Gen Z is the AI generation. So why are they calling travel advisors more than Boomers?
The headlines predicted AI would replace travel advisors. The opposite is happening. AI writes the itinerary, ranks the hotels, and finds the deals. The travel advisor does the same, then takes the booking and picks up the phone when the flight gets canceled at midnight. According to new research from ALG Vacations, AI users across generations are still calling travel advisors, and Gen Z and Millennials are leaning on them hardest.
Among AI users, 51% of Millennials and Gen Z say they have used a travel advisor when booking a vacation, the highest rates of any generation. Baby Boomers, who came of age before the smartphone, report 44%. Younger does not mean wanting less human help.
They are not avoiding AI either. In fact, the same generations most likely to use a travel advisor are also the most AI savvy. Among AI users, 31% of both Gen Z and Millennials say they completely trust travel recommendations generated by AI. Among Baby Boomers, the figure is 12%. Gen Z and Millennials are not picking sides. They are picking both.
Older generations show a sharper preference. Among Baby Boomers, 59% trust a travel advisor more than AI for final vacation decisions, while 15% trust AI more.
AI is a useful tool for inspiration and research. The travel advisor has the same skills but brings firsthand experience and judgment. They have the relationships with the people who actually run the resorts, the access the public does not always see, and the kind of knowledge that comes from booking these trips for a living.
That preference for travel advisors is highest in higher-stakes travel situations. Asked when they would prefer working with an advisor over AI, 36% of AI users say when something goes wrong, such as a canceled flight or a double-booked hotel. They also turn to advisors for complex multidestination trips, family or group travel, and luxury bookings.
“Travel advisors are the essential link between travelers and the global travel industry. They offer trusted expertise, simplify complex choices, and bring peace of mind in an era when navigating travel can feel overwhelming. Unlike AI tools that rely on algorithms alone, travel advisors bring human insight, creativity, and education to every trip,” said Zane Kerby, president and CEO of the American Society of Travel Advisors.
The data does not show AI replacing travel advisors. While AI plays a role, advisors bring the expertise, relationships, and support that AI users keep coming back for. The youngest, most AI-fluent travelers are using both more often than anyone older.
Methodology
ALG Vacations commissioned Atomik Research to conduct an online survey of 1,000 U.S. adults who currently use AI tools. The margin of error is plus or minus 3 percentage points at a 95% confidence level. Fieldwork was conducted between April 24 and April 28, 2026. Atomik Research, part of 4media group, is a creative market research agency.
This story was produced by ALG Vacations and reviewed and distributed by Stacker.
