The Human Advantage: Why expert support matters more in the age of AI

AI is already changing travel, writes Expedia TAAP VP, Robin Lawther in the latest issue of Canadian Travel Press.

Lawther explains that AI “is helping people search faster, compare options more efficiently and build itineraries with far less effort than ever before. For travel advisors, that brings real opportunity. AI can remove friction, speed up admin and help surface better choices for travellers in less time.”

“At the same time,” he points out, “the travel industry continues to remind us that planning a trip and navigating the full travel journey are two very different experiences. Travel can be unpredictable. This summer alone, travellers have faced flight delays, cancellations and operational disruptions that even the most advanced technology would never be able to predict or resolve.”

And he continues: “These disruptions expose an important truth about the role of AI in travel. It can certainly help travellers prepare for a trip, but it can’t replace the confidence that comes from knowing someone can step in and support when plans change.”

Writes Lawther: “When a booking is wrong, a payment fails, a hotel cannot find a reservation or a flight disruption changes everything mid-journey, people do not just want an answer. They want reassurance, ownership and a path to resolution.”

And he adds: “That’s why, in travel, efficiency alone has never been the ultimate measure of value. Trust is.”

For the full story, check out the September 14, 2026 issue of CANADIAN TRAVEL PRESS.