The "Book Human, Book Barrhead Travel" campaign, which was first trailed by parent company Internova Travel Group in the US last year, is currently running across social media and online platforms with TV due to launch this month.

The video-led creative features an alternate reality where an AI-powered robot plans "dream" holidays.
 
Barrhead said the campaign is designed to make consumers "sit up and rethink" how they book their travel plans and hopes the juxtaposition of the content will encourage prospective holidaymakers to use their local travel agent. 

Jacqueline Dobson, president of Barrhead Travel, said the industry must make 2022 the "year of the travel expert" by using marketing resources to "cut through the noise" and convince "as many customers as possible" to book with an agent.
 
“Our Book Human campaign illustrates the impersonal experience you could expect booking with a faceless online booking tool," she added.

"As our campaign highlights, an online algorithm simply cannot match the first-hand knowledge or reassurances that our trained advisers can.

"AI can facilitate your booking, but it doesn’t care about the customer, nor can it provide exceptional service, advice or support."