The Human Touch In Travel: Danielle Riddle On Why AI Falls Short

As AI tools take over the travel industry, Danielle Riddle of Inspired Travel is advocating for a return to human connection. Below, Danielle shares why real customer care matters more than ever—especially when travel plans go awry. From snowstorm chaos at YVR to massive tech outages, she highlights the emotional intelligence AI lacks and how it’s reshaping travel in 2025. —Noa Nichol

What inspired you to speak out about the limitations of AI in travel booking tools, and how do you see this impacting the future of the travel industry?

Ultimately, the growing reliance on these technologies without fully understanding their capabilities and constraints is what inspired me to speak out about AI limitations. While AI has revolutionized the travel industry by streamlining bookings, personalizing recommendations, and optimizing processes, we must ensure these tools are used accurately to achieve the best possible outcomes. The potential of AI is immense, but its effectiveness hinges on how well it is integrated with the expertise of actual people.

Education is the key here. Travel agents and professionals need proper training on how to collaborate with AI tools, rather than assuming these systems can fully replace people. AI excels at handling data and automating repetitive tasks, but it lacks the human qualities of empathy, intuition, and the nuanced understanding of individual needs that are so vital in the travel industry.

If we defer entirely to AI, we risk losing the essence of what makes travel service exceptional. Like, the ability to connect with clients on a personal level and provide solutions that go beyond algorithms. Empathy, care, and tailored service are what build trust and create memorable experiences for travelers, something no AI can replicate. By focusing on how we can work collaboratively with AI, we can preserve the integrity of the industry, whilst leveraging the best of both worlds.

Can you share specific examples of how human travel advisors have stepped in to resolve challenges that AI tools couldn’t’t handle, such as during the Vancouver snowstorm or the 2024 travel outage?

Human travel advisors have consistently demonstrated their value by stepping in when AI tools fall short, particularly during these unpredictable or highly nuanced situations.

The Vancouver Snowstorm

During a significant snowstorm in Vancouver, many flights were delayed or cancelled, leaving travelers stranded. AI tools struggled to handle the high volume of rebooking requests and could only offer automated options based on availability within their algorithms. These tools often lacked the ability to account for nuances like coordinating connecting flights, securing alternate transportation methods, or addressing travelers’ specific needs, like families with small children or people requiring medical assistance.

Our agents however, stepped in to manage the chaos. They leveraged their industry knowledge, personal contacts with airlines, and creative problem solving skills to secure alternative flights, book nearby accommodations, and even arrange for transportation to less-affected airports. They were also able to provide emotional support, calming stressed travelers, and offering reassurance, something AI cannot do.

The 2024 Travel Outage

The 2024 travel outage, caused by a widespread technical failure, disrupted thousands of flights and overwhelmed airline systems. AI tools, while designed to handle routine scenarios, could not cope with the scale of the outage or interpret the finicky nuances of conflicting policies from different airlines. Automated systems often failed to provide clear guidance, leaving travelers frustrated and without solutions.

Our agents once again were able to fill this gap by working tirelessly to navigate the complex web of airline policies, liaising directly with airline representatives to advocate for their clients. They identified creative solutions, such as rebooking flights through codeshare partners or using alternative routes not flagged by automated systems. Beyond logistics, they yet again provided the much needed empathy and communication, guiding travelers through an incredibly stressful experience with understanding and care. Sometimes just having someone to talk and vent to, can make the world of difference when dealing with a chaotic travel disruption or unforeseen challenges.

In both cases, the ability of our agents to go beyond what AI tools could offer was instrumental. These examples highlight the importance of maintaining a balance between AI efficiency and human expertise. AI is invaluable for routine tasks and enhancing productivity, but the human touch remains irreplaceable, especially during crises when empathy, creativity, and advocacy are critical.

What are the most significant emotional needs travelers face, and how do you ensure your services meet those needs better than technology alone?

Most people think a travel advisor provides, first and foremost, a logistical service. What is often overlooked however, is how emotional the whole process is. Travelers face significant emotional needs, such as reassurance, trust, connection, and a sense of security. Meeting these needs goes beyond what technology alone can provide, and requires a deep understanding of human behavior, empathy, and personal engagement.

Reassurance in Uncertain Situations

Travelers want to feel confident that their plans will go smoothly, especially during unexpected disruptions. It’s so important to provide clear communication, regular updates, and proactive solutions. For example, if a flight is cancelled, it’s important to not only provide alternatives, but to communicate the reasoning behind our decisions so the client can feel confident that the new options are the best solutions to suit their specific needs. The personal touch reassures our clients that someone is actively advocating for their interests.

Trust in Our Expertise is Vital

Travelers need to trust that their agent is knowledgeable and has their best interests at heart, which is ultimately achieved by combining experience with personalized service. It is essential to qualify each client individually and take the time to truly understand their specific preferences and needs. Whether it’s a family seeking kid friendly activities, or a solo traveler looking for off-the-beaten-path adventures. This focus on building trust ensures travelers feel confident that their journey is thoughtfully curated.

Connection and Personalization

Travelers want experiences that feel unique and aligned with their values and aspirations. While AI can recommend destinations or activities based on algorithms, we really need to take the time to have in-depth conversations with clients and qualify them properly; Discover what excites them, their bucket-list dreams, and even their concerns. Then we can create itineraries that reflect their individuality, offering them a connection to the experience that no algorithm can replicate.

Emotional Support During Stressful Situations

Travel is stressful, especially when plans go awry. Travelers often seek empathy and guidance. We need to always remain clam, listen to frustrations, validate their concerns, and offer immediate, practical support and assistance. During emergencies, we act as both a problem solver and a source of emotional support, ensuring clients feel cared for even in difficult moments.

Security in the Unknown

Travelers want to feel safe, especially when venturing into unfamiliar territories. By offering detailed, tailored advice about destinations, cultural norms, and safety precautions, this ensures our clients can feel confident to explore. We also provide 24/7 emergency support, which is managed internally, by real agents, so clients know they can reach us for urgent requests, and also during unforeseen circumstances. An assurance technology alone cannot match.

By focusing on these emotional needs, we can ensure that we are providing more than just logistical support, but also a sense of care and human connection. While technology plays a valuable role in enhancing efficiency, it cannot replace the empathy, intuition, and personalized service that define a truly exceptional travel experience.

How do you see the role of human customer care evolving in the travel industry alongside advancements in AI and automation?

The role of human customer care in the travel industry is evolving to become more complementary to advancements in AI and automation, focusing on tasks and interactions that require empathy, creativity, and complex problem-solving. Rather than being replaced by technology, travel advisors need to shift toward roles that enhance the customer experience in ways AI cannot.

Strategic Partnership with AI

We need to focus on working alongside AI tools, using them to handle routine tasks such as data entry, basic inquiries, and preliminary trip planning. This will free up time for advisors to focus on higher value services, like tailoring and designing complex itineraries, navigating unforeseen disruptions, and building deep client relationships.

For example, AI might generate flight options or hotel recommendations, but the human advisor can refine those suggestions based on the traveler’s unique needs, such as personal preferences, accessibility requirements, or specific travel goals.

A Greater Emphasis on Empathy and Personalization

While AI excels at processing vast amounts of data, it cannot replicate the emotional intelligence required to connect with travelers on a human level. As automation handles logistical tasks, human advisors need to concentrate on offering empathetic, personalized service. Advisors should be trusted confidants, offering reassurance during crises, providing expert guidance, and anticipating unspoken needs. For example, when a client faces a family emergency while travelling, the advisor’s ability to offer both logistical solutions and emotional support will remain irreplaceable.

Crisis Management and Problem Solving

AI tools often falter in situations requiring creative problem solving or flexibility, especially during unexpected events like natural disasters or system-wide outages. Human customer care will play a critical role in navigating these challenges, using their industry expertise, personal networks, and adaptability to create solutions that automated systems cannot. We need to ensure that our advisors are adequately educated when it comes to dealing with emergencies and major disruptions, as these skills will become increasingly more important as we continue to evolve harmoniously with AI in the travel industry.

Proactive and Experiential Planning

AI can provide travelers with generic recommendations, but human advisors need to focus on taking experiential planning to the next level by proactively suggesting curated, unique experiences that align with a traveler’s personal interests. We need to get back to basics and teach our advisors to become true travel agents again. In a portal-based travel booking world, travelers are craving authenticity, expertise, and the human touch, so now more than ever, these highly sought after skills are becoming paramount to the success of a modern-day travel provider. A passionate and educated human advisor can suggest hidden gems, off-the-beaten path destinations, unique cultural experiences, or special perks based on a deep understanding of a client’s tastes and past feedback, something an AI might miss when relying solely on data patterns.

Focus on being a people-based brand

In an increasingly automated world, human customer care is becoming a key differentiator for travel companies. Customers value brands that prioritize human interaction, recognizing that meaningful service goes beyond transactional efficiency. Advisors serve as the human face of the company, fostering loyalty and trust by providing thoughtful, attentive care that makes travelers feel valued and understood. And it’s our job as leaders to ensure that this is what we’re investing in when it comes to our people.

Looking Ahead

The future of human customer care in the travel industry lies in embracing a hybrid model. AI and automation is inevitable, and provides an amazing resource for agents, handling repetitive, time-consuming tasks, while humans focus on building relationships, offering empathy, and solving complex challenges. This partnership ensures a more seamless, efficient, and emotionally satisfying travel experience for clients, preserving the heart of what makes the industry truly special.

What advice do you have for travelers who rely heavily on AI tools but want to ensure they’re prepared for unexpected disruptions?

It is important to remember that you will still need to be prepared for unexpected disruptions. The old saying applies; You get what you pay for. Using AI alone means you will not have access to professional services that can make travel so much more efficient, cost effective, seamless, and will offer peace of mind in challenging times, which is vastly underestimated until you find yourself in a situation where you really need it.

Some things to be mindful of include;

Use AI as a Starting Point – AI tools are excellent for finding flights, hotels, and activities, but they often lack context or the ability to handle unique scenarios. Double check the information and confirm details directly with airlines, hotels, or tour operators to avoid surprises.

Have a Backup Plan – Disruptions can happen anytime, from flight cancellations to weather-related delays. Be prepared and keep emergency contacts, offline maps, and alternative routes handy.

Combine AI with Human Expertise – Consider working in conjunction with a travel advisor for complex trips or during high-risk times in order to mitigate issues on the road.

Stay Informed – AI tools often don’t account for real-time updates, like weather disruptions or sudden policy changes. Sign up for alerts and monitor real-time updates from multiple sources.

Always Get Travel Insurance – Ensure it covers cancellations, delays, and emergencies. This will provide peace of mind and financial protection when disruptions occur.

Be Prepared – Disruptions can leave you stranded, so be prepared by carrying essentials like chargers, travel documents, and emergency contacts.

Seek Human Support – AI tools can provide logistical answers but lack the human empathy needed in stressful situations. If disruptions leave you frustrated or uncertain, turn to trusted travel advisors, friends, or family for guidance and reassurance.

AI tools are incredibly powerful, but they work best when combined with proactive planning, human expertise, and a dose of flexibility. By preparing for the unexpected and leveraging the strengths of both AI and human resources, you’ll be better equipped to handle disruptions and ensure a smoother, more enjoyable journey.

As someone with years of industry experience, what do you think AI tools overlook when it comes to crafting personalized and seamless travel experiences?

AI tools have undoubtedly transformed the travel industry, but there are critical elements they often overlook when it comes to creating truly personalized and seamless travel experiences:

Nuanced Personal Preferences

AI relies on data patterns, but it can miss the subtle, emotional nuances that make experiences unique. For example, a traveler might prefer a boutique hotel with local charm over a luxury chain, something an algorithm might not identify without explicit input.

Contextual Decision Making

AI struggles to adapt to complex situations that require human judgment. When rebooking a cancelled flight, AI might focus solely on availability, whereas a human advisor considers factors like layover durations, connecting flights, and traveler stress levels.

Anticipating Unspoken Needs

Experienced travel professionals anticipate needs travelers might not articulate, such as recommending accessible accommodations for elderly travelers or suggesting activities that balance adventure and relaxation for families. AI typically waits for explicit input to make suggestions.

Emotional Support

AI cannot provide empathy, reassurance, or the calming presence travelers need during disruptions. Travel is deeply personal, and human advisors can comfort stressed clients while offering solutions, an essential aspect of exceptional service.

Flexibility in Challenging Senarios

AI follows predefined rules and struggles with creative problem solving. During a natural disaster or major travel disruption, human advisors can think outside the box, leveraging industry relationships and alternate solutions to assist clients, something AI fails to produce.

Cultural and Local Insights

AI often overlooks the finer details of cultural etiquette, local norms, or lesser-known destinations. Human experts draw from personal experience and connections to provide rich, authentic recommendations.

Building Trust and Relationships

AI tools are transactional by nature, while human advisors build trust and long-term relationships by truly understanding their clients’ values, preferences, and travel goals.

AI excels at efficiency, but crafting seamless and personalized travel experiences requires empathy, creativity, and intuition, qualities that only experienced travel professionals can provide. By blending AI’s capabilities with human expertise, we can offer travelers the best of both worlds.

Your Instagram post highlights the importance of industry expertise in travel planning. How does this expertise influence Inspired Travel’s approach to customer care?

At Inspired, industry expertise is the cornerstone of our customer care approach, ensuring every client’s experience is thoughtful, seamless, and personalized. Here’s how it shapes our philosophy:

Tailored Travel Experiences

With deep industry knowledge, we go beyond generic options to craft bespoke itineraries that reflect each client’s unique preferences and goals. Whether it’s uncovering hidden gems or curating exclusive experiences, our expertise allows us to deliver travel plans that feel truly personal.

Proactive Problem Solving

Our experience helps us anticipate potential challenges, like seasonal travel disruptions or logistical hurdles, and address them proactively. We also use our industry connections to secure benefits like upgrades or priority access, ensuring smoother, more enjoyable travel experiences.

Empathy and Human Connection

Travel planning isn’t just about logistics; it’s about understanding what makes each trip meaningful. Our expertise allows us to build genuine relationships with clients, offering emotional support and reassurance, especially during unexpected disruptions.

Quick Thinking and Creative Solutions

When challenges arise, our team draws on years of experience to act quickly and think outside the box. From rebooking flights during delays to finding alternative accommodations, we solve problems with efficiency and care, something AI alone simply can’t replicate.

Keeping Ahead of Industry Trends

The travel landscape is constantly changing, and we stay informed about emerging destinations, new travel protocols, and innovative experiences. This ongoing learning ensures we always provide the best options for our clients.

Building Trust and Confidence

Clients trust Inspired because our expertise translates into reliability. They know that every detail of their trip is handled by professionals who are committed to excellence, allowing them to relax and enjoy their travels.

At Inspired, our industry expertise isn’t just about knowledge, it’s about using that knowledge to create truly memorable travel experiences. It’s the foundation of our customer care, ensuring every journey, be it leisure or corporate, is smooth, enriching, and tailored to the individual.

What are some of the biggest misconceptions travelers have about AI-based booking tools, and how do you educate clients on the value of human assistance?

Many travelers turn to AI-based booking tools for convenience, but there are some common misconceptions about how these tools work and what they can truly offer. At Inspired, we take the time to educate our clients on how human expertise can enhance their travel experience in ways technology alone simply can’t.

Here are some of the biggest misconceptions about AI-Based booking tools:

“AI Tools Are Always Accurate and Reliable”
A lot of people believe that AI provides perfect recommendations, but the truth is, these tools sometimes miss the finer details like local customs, visa requirements, or a traveler’s unique preferences. They can rely on outdated or incomplete information, leading to potential mistakes that only a human can catch.

“AI Can Handle Any Travel Disruption”
AI can help with simple tasks like rebooking flights, but when things get complicated, like bad weather, overbooked flights, or last-minute emergencies, AI tools unfortunately aren’t equipped to handle it all. They can’t negotiate on your behalf or adjust to unexpected changes with the flexibility a human advisor can.

“AI Offers the Best Deals and Experiences”
AI is great at finding basic, cost effective options, but it often misses the extra touches that make a trip memorable. Hidden gems, exclusive upgrades, or a tailor-made experience based on your personal interests. These are things an AI might overlook.

“AI Replaces the Need for Human Interaction”
Some believe that AI tools can fully replace human advisors, but that’s not the case. AI can’t offer the empathy, creativity, or personalized care that makes travel experiences truly special. A human advisor understands the emotional side of travel, from the excitement of planning to navigating challenges along the way.

Here’s how we can educate our clients on the value of human assistance:

Highlighting the Human Touch
We remind clients that travel is about more than just logistics, it’s a deeply personal experience. While AI tools might get the details right, they can’t offer the empathy or reassurance you need when things go wrong. We’re here to listen, support, and help you every step of the way, not just solve problems.

Showcasing Expertise
We use our years of experience to provide a level of service that goes beyond what AI can offer. Whether it’s recommending unique destinations, anticipating needs, or solving tricky travel issues, our knowledge makes the experience smoother and more enjoyable.

Explaining AI as a Tool, Not a Replacement
We see AI as a helpful assistant, not a replacement for the personal touch. AI can handle the basics, but when it comes to creativity, flexibility, and understanding your specific needs, a human advisor is irreplaceable.

Sharing Real-Life Examples
We love sharing stories of how our expertise continues to make a difference. Whether it be when an AI tool fails to account for over-bookings, but we quickly find an alternative flight and/or accommodation, or when weather disruptions hit, and we’re able to seamlessly re-route travelers to avoid missing deadlines and unnecessary stress. These real-life examples highlight the value of having a human advisor in your corner.

Offering Personalized Service
We engage with our clients, asking about their preferences and travel goals, so we can offer personalized suggestions that go beyond cookie cutter options. This personalized attention ensures that every detail is aligned with what matters most to them.

AI-based booking tools can certainly make travel planning easier, but they can’t replace the human touch. At Inspired Travel Group, we combine the power of technology with the expertise, care, and personal connection that only human advisors can provide. Together, we create travel experiences that are truly unforgettable.

What trends do you see shaping the travel industry in 2025, particularly as it relates to balancing technology and human interaction?

In 2025, the travel industry will see major advancements in technology, but the need for human expertise and connection will remain just as important. Here are the key trends shaping the future of travel, especially in balancing tech with human touch:

Personalized Travel with AI

AI will enhance personalization by offering tailored suggestions based on your preferences. However, human advisors will refine these recommendations, ensuring they meet your unique needs and create truly customized experiences.

AI and Human Support Working Together

AI will assist with bookings and quick fixes, but when travel disruptions or complex issues arise, human advisors will step in with empathy, creativity, and personalized solutions.

Sustainable Travel Focus

AI will suggest eco-friendly travel options, but humans will ensure these choices align with your values and create meaningful experiences that go beyond the algorithm.

Augmented Reality (AR) Enhancements

AR will offer virtual tours and real-time translations, but human advisors will guide you through these tech experiences to make sure they feel authentic and suited to your needs.

Wellness Travel Growth

As wellness travel expands, AI can suggest destinations, but only human advisors can understand the emotional needs behind your wellness goals and guide you to the right experiences.

Contactless Travel

Touchless tech will speed up processes like check-ins, but human guidance will still be essential to address concerns and personalize your journey, especially in complex situations.

Flexibility and Safety

AI will help with updates on cancellations and changes, but human advisors will ensure your safety and comfort, advocating for you when things get complicated.

In 2025, the ideal travel experience combines the efficiency of technology with the expertise and empathy of human advisors. Together, we believe they will create seamless, personalized, and meaningful journeys for travelers.

Personal question: what destinations are on your list for 2025?

For 2025, I’ve got my sights set on some incredible destinations that are full of culture, adventure, and unique experiences. Nicaragua, Turkey, and Oman are at the top of my personal hit list, and I’m so excited about what each has to offer.

Nicaragua

Nicaragua feels like a hidden gem just waiting to be explored. From its dramatic volcanoes to its tranquil lakes and colourful colonial cities like Granada, it’s perfect for anyone looking for adventure mixed with charm. What draws me most is how untouched it feels, there’s this raw beauty to the country that’s hard to find elsewhere, offering a similar mix of natural beauty, and adventure to its popular neighbour, Costa Rica, but with a quieter, less commercialized vibe. Plus, it’s becoming a leader in eco-tourism, which makes me feel good about supporting a destination that values sustainability.

Turkey

Turkey has been on my radar for a while, and I can’t wait to experience its incredible blend of history, culture, and landscapes. Whether it’s exploring the iconic sites of Istanbul, floating in a hot air balloon over Cappadocia, or relaxing along the stunning turquoise coast, there’s just so much to see and do. Turkey has this amazing way of balancing East and West, making every part of the journey feel rich and layered. It’s also so affordable for what it offers, which makes it even more appealing for 2025, and why it’s going to quickly be on everyone’s bucket list.

Oman

Oman is a destination I’m especially excited about because it feels so authentic and off the beaten path. It’s a place where you can really immerse yourself in Arabian culture, from the bustling souks in Muscat to the vast, golden dunes of the Wahiba Sands. I’m also drawn to the natural beauty; rugged mountains, pristine beaches, and stunning wadis that look like something out of a dream. Oman’s focus on preserving its culture and environment makes it even more special to visit.

These three destinations are on my personal travel list because they offer something truly unique, whether it’s raw natural beauty, rich cultural history, or meaningful experiences. I can’t wait to explore them in 2025!