The WTM London travel trade show recently took place in London—an exclusive event reserved for industry professionals. The focus was on identifying travel trends for 2027. What were the highlights of the event, and what captured the interest of travel industry experts?
It seems that travel agents are most concerned about the advancement of artificial intelligence. They are already finding it difficult to compete with AI-powered assistants—and this is likely just the beginning.
Modern neural networks are now capable of creating itineraries, selecting hotels based on specific criteria, finding flights and affordable tickets, and guiding the entire process through to the final stage: payment. Moreover, this can now be done via voice interaction. It is incredibly convenient—you simply chat with an AI bot as you would with a travel agent or a close friend, and it helps you find exactly what you need, whether it’s a tour, a hotel, or a flight.
Travel agents are—quite reasonably—worried that independent travelers might shift entirely to AI-driven trip planners. While AI won’t replace every travel agent, and many tourists will still prefer human assistance, a significant number of agents could find their jobs at risk. This could happen in the very near future.
(We recently mentioned that AI could conduct city tours, potentially taking work away from human tour guides—and that is already beginning to happen.)
At RUS-TOURIST, we stay at the forefront of innovation, so we asked an AI: “What impressed travel agents the most at WTM London?” AI, in particular, noted the following:
At the recent WTM London 2026 exhibition, travel agents and industry professionals were most struck by a shift in tourist behavior: travelers are being forced to economize strictly, yet they still demand a premium level of service, top-tier hotels, personalized attention, and unique experiences.
A paradox? Luxury and frugality at the same time? The statistics surprised industry experts—about 60% of the travelers surveyed are seeking a luxury vacation while simultaneously needing to cut costs significantly. Tourists are willing to shorten the duration of their trips or opt for cheaper flights, yet they remain prepared to pay a premium for their accommodation and experiences (such as excursions, private guides, and dining).
Are tourists asking for too much? How can their “wish lists” be fulfilled to ensure they remain satisfied? If travel agents cannot manage this, AI will step in to do it for them. Progress cannot be stopped. Travel agents, too, must learn to leverage AI as an effective tool.
To be continued.