09/25/2026
👀 Has this little guy started showing up in your feed too?
Meet “Muse,” an AI travel agent that says it can book your flights and hotels and build your itinerary around your schedule and budget.
Technology is amazing. We use technology every single day in the travel industry, and AI can absolutely be a helpful tool for ideas and inspiration.
But it is NOT a replacement for an experienced human travel advisor.
There’s a big difference between putting together an itinerary and actually knowing the travel industry.
A real travel advisor knows the questions to ask that a computer may not.
We know which connection times look possible on paper but we would NEVER recommend in real life.
We know that the cheapest flight isn’t always the best flight.
We know which resorts photograph beautifully online but may not be the right fit for your vacation.
We know the difference between a room that says “ocean view” and the view you’re probably imagining when you read “ocean view.”
We know entry requirements, transfer logistics, airline rules, cruise policies, insurance options, suppliers, destinations and all the little details that can make or break a trip.
And most importantly…
When something goes wrong, you have a HUMAN in your corner.
A flight gets canceled.
Your connection is missed.
The resort says they don’t have your room.
A hurricane changes your plans.
Someone gets sick.
Your transfer doesn’t show up.
That’s when the value of a professional travel advisor becomes very real.
AI is only as reliable as the information it has access to, and travel information changes constantly. Something that sounds completely confident can still be outdated, inaccurate or simply wrong.
After more than 20 years in business, we’ve learned that travel isn’t just about clicking “book.”
It’s about experience, relationships, advocacy and knowing what to do when Plan A suddenly becomes Plan B…or C. 😂
So yes — use technology. Use AI. Get inspired. Dream about where you want to go.
Then bring those ideas to a professional travel advisor who can help make sure what you found actually makes sense in the real world.
Because when it comes to your vacation, your money and your time…
Is this a Cute little AI guy? Absolutely.
Replacement for your travel advisor? Nope!! 😉