How technology and personalization are redefining the role of travel agents

The evolving role of travel agents was a central theme in the insights shared by Bertrand Sava, General Manager of Retail at HBX Group, during an interview with TravelDailyNews International at MarketHub Europe in Algarve, Portugal. Sava’s reflections underscored a significant shift in industry perceptions—from a time when technology was seen as a threat to traditional agents, to a present in which it is a powerful tool enabling deeper personalization and stronger client relationships.

Sava acknowledged that only a few years ago, even he believed that digital tools and AI would diminish the need for human travel advisors. However, data and real-world behavior tell a different story. “Forty percent of Gen Z and Millennials are returning to travel agents,” he noted, compared to just 14% of older generations. This generational reversal is driven by the complexity of travel planning in a digital-first world and the rising desire for tailored, values-driven travel experiences.

In the evolving role of travel agents, personalization now plays a key role. Younger travelers are not satisfied with generic packages; they want travel that reflects who they are and what they value. According to Sava, today’s travel agents must act not only as planners but as curators—interpreting a customer’s needs, preferences, and aspirations to deliver unique, emotionally resonant experiences. This is where AI becomes an enabler, not a competitor. “The travel agents using AI are the ones thriving. It’s not AI versus agents—it’s AI empowering agents,” he emphasized.

Sava stressed that while consumers seek personalization, privacy regulations like GDPR make data handling complex. However, he clarified that travel agents don’t need to store sensitive data. “Face-to-face interaction remains key. Technology helps interpret broader travel trends and behaviors, allowing agents to make intelligent, GDPR-compliant recommendations,” he explained. Platforms like bets online—under HBX Group—aggregate such insights to support agents without compromising data integrity.

Despite the accelerating pace of digital transformation, Sava believes travel agents are ready to adapt. “They adapted with the internet—now they must do the same with AI,” he said. He highlighted that many agents already utilize smart tools via service providers, enabling them to compete effectively in today’s market.

Sava also offered three strategic recommendations for travel professionals navigating the evolving role of travel agents:

1. Connect with clients where they are: Travel agents must establish a presence on social media, online communities, travel blogs, and messaging platforms to showcase expertise and build trust—even before a booking is made.

2. Embrace technology: Using AI, data platforms, and automation tools can free up time for agents to focus on personalized service and customer care—critical components of value in today’s marketplace.

3. Go beyond booking: The transaction is just the beginning. Agents must remain connected throughout the travel journey, suggesting experiences, providing support, and offering added value. “If things go wrong, you need to be there,” Sava noted, emphasizing the importance of continuous engagement and real-time availability.

With travelers increasingly demanding customized, meaningful journeys—and expecting their travel advisor to be available before, during, and after the trip—agents must integrate tech-powered solutions while retaining the human touch that builds loyalty.

As Bertrand Sava summarized, the next generation of successful travel agents will be those who connect deeply, personalize authentically, and respond quickly. In this new paradigm, AI is not a replacement for agents—it’s their competitive edge.

The article How technology and personalization are redefining the role of travel agents first appeared in TravelDailyNews International.