Google has just set out the clearest roadmap yet for the company’s shift towards AI-first search, and in my view, it is set to shake up the way people search far sooner than everyone is anticipating.

Moreover, there will be profound implications not only for how travellers search for – and book – their travel, but also for the role of travel agents, who must act now and work with AI rather than against it.

At the heart of the announcement is AI Mode, Google’s new conversational experience, which is already live as a separate tab in the US and India before it’s fully integrated into the main search.

Unlike traditional search, AI Mode transforms how users interact with information, enabling them to have dynamic, multi-step conversations.

Travellers searching for "family-friendly tours in Costa Rica" will no longer see just a list of links. Instead, Google’s AI can respond to follow-up queries like: "What about for kids under eight?"

This is not just another AI Overview snippet. It’s a full conversational engine designed to mimic the experience of speaking with a personal travel agent.

My prediction? This will become the default search experience within 12 months — not the two to three years most people are assuming.

When AI becomes your competitor

The implications are significant, and I’ll be blunt – most travel agents rely on their networks to get leads. AI Mode is not going to disrupt that pipeline dramatically.

Travel remains a complex, high-consideration purchase, requiring context, trust, and reassurance — all areas where conversational AI thrives.

Unlike transactional products, travellers ask about weather conditions, age suitability, accessibility and what to pack. AI Mode is designed precisely to support these layered discovery journeys that agents have traditionally handled.

However, one thing doesn’t change: users still need to book. While Google’s AI might offer recommendations, it cannot (yet) complete a booking.

Resilience as a defence strategy

I’ve been working with travel companies for years, and the smart travel agents I know are already building defences against AI disruption.

First, own your client relationships beyond the booking. AI can research destinations, but it can’t handle visa rejections, flight delays or the moment a client realises they packed winter clothes for a tropical cruise.

Your value isn’t in finding flights, it’s in being the human safety net when things go wrong. It’s also your access to perks and incentive programmes.

Second, specialise deeper than AI can. While AI might know general information about Tuscany, you can know which villa owners personally accommodate gluten-free dietary restrictions, or which local guides speak fluent Mandarin. That hyperlocal, relationship-based knowledge is incredibly difficult for AI to replicate.

Third, focus on complex, high-touch bookings. AI excels at simple transactions but struggles with multi-generational family trips, groups with specific requirements or luxury experiences requiring personal curation. Position yourself as the expert.

AI – your new research assistant

This is something I’m seeing first-hand: travel agents who embrace AI as a tool rather than fear it as competition are already seeing advantages.

Several tour operators are already integrating Google’s AI models into their agent-facing platforms. Jet2holidays, for instance, is using AI-powered search functionality to help agents quickly find relevant packages based on complex client requirements.

The agents using these tools are cutting their research time by 60-70%. They’re using AI to handle the grunt work, then applying their expertise to curate and present the best matches to their clients.

I’m seeing other opportunities, such as using AI to generate personalised itineraries, qualify leads through chatbots and tailor upsell suggestions based on client preferences.

These changes are already under way. For travel agents, the time to act is now. Do not view yourselves as victims of AI disruption, but as its strategic partners.

I’ve been predicting this shift for months, and now it’s here. The question isn’t whether AI will change how travellers discover and book trips; it’s whether you’ll be part of the conversation.

Brennen Bliss is founder and chief executive of travel and tourism specialist digital marketing agency Propellic.