When I read the headline in Travel Daily last Fri – ‘56% of Aussies doubt the importance of the human touch in travel planning’, I was deeply concerned.
Because this isn’t just a statistic. It is something I’m witnessing, day-in and day-out, through the lens of my coaching work, mystery calls and conversations across the industry.
Let me be clear: this is not a criticism of travel consultants – quite the opposite.
The travel agents I work with are passionate and they care deeply about creating memorable experiences.
They are juggling high volumes, complex bookings and increasing client expectations, all while delivering exceptional service.
But despite best intentions, what I’m seeing across the board is a growing connection gap, and it is showing up in ways that are quietly eroding trust and bookings.
Here’s how it often plays out: agents head straight into collecting dates, budgets and preferences – there is little space for genuine conversation or emotional connection.
Clients are handed off by email and the relationship becomes transactional. And then comes the frustration when the client ghosts, shops around or books online. Sound familiar?
If you’re finding yourself having to re-quote multiple times, or stuck in endless back-and-forth emails without real progress, chances are, the client is feeling uncertain – not about the trip… but about you.
And that’s a tough pill to swallow, but also an important one. Because in a world where AI is rapidly gaining ground, the human touch is no longer just a point of difference – it’s your entire value proposition.
What we need now isn’t just more product knowledge or sales scripts. We need to relearn how to connect. To make space for emotion, trust and curiosity in our conversations.
We need to stop defaulting to what feels ‘efficient’, and instead lean into what builds confidence and loyalty.
True consulting is more than asking questions. It’s how you make a client feel from the very first interaction.
It’s about the confidence you bring and the clarity you give them about the journey they’re about to go on with you leading the way.
That’s not something AI can replicate. But if we keep consulting like robots, it won’t need to. This isn’t a blame game.
It’s a moment of reflection. If we want to remain relevant, valuable and in demand, we need to evolve the way we connect and consult. The agents who are ready to do that work, to slow down, go deeper and rebuild their approach with purpose are already seeing the difference.
Clients are committing faster. Conversations are richer. And bookings are sticking.
So, to the travel agents and leaders reading this, I say this with total respect and a lot of heart: if you want to be the kind of expert clients never second-guess, now is the time to rewire the way you sell.
Not with Band-aid fixes or one-off techniques but with the mindset, process and confidence to bring your full value to the table.
Because the future of travel may include AI. But the future of great consulting? That’s still human.
Nicole O’Sullivan is the respected sales coach behind Birds Eye View Consulting, known for helping travel businesses move from reactive selling to confident, consistent conversions that stick.
With over two decades of experience in sales and leadership across retail, wholesale and call centre environments, O’Sullivan said she has seen it all & is not afraid to call it out.
