“Technology is not here to replace the travel agent but to help them become more of an expert, focus on unique areas, and offer more sophisticated services. AI, for example, helps filter information and tailor services to customers, enabling agents to provide a more accurate and faster response,” said Revital Ben Natan, CEO of Ofakim Travel, in an interview at Calcalist’s AI conference held in Tel Aviv.
Ben Natan emphasized the importance of integrating technology and artificial intelligence (AI) into the tourism and aviation industries, while highlighting the continued significance of human travel agents. She pointed out that even in today’s technological age, people still seek personal attention and end-to-end service, especially during emergencies. She explained how AI helps agents streamline their work through data management systems and price comparison tools. She also mentioned that agents need to adopt technological tools, which allows them to focus on areas that require human expertise.
With all the new technologies and apps, why do we still need travel agents?
“It’s true that there are many apps and digital tools, but people still want end-to-end service, someone to personally take care of them, especially in emergencies or when they face difficulties abroad. We saw this during the pandemic and again with the current issues in air travel—how crucial it is to have someone you can rely on, someone you can call when everything goes wrong. This is particularly evident in premium services where personal attention is key.
“I don’t believe travel agents will disappear. What’s important is integrating technology and AI into their work. Technology is here to assist agents, not replace them. It helps agents become more specialized, focus on unique areas, and offer more sophisticated services. AI, for example, filters information and adapts services to customer needs, allowing agents to respond more quickly and accurately.”
How do you use technology and AI in your daily work?
“Today, technology and AI are embedded in many aspects of our work. For instance, airlines use AI to analyze demand and adjust prices based on destinations and dates. Our travel agents also use technological tools to enhance service, like bots that monitor prices of airline tickets and hotels, notifying customers in real-time about price drops.”
Do you collaborate with startups in the field?
“Yes, Ofakim has always been at the forefront of technology, and we view startups as key partners. We collaborate with startup companies and also develop internal tools to optimize service for both agents and customers. The key is to combine human capital with technological innovation.”
You are accumulating a huge amount of information. How do you manage this data, and how does it affect your business?
“We have advanced systems that learn our customers’ preferences, store the information, and allow us to offer customized solutions. For example, we have a digital app that manages all the travel details for customers and provides important alerts—like considering traffic on the way to the airport. This streamlines the process and increases customer satisfaction.”
What about your agents? How do they feel about the integration of technological tools?
“Our agents understand that technology is here to stay, and it’s now an integral part of the job. There’s no doubt that their work has evolved over the past five years. They must learn new systems and work with automated tools like price comparison bots or customer learning systems. But ultimately, technology enables them to focus on what truly matters—the human connection and professional expertise. We tell them: ‘Let technology handle the routine tasks, and you focus on what requires personal attention and deep knowledge.’”
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