“The reports of my death are greatly exaggerated,” wrote Mark Twain when his obituary was published… while he was still alive. Travel agents can relate. Time and again, they’ve been declared obsolete, written off as relics of the past like fax machines and a pre-Trump Mark Zuckerberg.
Just like Twain, travel agents have survived every prediction of their extinction. Declared a dying breed time and again, they’ve been told they’d go the way of the dodo — yet they keep proving their worth.
We know. Agents offer something that AI can’t. And it’s not just booking stuff.
OpenAI has just introduced Operator, an AI-powered agent that can browse the web and book travel. Unlike a chatbot, it doesn’t just suggest flights or hotels, it can complete bookings on behalf of a user. It’s the latest step in automation that could change how travel is planned and sold.
And while we know agents do more than the booking, it raises a familiar but now urgent question: is ‘travel agent’ still the right title for what you do?
What does ‘travel agent’ really mean?
The term ‘travel agent’ has been around for decades, but its meaning has evolved. Historically, an agent acted as an intermediary—someone who arranged bookings, processed transactions, and provided access to products and services.
But today’s top travel agents do far more than that. They’re advisors, curators, and problem-solvers. They don’t just book travel—they shape it, tailoring experiences to each client’s needs. That’s where AI, including Operator, falls short.
Can AI replace a human advisor?
Tools like Operator are designed to handle tasks such as finding flights, booking hotels, managing simple requests. But travel professionals provide value: personalised service, insider knowledge, and human connections that AI simply can’t replicate.
At the recent opening of the itravel Ryde Eastwood store, Karryon got talking to the mother/daughter owners (and phenoms) Sue Todorovski and Emily Kadinski. Sue spoke of clients who have been booking with her for over 20 years, trusting her to know their preferences and craft the perfect holiday. Emily introduced clients who have become family — some even attended her wedding — clients who rely on her for more than just bookings, but for experiences tailored to who they are.

Consider this:
- AI can book a trip, but it can’t build relationships. Trust, understanding, and personal recommendations are still human strengths.
- AI follows instructions; consultants anticipate needs. A well-trained advisor knows when to suggest an alternative, a shortcut, or an upgrade a client didn’t even realise they wanted.
- AI is fast, but it lacks judgement. Operator can complete a transaction, but it can’t read between the lines of a client’s hesitation or excitement.
The future: Consultant, curator, or something else?
As technology advances, the travel agent’s role will continue to shift. If AI handles routine bookings (an agent), then human expertise becomes the premium product. The industry has already seen a move toward terms like ‘travel consultant’ and ‘advisor’ — titles that better reflect the value of expert guidance.
So, is it time to leave ‘agent’ behind? Maybe. What’s certain is that the future belongs to those who offer something beyond what AI can do.