How You Can Beat AI Travel Agencies

With OTA’s and new AI travel agencies impinging on your audience and customer base, you’re understandably concerned. Young travelers are open to AI-driven travel planning and services.

Agency owners on the other hand appear to be resisting anything that carries that artificial intelligence tone to it. However, as unappetizing as AI’s implications sound now, it is wiser to use AI technology well.  You can leverage to highlight the irreplaceable value of your human agents, advisors and guides. You can hire AI-enhanced freelancers to give your agency a significant boost in visibility and lead generation. If AI travel agencies control the narrative about “traveler value and service” you will lose your clientele gradually and inevitably.

Let’s Get to the Good Part Faster: SEO and Great Content Experiences

There are plenty of agency owners talking negatively about SEO, AEO and GEO, organic fee traffic and blogging, and even YouTube. Facebook/instagram + email + ppc is all we need? Even with AI, you’ll still need all your lead channels up and running — it’s the full marketing and promotion experience your customers expect. 

Here’s how to use AI enhance to create a full scale social media strategy.

Creating a Powerful Human-Centered Travel Brand

Let’s get you into the winning spirit and with a quick look at how you can beat AI travel agencies and OTA’s:

1. Be Where AI Pureplays and OTAs Are Weak

• They have no real human connection: humans don’t feel emotional toward machines, only other human beings.
• They lack destination expertise:  advisors and local tour guides with real actual experience in destinations are more compelling and helpful.
• Their content lacks authenticity: AI and OTAs give generic answers; we can generate personalized, human stories, insights, and actual experiences your target audience can relate to.
• Their company offers no real trust: Travelers don’t trust faceless algorithms with their once-in-a-lifetime trips. You can build personal trust and credibility and connect them to real people — travel experts who can understand their unique travel preferences
• Too much choice distracts reducing intent to buy: OTAs give “option overload.” You can curate and simplify, for specific, niche products which is what most travelers want.
• Weak post-booking engagement: OTAs don’t care after the transaction because caring is a human thing and AI has a big challenge faking that. Through our authentic, human-centered travel content, we can add value before, during, and after travel.

2. Position Yourself as a Specialist, Not a Commodity Seller

• AI and OTAs thrive on generic mass-market travel and struggle to connect with travelers about niche destinations. You can win by being the go-to for a niche.
• Adventure travel, cruises, safaris, wellness retreats, luxury honeymoons, senior travel, cultural immersion tours.
• Or focus on demographics: solo women travelers, digital nomads, multi-gen families.
• Or by destinations: become the top authority for Portugal wine tours, Patagonia trekking, or Japan slow travel.
• When travelers search for something deeper than price, they’ll find you.

3. Build a Brand Around Storytelling & Impact

• Share emotional narratives and real stories about destinations and people.
• Create immersive content: short-form video, photography, live streams from destinations.
• Highlight the social impact of travel (supporting local guides, cultural preservation, sustainable tourism).
  AI and OTAs can’t convincingly tell those stories.

4. Offer Concierge-Level Personalization

• Be the “human AI” with empathy.
• Remember birthdays, preferences, and travel quirks.
• Provide advice on little things AI misses: best times to visit hidden spots, how to navigate local etiquette, how to avoid tourist traps.

5. Control the Customer Relationship

• OTAs own the customer relationship, not the supplier. To beat them:
• Build direct relationships through email, social, and community.
• Create a membership or loyalty club with perks (exclusive deals, early bookings, insider tips).
• Offer personal travel planning calls — something an OTA can’t replicate.

6. Leverage AI Differently (Don’t Compete Against their Strength)

• Use AI to analyze traveler intent and behavior.
• Create personalized itineraries faster than you could manually.
• Automate the back-end grunt work, so you spend more time on customer-facing value.
• Instead of letting AI replace you, let it amplify your best talent.

7. Build Community

• AI agencies and OTAs don’t create communities — but people crave belonging.
• Facebook groups, Instagram communities, and private travel clubs can be earned and owned channels.
• Host small group events or webinars (“How to See Italy Like a Local”).
• Foster connections between your travelers — your agency becomes a tribe, not just a booking site.

Promises, Promises

Due to the uncertainty of no-human contact, smart travelers will want to reach a real, trusted travel expert, of which the AI travel agencies have few.

However, conversely, I’m not convinced that AI-served consumers will warm up to any travel expert summoned from a social ad. Once begun impersonal and non-committal via AI, it stays that way. Impersonal becomes part of their new intent.  Most likely, they’ll return to use the AI-itinerary booking tools, and then expect the advisor to iron out any issues with their trip.  And how many pro advisors would like seeing their role reduced to an itinerary fixer?  How will they add value at this point in the purchase and build a genuine person-to-person connection?

AI can be an aid in visualization and pre-trip planning, but if travelers are served with bland, common AI-generated travel descriptions, Chatbot answers, and “cross your fingers” bookings, is this a worthy scenario for your amazing agency?

With respect to marketing, we’ll be designing content and messaging to make customers want to forget the AI self-service thing and get the certainty and full joy of the perfect vacation via real travel advisors. The goal is to make the traveler realize the full value of an experienced travel advisor.  So in fighting AI, we end up presenting your value more clearly and effectively. This project will make your business stronger.

Understanding AI and Learning How to Beat It

Generative AI served up via ChatGPT, Google Gemini, or other GPTs is helpful for low-budget amateur creators. From content research to Chatbot answers, it can help them produce much better copy and tactics, even photos and videos. Below, we’ll explore a little closer so you can see “the tarnish on the shiny new buttons.”

AI is a brewing threat to Google, Bing, META, Linkedin, who are being flooded with copycat, AI-generated content. It’s a nightmare those companies must now screen out. The very content the AI LLM GPTs are pumping out will be filtered out in the name of authenticity and real human engagement. And is there anything worse than social/email AI auto-replies and fake sincerity and certainty?

1. Visualize how fake the “emotional relationship” with an AI system is. Where’s your opportunity in that? Humans need human interaction, and not fake humans. Customers need to know the travel pro and identify with them in a personal way. Of course, online is the medium, so you will need content and a live presence where travelers can interact with your advisors. They need constant proof that they have a real human connection to them and there’s real value in that.
2. People don’t do social media to publish stuff, they actually crave real, person-to-person responses – with people who are real, with warmth, joy, relatable flaws and their own personality and values. You could focus on this personal connection with customers and what that’s really about. How do you connect one personality to another different personality and make the best of it?

AI in Your Travel Content Marketing Strategy

There are things to like about AI. ChatGPT, Gemini, DeepSeek and other GPTs can gather a lot of information quickly to give us ideas fast. They can slant their output to your brand and to a particular audience to give us ideas. They’re a sounding board, but I can tell you they’re not that great when you get to a sophisticated level. They can’t scrape that off the web because it’s not published. Companies keep their top brand tactics to themselves.  And brands are very difficult to comprehend.  AI is only good at the basics.

Let’s take a quick look at Generative AI’s basic content marketing strengths:

• Content Research, Ideation and Inspiration: Generative AI can assist creators and copywriters in brainstorming new content ideas and providing new creative angles to blogs, social posts, PPC ads, and email messages.
• Production Efficiency: Generative AI tools can advise and enlighten the content writer and generate drafts of blog posts, social media updates, product descriptions, and drafts, significantly reducing the time/effort needed to produce content.  This automation of content attracts a lot of users, who don’t want expertise, but rather just have something that sounds presentable.
• Enhanced Mass Personalization: AI can analyze vast amounts of customer data to understand individual preferences and behaviors, for the use of automated recommendation engines and personalized email and social messages for higher engagement rates.
• Scalability: Generative AI can easily handle large volumes of content creation and deliver content in multiple languages or formats, making it highly scalable for organizations of all sizes.
• Data-Driven Insights: AI-powered analytics where available, can analyze market data and consumer behavior to uncover insights and trends, which can inform content strategy and optimize campaigns for better performance (prescriptive analytics). You can leverage this info for your manual campaigns.

In the Hands of Your Top Talent

Yes, AI systems can make one single marketing creator/strategist very effective by replacing a monotonous layer of work, giving them time and financial resources to maximize their unique skill set and experience – unleashing improve marketing results. Given most companies are reluctant to spend on marketing, this turns the table on agency budget spending habits – for the good.

Now after that glimpse of AI’s strengths and benefits, let’s look at its weaknesses and failings. Because these are the Achilles heel we can leverage to win.

Trust, Empathy and Real Confidence: AI’s Weaknesses

AI systems don’t have the trusted human-to-human connection with travelers that’s so vital in initial engagement, closing bookings or keeping clients loyal for years on end.  AI LLM GPTs can only provide or mimic a travel decision process.  They give the customer too much control where the traveler doesn’t really understand what they’re doing.  The traveler needs guidance to build a great trip.

AI travel agencies want minimal interaction and costs, so their ideal is minimal human CSRs, agents and advisors – fully xHuman. They’re creating AI travel advisors for maximum throughput and minimal contact. Do travelers feel confident when there is no human involvement? It has to concern them.  They feel alone and worried about one missed connection or a nightmare hotel or some documentation detail. These AI travel companies target a hurried, cost-conscious travel audience for high-volume itineraries to common destinations. The service becomes a commodity which will have no winners – a race to the bottom.

A better audience are those wealthy, luxury travelers across the globe who calmly take their time to find the perfect travel experience.  And your agency is much more attractive to them.

Your advantage then is to sell unique travel itineraries, to unique niche audiences, and wary travelers who fear too good to be true travel deals. Your travel marketing will connect them with real, experienced travel advisors who have actual experience with destinations and tours. And when your marketing emphasizes the value of your experienced advisors, it erodes travelers’ reverence of the AI travel product. In our content, we can discuss or infer the comparison.  You provide real person-to-person security and confidence about a complex itinerary as well as listen to the traveler’s real preferences. AI isn’t real, so it can’t.

If personal connections with the traveler are the key that supports your business model, you’ll be conditioning the traveler to look ahead to that and actually prefer it.

Personalizing Content: A Major Improvement in Travel Marketing

Tech people believe AI is the only way to personalize, but that’s not so.

One clever way you might get the edge on the AI travel companies, is to mimic AI personalization in your content, email messaging, and your visuals. It can and should refer to one of your advisors, with reference to common advice they give to their clients. You may already have this functionality in your current travel management software or travel marketing software. Your advisors/agents should input key notes on each customer in discussion to allow you to edit your emails or text messages. This is better than just tracking their online behavior.

Given you’re not getting tens of thousands of leads just yet, you can take greater care with your best leads and repeat customers.

Mimicking AI Personalization with Human Expertise in Content Marketing

Let’s take a general look at how you might out-personalize your AI travel company competitors.

The goal is to create content that feels tailor-made for different segments of your audience, even if it’s not dynamically generated by an algorithm.

1. Deep Audience Segmentation (Manual Data Collection & Persona Building):

• Beyond Demographics: Instead of just age and income, your advisors are gathering rich qualitative data:
  • “Travel DNA”: What excites them? What are their deepest travel dreams? What are their fears (e.g., getting lost, language barriers, security)?
  • Past Experiences: What did they love/hate about previous trips (booked with you or elsewhere)?
  • Lifestyle & Values: Are they eco-conscious? Adventure seekers? Foodies? Mountain bikers or skiers, or luxury travel connoisseurs? Family-focused?
  • Pain Points: What frustrates them about travel planning or past trips?
  • “Their Own Words”: Actively collect direct quotes from feedback, conversations, and even casual comments. This is gold for content.
• Create Detailed Personas: Based on your advisors’ insights, create 3-5 (or more) detailed client personas. These aren’t just fictional; they represent real patterns your advisors see. Give them names, backstories, and specific travel desires.
  • Example Persona: “Eco-conscious Solo Explorer Emma”: Loves off-the-beaten-path destinations, values sustainable practices, prefers small group tours or independent travel, interested in cultural immersion and wildlife. Avoids mass tourism.
• Leverage UGC & Feedback Systematically:
  • Dedicated Feedback Channels: Make it easy for clients to share feedback (surveys, direct emails, post-trip calls).
  • Internal Knowledge Base: Your advisors should be logging key client insights in a shared CRM (even a simple spreadsheet works) so that everyone can access and learn from these rich profiles.
  • Testimonials & Stories: Actively request and curate written or video testimonials that highlight specific positive experiences and why they valued your human touch.

2. Niche-Specific Content Creation (Human-Curated Expertise):

• “Expert Spotlight” Series:
  • Blogs/Videos: Have your advisors write or speak about their personal expertise. “Jane’s Top 5 Hidden Gems in Tuscany for Foodies,” “Mark’s Essential Packing List for an African Safari,” “Sarah’s Guide to Sustainable Travel in Costa Rica.” This showcases their knowledge.
  • Q&A with an Expert: Solicit common traveler questions and have your advisors answer them in blog posts or short video clips. This directly addresses pain points and builds trust.
• Curated Itineraries/Guides: Develop highly specific, detailed guides for your niche personas. These are not generic; they reflect the insights gathered:
  • Example for “Eco-conscious Explorer Emma”: “7-Day Ethical Eco-Adventure in the Amazon: A Guide by Sarah, Your Sustainable Travel Expert.” This would include specific sustainable lodges, local community interactions, and ethical wildlife viewing tips.
• Problem/Solution Content:
  • Blog Series: “Solving Your Travel Headaches: How a Human Advisor Makes the Difference.” Address common frustrations (e.g., last-minute changes, complex visa requirements, finding authentic local experiences) and explain how your advisors handle them with personal care.
  • Case Studies: Share anonymous success stories where an advisor went above and beyond to solve a client’s problem or create an extraordinary trip.
• “Day in the Life” Content: Show snippets of your advisors researching, connecting with local partners, and experiencing destinations. This builds authenticity and highlights the human effort behind their recommendations.

3. Personalized Communication Flows (Manual & Segmented):

• Segmented Email Marketing: Instead of one newsletter for everyone, send different emails to your persona segments.
  • Example: Emma receives emails about new sustainable travel options or eco-lodges, while “Luxury Lover Liam” gets updates on exclusive resort openings and private tours.
  • Triggered Emails (Manual): If an advisor knows a client is interested in a specific region, they can manually trigger an email with relevant blog posts, current deals, or even a personal note.
• Direct & Intentional Outreach: Your advisors should be empowered to reach out personally to clients (via email, phone, or messaging apps) with highly relevant content they know the client will appreciate, based on their profile.
  • “Hi [Client Name], I just read this article about [niche topic] and immediately thought of your interest in [specific preference]. Thought you might enjoy it!”
• Personalized CTAs (Calls to Action): Instead of a generic “Book Now,” tailor CTAs in your content.
  • “Ready to explore sustainable travel? Connect with Sarah, our Eco-Adventure Expert, for a personalized consultation.”
  • “Dreaming of a luxury escape? Chat with David, our Bespoke Travel Concierge, to design your perfect getaway.”

4. Authenticity and Storytelling (The Human Advantage):

• Embrace Imperfection: Unlike AI, humans make mistakes and have personal experiences. Share advisors’ anecdotes, even minor travel mishaps they overcame, express unique views, show personality. This builds relatability.
• Highlight the “Why”: AI can tell you what to book. Your advisors can explain why a particular experience is transformative, why a certain destination fits a client’s soul, or why they personally love a specific tour operator. This taps into emotions.
• Video Content with Advisors: Short, unscripted videos of your advisors sharing tips, reflecting on recent trips, or giving personal recommendations. This humanizes your brand significantly.
• User-Generated Content with Context: When sharing UGC, add a brief quote from one of your advisors about why that particular image or experience resonates with their philosophy or what they know about that client’s journey.

How to Appear Better Than AI and Automation Services:

1. Emphasize Empathy and Emotional Intelligence:
   • Content Angle: “We understand your wanderlust on a deeper level than any algorithm.”
   • Highlight Stories: Share client testimonials that focus on how your advisors listened, understood, and solved problems that an AI couldn’t.
   • Focus on the “Journey” not just the “Transaction”: AI helps you book. Humans help you dream, plan, and feel secure throughout.
2. Showcase True Expertise and Insider Knowledge:
   • “Beyond Google” Information: Your advisors have visited destinations, have personal contacts, and know things that aren’t easily found online (e.g., best time to visit a local market, hidden cafes, and to reach reliable local guides). This is invaluable.
   • Curated Networks: Emphasize that your advisors have cultivated relationships with trusted partners worldwide, ensuring seamless experiences and access to exclusive opportunities. AI doesn’t build relationships.
   • Problem Solving in Crisis: Highlight how your human advisors are there for clients during unexpected events (e.g., flight cancellations, lost passports). AI can rebook, but it can’t offer reassurance and creative solutions in real-time.
3. Stress the Value of Time and Peace of Mind:
   • “Your Time is Precious”: Position your advisors as curators who save clients countless hours of research and stress, offering meticulously planned trips. AI can save time, but often requires extensive user input.
   • “A Human Safety Net”: Emphasize that in a world of endless options and potential pitfalls, your advisors provide a human safety net. This is a core differentiator.
4. Promote the “Human Connection” and Relationship Building:
   • Content on “Why a Travel Advisor”: Dedicate content to explaining the unique benefits of working with a human expert – the trust, the relationship, the feeling of being truly cared for.
   • Meet the Team: Feature your advisors prominently on your website and social media. Let their personalities shine.
   • Testimonials from Repeat Clients: Show how clients come back again and again because of the relationship they’ve built with their advisor.

By focusing on the irreplaceable qualities of human expertise – empathy, intuition, problem-solving under pressure, relationship building, and true insider knowledge – your content marketing can differentiate your travel agency, tour marketplace, or DMO, and attract clients who value a truly personalized and secure travel experience over pure automation.

It’s a great way to build your connections to customers and make AI personalization seem weak in comparison.

Competing against AI is an ongoing process, requiring the intent to learn and win using strategy.  What I’ve described above is just the beginning of a powerful effort to help your business win and keep ahead of what is your major threat — a tidal wave of AI travel companies cheapening the perceived value of travel advisors.

Discover more on online travel marketing and how I can be your greatest business asset.