Artificial intelligence, changing consumer habits and the rise of content creators are reshaping how travel is sold. But will technology replace cruise specialists, or simply redefine what it means to be a successful travel agent?
A day in the life of a travel agent once consisted of navigating Galileo, sorting through print brochures and chatting to excited holidaymakers for hours. While those fundamentals remain as important as ever – minus the outdated technology – the way agents sell cruise is changing at a pace few have predicted.
Artificial intelligence can now draft itineraries in seconds, social media has transformed how consumers discover and research holidays and customers are arriving armed with comparison sites, online reviews and even AI-generated recommendations before they’ve spoken to someone. At the same time, cruise lines are investing heavily in new technology, while placing an even greater emphasis on the value of a cruise holiday.
And this speed of change is accelerating. According to ABTA’s latest Holiday Habits report, the number of people using AI for holiday inspiration has doubled year-on-year, while 43 per cent say they would now be confident to some degree allowing AI to plan their holiday. Yet despite the rapid rise of new technology, traditional sources of advice continue to dominate. Internet searches remain the most popular source of travel inspiration (48 per cent), followed by recommendations from friends and family (41 per cent).
However, as AI becomes more capable and cruise lines invest in direct digital channels, some question whether fewer customers will need the help of a travel advisor at all.
For some, these developments represent an existential threat to the traditional travel agent. If technology can answer questions, compare itineraries and generate personalised recommendations, where does that leave the humans? Yet many within the industry argue the opposite is true: that as cruise holidays become increasingly complex and customers are overwhelmed by choice; expert guidance will be even more valuable.
Agents are no longer just sellers – they’re content creators, community builders, social media executives, marketers and emotional support. Here, we explore the trends reshaping cruise retail, in a bid to answer one central question: what will the cruise travel advisor of the future look like?
For 10-year travel industry veteran Emma Otter, the role of the cruise agent has shifted from primarily being about booking cruises to “truly designing” unforgettable experiences.
“Ten years ago, a travel agent’s response to a cruise enquiry was much more reactive than proactive, with many clients coming to us with a specific ship, line or even fare they had already researched and we were often focused on finding availability and a good price,” she tells Cruise Trade News.
“Today, the market is far more complex and crowded: ocean, river, expedition, ultra‑luxury, yacht‑style, themed sailings and immersive pre‑ and post‑land stays. As a result, we have become curators and translators.”
Otter believes agents’ value now lies in cutting through the noise, matching the right guest to the right ship, cabin type, itinerary and onboard culture, and then wrapping it all into a door‑to‑door journey. “We are also far more involved in managing expectations around sustainability, health protocols and destination impact than we were a decade ago,” she adds. “The advisor’s role is now part travel designer, part risk‑manager, part storyteller and part long‑term relationship builder.”
The biggest change to the role in the last 10 years, Otter says, is the rapid rise of technology, specifically AI. “For me, technology and AI are most powerful when they sit beside me at the desk, not in competition with me,” she adds.
“Customers are increasingly tech‑savvy and expect quick answers, clear information and smooth communication across email, WhatsApp and social channels. AI helps me respond faster, but it is still my knowledge and relationship with each client that turns those answers into bookings.”
Otter is echoed by Sarah Bolton, who has been a Travel Counsellor for more than 20 years. “Consumer expectations are higher than ever, with many more guests having either cruised already or followed cruise influencers meaning that they already know quite a bit,” she says.
“Guests are using AI to do research, which currently is still throwing up incorrect answers, so a lot of my job is explaining the correct version. As the cruise guest gets younger, and as we go through the years where guests are more digitally savvy, guests expect documentation to be in apps etc, and at a high standard.”
However, Bolton believes future success for travel agents will come in focusing on skills that are already required, not learning new ones. “With more product coming onto the market, I think [the skill agents should develop] will be the skill that’s already needed – knowing the product and understanding the best fit for each guest,” she continues.
"The cruise industry never stands still. There are always new ships, destinations, onboard experiences and technology changing the way we work, so staying curious and open to learning will be essential"
While experienced advisors have adapted to new technology, those entering the industry have never known anything different. Josh Harris, who secured his role in cruise as a marketing executive for Paramount Cruises two and half years ago, says social media and technology are “incredibly important” in his day-to-day work life.
“Working in marketing, I naturally looked at how we could explain things in a simple and engaging way, particularly through social media and video,” he says. “At the same time, I learned so much from the experienced team around me. Their product knowledge and understanding of customers have been invaluable and combining that experience with fresh ideas and a digital mindset has helped me grow in my role.”
Combining the experience of his colleagues with his social media acumen has helped Harris form a closer relationship with his customers. “Social media has transformed how people research cruises,” he continues.
“Customers want to see what life on board is really like through videos, photos and genuine experiences before they even think about booking. Creating authentic content that answers their questions and gives them confidence is far more valuable than simply promoting a holiday.”
Harris believes agents must keep learning to stay ahead of the curve and in customers’ minds. “The cruise industry never stands still. There are always new ships, destinations, onboard experiences and technology changing the way we work, so staying curious and open to learning will be essential,” he explains.
“Technology will continue to play a bigger role and help advisors work more efficiently, but I don’t think it will replace the personal side of the job. People still want trusted advice from someone who understands their needs and can help them choose the right holiday.”
For P&O Cruises associate vice president of sales and distribution, Ruth Venn, product knowledge will remain fundamental for travel advisors, but adaptability will become increasingly important.
“Customer expectations are changing and technology is evolving, so advisors will need to stay curious and keep learning,” she says. “Customers face more choice, which can add confusion and an increasing need for experts who can simplify decisions and explain the value of a cruise holiday beyond price alone.
The advisors who will thrive are those who combine technology with expertise, strong relationships and a commitment to continuously developing their knowledge. The fundamentals of trust and experience won’t change, but the tools available to support agents certainly will.”
One of those tools, Venn highlights, is AI. Instead of replacing agents, she believes the technology will help advisors access information and personalise recommendations more efficiently. “I see AI and technology as an enabler,” she says.
“The biggest opportunity is removing some of the administration and research time that can take advisors away from their clients. Many customers want reassurance and confidence before they book. That human expertise isn’t going anywhere. Advisors who embrace AI will have more time to focus on the conversations and relationships that make a difference to customers.”
Andrea Stafford, sales director UK and Europe for AmaWaterways, says the most important quality she looks for in a travel agent is the ability to sell what is right for a client. “The most successful advisors are able to use their own knowledge to select the right experience and product and sometimes tell a client ‘no’. Advisors need to have the confidence that they are the experts,” she continues.
“I think that human connection is the most important thing when it comes to selling travel. AI cannot inspire a customer to travel like a travel advisor can. However, the right use of technology and use of AI can free up an agent’s time to focus on building that personal connection.”
According to CLIA UK and Ireland managing director, Andy Harmer OBE, agents have evolved in line with the wider sector. “Travel advisors have evolved into trusted consultants. Today’s cruise market is more diverse than ever, with an incredible range of destinations, ships, experiences and price points available,” he says.
“At the same time, customer expectations have increased. Travellers are looking for more personalised recommendations, a greater understanding of the options available, and reassurance they are making the right choice for both their budget and their holiday aspirations.”
For Harmer, the advisors who will thrive will be those who continue to learn. “Cruise is constantly evolving, and those who invest in training, ship visits and first-hand experience will be best placed to guide customers with confidence,” he advises.
If there’s one certainty, it’s that the role of the travel agent will continue to evolve. The tools may change, customer expectations will keep shifting and artificial intelligence will almost certainly become more sophisticated, but the industry’s leading voices agree on one thing: technology is unlikely to replace expertise. The travel advisor of 2036 may spend less time booking holidays than building communities, creating content and using AI to deliver highly personalised recommendations, but their greatest competitive advantage will remain distinctly human.
