Kansu: AI will reshape tourism but human expertise will remain vital

Speaking at the ITF Tourism Summit, held as part of the International Istanbul Tourism Fair, Kansu took part in a panel titled “New Revenue Architecture in Tourism: Balancing Artificial Intelligence, Distribution Channels, and Direct Sales”.
Kansu said one of the biggest changes facing the sector would be the way customers search for travel options, arguing that future systems would move away from presenting users with hundreds of choices and instead focus on identifying a smaller number of options that best match their needs.
He said artificial intelligence would play a central role in that shift, with digital travel assistants becoming more sophisticated and capable of understanding a customer’s budget, intentions and previous preferences before making personalised recommendations.
However, Kansu stressed that the rise of AI would not mean the end of travel agencies.
He said technology could process data, compare prices and handle routine tasks, but the human element would remain essential when customers needed reassurance, responsibility and practical solutions, particularly during unexpected problems or crises.
According to Kansu, travel agencies are therefore likely to evolve from businesses focused mainly on bookings into more comprehensive travel advisers managing the customer journey from beginning to end.
He also highlighted the growing importance of data, saying tourism companies already hold large amounts of information but that data only becomes valuable when it can be analysed and turned into a more personalised customer experience.
Kansu said the future of tourism would not be defined by a competition between direct hotel sales and travel agencies, but by a hybrid model in which hotel sales channels, agencies and AI-based systems work alongside one another.
He added that agencies would continue to play an important role, particularly in helping hotels and tourism businesses reach new markets.
Kansu also argued that tourism should not be treated like a fast-moving consumer product, saying the industry ultimately sells experiences rather than simply hotel rooms or airline seats.
He said the real competitive advantage in the years ahead would not come from possessing the most advanced technology, but from using technology effectively to improve the customer experience and generate revenue.