yaml
id: 6650 title: "The travel industry's biggest gap & what can be done about it, according to a serial mystery shopper" date: "2026-05-08" updatedDate: "2026-05-08" excerpt: "Travel advisors have access to unprecedented information, but the real challenge isn't product knowledgeâit's genuine human connection. According to industry expert Nicole O'Sullivan, conversations are becoming too transactional, with advisors focusing on logistics rather than understanding what truly matters to customers." coverImage: "https://images.nomadlawyer.org/images/blog/travel-news/2026/05/the-travel-industrys-biggest-gap-038-what-can-be-done-about-it-according-to-a-se.jpg" coverImageAlt: "Travel advisor having a meaningful conversation with a customer about their travel plans" coverImageCaption: "Image generated by AI" tags:
- travel-industry
- customer-service
- mystery-shopping
- travel-advisors
- AI-in-travel
- customer-connection
- travel-trends slug: "the-travel-industrys-biggest-gap-038-what-can-be-done-about-it-according-to-a-se" category: "travel-news" author: "Preeti Gunjan"
The Travel Industry's Biggest Gap & What Can Be Done About It, According to a Serial Mystery Shopper
Travel advisors have never had more information at their fingertips. But according to Nicole O'Sullivan, managing director of Birds Eye View Consulting and travel industry expert, knowledge isn't the industry's biggest challenge right now; it's connection.
Drawing on countless mystery audits and close work with sales teams, O'Sullivan says too many customer conversations are becoming transactional rather than personal, especially as AI reshapes how travellers research and book trips.
The Knowledge-Connection Paradox
"From my perspective, the biggest gap in the industry right now isn't product knowledge, it's connection," she tells Karryon in an interview.
According to O'Sullivan, most consultants still sound "professional and knowledgeable", but conversations often remain stuck on "logistics".
"There's a lot of focus on logistics like dates, destinations and budget, but not enough time spent understanding what actually matters to the customer or why they're travelling in the first place," she remarks.
That disconnect can have serious consequences for travel advisors competing against direct booking channels and AI-powered tools.
Why Customers Walk Away
"Customers aren't walking away because they didn't get the right option, they're walking away because they didn't feel understood⊠or what was presented simply didn't feel right," says O'Sullivan, a former Flight Centre and Cruiseabout leader.
In reality, Nicole believes many consultants have been trained to collect information without fully interpreting it or confidently guiding clients towards decisions.
"We've taught teams how to collect answers, but not how to truly understand them," she suggests.
In some instances, O'Sullivan says interactions now feel closer to dealing with an automated system than with a travel expert.
"In many cases, the experience feels no different to interacting with a system. [They have] structured questions, minimal curiosity and then [ask customers] to go away and 'have a think'," she explains.
Bots vs Bonds
One mystery audit particularly stood out.
"In fact, in one recent experience, I was encouraged to go and use Copilot to build my own itinerary and email it through for pricing without any attempt to understand my trip or even capture my details."
For O'Sullivan, that reflects a wider issue emerging across the sector as AI tools become more common.
"That's not a service gap, that's a connection gap," she says.
She also believes some advisors may be prioritising enquiries based on potential commission returns rather than customer needs.
The Real Problem Isn't LeadsâIt's Conversations
Importantly, O'Sullivan doesn't see this as a lead-generation issue.
"The industry doesn't have a lead problem, it has a conversation problem," she remarks.
She believes the advisors standing out today are the ones slowing conversations down, listening carefully and offering clear, confident recommendations.
"With AI becoming more prominent, this becomes even more important," O'Sullivan adds.
"Information is easy to access. What's not easy to replicate is genuine human understanding and the ability to make someone feel confident in their decision.
"Customers don't always want someone with all the answers; they want to feel like someone actually cares about getting it right for them. That's where the real value sits moving forward."
What This Means for the Travel Industry
As AI floods travel with instant answers, Nicole O'Sullivan's warning feels timely. Travel advisors who create genuine connections, not just itineraries, may become the industry's most valuable differentiator.
The shift from transactional to transformational service isn't about working harderâit's about working differently. By prioritising empathy, active listening, and authentic understanding over data collection and logistics, travel advisors can reclaim their position as trusted advisors in an increasingly automated landscape.
Key Takeaways
- Connection trumps knowledge: Product expertise alone won't differentiate advisors anymore
- Listen, don't just collect data: Understanding customer motivations matters more than ticking boxes
- Slow down conversations: Taking time to truly understand clients builds confidence and loyalty
- Genuine care is irreplaceable: What sets humans apart from AI is authentic concern for customer outcomes
- Commission-chasing backfires: Prioritising customer needs over potential returns builds lasting relationships