Travel Agent Prospecting Myths: What B2B Marketers Get Wrong About Contact Data | InfoGlobalData

Host-affiliated advisor:
May use technology supplied or recommended by the host while still purchasing complementary tools independently.

Host-agency decision-maker:
May influence technology selection across a larger advisor network.

Sending the same campaign to all three groups can obscure the actual buying structure.

Myth 5: Travel Advisors Are Resistant to New Technology

The data suggests a more nuanced picture.

Travel Weekly's 2025 Travel Industry Survey found that 59% of respondents had used AI platforms or tools, compared with 41% in 2024. Among respondents, 57% were very or extremely interested in using AI to create marketing material and website content.

However, adoption does not mean every advisor has the same level of technological maturity.

Travel Weekly also reported that 63% of advisors had reservations about AI-generated content's accuracy and lack of personal touch.

That creates useful technology segments:

• AI adopters
• AI experimenters
• AI-curious advisors
• Low-adoption advisors
• Technology-focused agency owners

Travel Market Report's 2026 Outlook on the Modern Travel Advisor, based on more than 700 advisors in the U.S. and Canada, similarly found that technology adoption is progressing while time-consuming tasks such as itinerary research and price comparison remain challenges.

The lesson is not to label advisors as "tech-forward" based on a single signal. Use multiple indicators where possible.