Why travel agencies are essential in the age of AI 

For years, predictions about the future of travel suggested that technology would eventually replace travel agents. Instead, the opposite is happening. 

As travel becomes more complex and travellers seek more personalised experiences, the role of the travel advisor is becoming increasingly valuable. 

Across Southern Africa, travel agencies continue to play a central role in the industry’s ecosystem, helping travellers navigate everything from airline changes and visa requirements to complex itineraries and corporate travel needs. 

Bryan Rufener, Travelport’s Industry Expert and Commercial Lead and I were noting this during a strategy session recently. Bryan works closely with agencies across the region, and he believes the real transformation lies in how technology supports the work of travel advisors rather than replacing it.

“Travel has always been a people business,” he said. “Technology should remove friction and give agents better access to information and content, but the value of human expertise remains incredibly important.” 

The emergence of modern travel retailing platforms is enabling agencies to access a broader range of airline content, pricing options and servicing capabilities through unified systems. 

This allows travel advisors to operate more efficiently while maintaining the high levels of service their clients expect. 

Artificial intelligence and automation are also beginning to play a role in improving operational efficiency. Tasks that once required multiple systems or manual processing can increasingly be handled through integrated platforms. 

But while technology is improving productivity, the travel advisor remains the central figure in the travel experience. 

Travellers are increasingly seeking guidance from professionals who understand destinations, suppliers and the complexities of international travel. 

In Southern Africa, the travel agency sector has demonstrated remarkable resilience, adapting to industry shifts and technological change while continuing to deliver value to customers. 

For agencies that combine strong relationships with modern technology platforms, the future remains highly promising. 

As the travel landscape continues to evolve, the most successful agencies are likely to be those that embrace technology not as a replacement for expertise, but as a powerful tool that enhances it. 

About Travelport Southern Africa 

Travelport is a global travel technology company connecting travel agencies, airlines, hotels, and travel providers through a modern travel retailing platform. Its technology enables travel businesses to search, compare, book, and service travel across multiple suppliers through a single integrated platform. In Southern Africa, Travelport works with a wide network of travel agencies, corporate travel providers, and travel groups. Through its new regional operator model, the company combines its global technology platform with strong local expertise to support the evolving needs of the regional travel industry. Travelport continues to invest in modern travel retailing, including new airline distribution capabilities, AI-driven tools, and automation designed to help travel businesses operate more efficiently and deliver better traveller experiences. 

Darren Osbourn – CEO: Travelport Southern Africa Operator | CEO: RTTC | Director: SevenC | Entrepreneur 

Darren Osbourn is a South African technology entrepreneur and the CEO of the new Travelport operator for Southern Africa. As CEO of RTTC and Director of SevenC Managed IT Services, Darren has spent more than three decades building businesses that use technology to unlock growth for African companies. With roots in open-source innovation and managed technology services, Darren’s work has consistently focused on helping organisations modernise their operations through smart technology and strong partnerships. As operator of Travelport in Southern Africa, Darren is leading the next phase of the region’s travel technology ecosystem – combining global travel distribution technology with local expertise to support agencies, travel groups, and partners across the region. He is passionate about entrepreneurship, regional growth, and the role technology –particularly AI and modern platforms – will play in shaping the future of travel in Africa.