'Trust is your new currency', plus five other AI trends influencing travellers in 2025 – and how travel agents can keep up

Agent training

Emma Dooney

10 November 2025

Build trust via offline expertise, hyper-personalise your service – and talk, talk, talk to your clients; what can agents learn from WTM London's AI masterclass? Emma Dooney reports.

Matthew Gardiner and Dan Christian — Dan Christian (right) shared his views on how AI is going to shape travel in conversation with Matthew Gardiner at WTM London (Credit: WTM London)

Travel trends guru Dan Christian has shared six ways he believes travel agents can harness AI off the back of new research into how today’s travellers plan and book their holidays.

Speaking at WTM London on Thursday (6 November), Dan Christian – host of the Travel Trends Podcast – outlined the key trends shaping travellers’ behaviours, and shared some practical strategies to help agents stay ahead.

Christian also offered insights from the Travel AI Summit 2025, which took place virtually last month, as well as predictions for the future of the sector. Here are just six of his key points.

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