In a world where AI can plan a trip in seconds, India’s most digitally fluent generation is making a surprising choice. Gen Z holidaymakers are turning back to human travel agents, prioritising expertise and reliability over algorithms. Why?
The Search for Authentic Experiences
For Gen Z,
travel is a form of self-expression. An Airbnb report found that 95% of young Indian travellers want their trip to feel personal and unique, not like a pre-packaged or viral itinerary. While AI can generate suggestions quickly, they often feel generic. Human agents, on the other hand, excel at understanding nuanced preferences. They can craft bespoke journeys that align with a traveller's specific interests, whether it's exploring offbeat destinations, finding genuinely local food, or staying in accommodation with character. This desire for authenticity is a driving force, with many young travellers actively seeking places that haven't been widely recommended online.
Curation Over Endless Scrolling
The digital world presents a paradox of choice. While travel apps offer endless options, the sheer volume can be overwhelming. A Skyscanner survey revealed that a staggering 87% of India's Gen Z find booking travel to be an overwhelming experience, with many feeling overawed by the options available. This is where human agents provide immense value. They act as expert curators, filtering out the noise and presenting a handful of well-suited options. This saves time and reduces the decision fatigue that often accompanies online travel planning, a service increasingly valued by a generation that wants a hassle-free experience.
The Invaluable Peace of Mind
When things go wrong—a cancelled flight, a problematic hotel booking, or a medical emergency—an AI chatbot is of little help. The true value of a human agent shines brightest during these moments of crisis. An agent provides a single point of contact for troubleshooting, re-booking, and on-ground assistance. This element of accountability is something AI currently cannot replicate. Research shows that while many travellers are open to using AI for inspiration, a significant number still hesitate to trust it with actual bookings due to concerns over reliability and lack of support when plans unravel. For complex international trips, visa-related travel, or family holidays, the expertise and assurance of a human planner are often considered indispensable.
Handling Complex and Group Travel
Coordinating a multi-city tour or a holiday for a large group with varying needs is a logistical puzzle. Stitching together flights, accommodations, permits, and activities across different platforms is complicated and prone to error. A Boston Consulting Group report pointed out that a large majority of travellers, around 80%, still prefer direct human assistance for complex itineraries or group travel. Agents streamline this process, managing intricate schedules and ensuring seamless coordination, a task where AI tools often fall short. For Gen Z, who often travel with friends or family, this coordinated approach is a significant draw.
A Hybrid Future: AI for Inspiration, Humans for Execution
The trend isn't a complete rejection of technology. Instead, Gen Z is adopting a sophisticated hybrid model. They are using AI-powered tools as a starting point for discovery—to research destinations, compare prices, and gather initial ideas. However, when it comes to the crucial final steps of booking and finalising a complex plan, they turn to the reliable expertise of a human agent. Many in the travel industry see this as the future: AI handles the breadth of research, while humans provide the depth of customisation, judgement, and support. This allows travellers to get the best of both worlds—the efficiency of technology and the irreplaceable value of human touch.
