare pricing, but it can’t unlock exclusive perks or personalized extras. Through trusted partnerships, CAA travel consultants can offer added value such as exclusive CAA member benefits, travel protections like CAA Delay Pass, and convenient services including passport photos.

Not only do these extras make your life easier as a traveller, they provide peace of mind, something that’s difficult to quantify through algorithms alone.

A better way to travel

As AI continues to evolve, it will remain an important part of the travel planning process. It makes information more accessible, speeds up research, and helps streamline logistics. But beyond efficiency, great travel is about connection, confidence and meaningful experiences.

This National Travel Agent Day, it’s worth recognizing that behind every well-planned journey is more than just data. It’s the expertise, creativity, and care of a travel consultant who knows how to turn information into something truly memorable.

In a world powered by technology, the best trips are still guided by people. And to get a personalized holiday plan tailored to your travel goals, whether you want an adrenaline rush, a rich cultural experience, or even just easy, seamless travel, get the help of a dedicated CAA travel consultant to bring your next adventure to life.