Balance AI adoption with human touch

As AI reshapes global travel, its role in India’s tourism trade is becoming pivotal. Mahendra Vakharia, MD, Pathfinders Holidays, believes the industry’s future hinges on how well it adapts to the technology. AI, he says, is not a threat but a transformative tool — one that can elevate efficiency and empower agents.

Surbhi Sharma

Artificial Intelligence (AI) has taken the travel and tourism industry by storm, transforming the way professionals operate and customers engage. For India’s travel trade, it has emerged as both a disruptor and an enabler — depending on how one chooses to adopt it. According to Mahendra Vakharia, Managing Director, Pathfinders Holidays, AI is here to stay, and embracing it smartly will define who thrives in the evolving ecosystem.

AI: Disruptor or enabler?

AI has brought immense efficiency, speed, and access to information, but it also exposes travel advisors who are unwilling to evolve. “In seconds, ChatGPT can produce full itineraries with hotels, restaurants, and experiences,” says Vakharia. “If travel agents are not updated with destination knowledge, they will cut a sorry figure before clients.” He stresses that AI should not be seen as a threat but as a tool to enhance performance.

Levelling the playing field

AI can particularly empower small and mid-sized travel agencies to compete with larger players. By leveraging its tools for itinerary planning, customer insights, and data-driven personalisation, smaller agencies can deliver the tailor-made experiences that today’s travellers seek. “Travel is increasingly about experiences,” Vakharia explains. “Advisors must use AI to explore possibilities, understand client preferences, and curate experiential travel plans. If used smartly, it can be a win-win for both client and advisor.”

Challenges in AI adoption

While the potential is vast, awareness and readiness remain key challenges. Many Indian travel agencies, especially traditional ones, still struggle to understand how AI fits into their daily business.

Adoption requires time, training, and mindset change. “Agencies need to become tech-savvy, invest in learning AI-driven tools, and understand how technology can enhance customer experience. Those who embrace it will stay ahead; those who resist will fade away,” says Vakharia.

Human touch matters

Despite the power of technology, Vakharia firmly believes that human connection remains irreplaceable. “AI cannot understand the human behind the holiday. A travel advisor knows his clients personally — their preferences, moods, and motivations. That emotional intelligence is what keeps the human advisor relevant.”