Article by Ben Edwards, Head of Training, Ignite Training
Artificial Intelligence is rapidly becoming part of everyday operations in the region’s travel industry. Travel agencies, DMCs, hotels and tour operators are adopting AI for itinerary creation, forecasting, personalisation and customer service. And while the technology promises speed, accuracy and efficiency, many teams are experiencing something far more human – anxiety.
It’s a side of digital transformation that often gets overlooked. When new tools arrive faster than people can adapt, uncertainty naturally creeps in. Staff may wonder whether they can keep up, whether their job will change, or what expectations leaders now have of them. Managers, meanwhile, often feel pressure to look like they ‘have it all under control’, even when they’re still figuring things out. In an industry where long hours, seasonal pressure and customer expectations are already high, AI can amplify stress if not introduced with care.
The emotional side of AI adoption
Across the UAE, many travel teams share similar concerns. Some worry about their technical skills, others fear making mistakes, and some simply feel overwhelmed by having ‘one more thing to learn’. These are real, valid reactions. And when they aren’t addressed, they can slow transformation. The challenge isn’t AI itself – it’s confidence. People need to understand what AI can do, what it can’t, and how it enhances their role rather than threatens it. Without that clarity, hesitation grows and adoption declines.
Technology + emotional support = successful transformation
The travel industry is built on relationships, communication and human experience. That’s why digital upskilling must include emotional upskilling too. At its core, successful transformation has two essential ingredients:
1. AI literacy – practical, role-specific understanding of how to use tools safely and effectively
2. Psychological safety – a culture where people feel comfortable asking questions, speaking up, experimenting and making mistakes during the learning process.
When both are present, teams engage with AI positively. When they’re missing, change feels intimidating.
How leaders can reduce AI-related stress
There are some practical steps that travel leaders can take to support smoother, more confident AI adoption however:
1. Explain the purpose, not just the platform
People adapt faster when they understand why change is happening. Show how AI reduces repetitive admin, allows staff to focus more on travellers and elevates – not replaces – their expertise.
2. Offer hands-on, job-specific training
Technology feels less abstract when employees can see how it applies to the work they do everyday
· generating draft itineraries
· summarising client preferences
· improving response times
· analysing sales activity
· refining marketing content
Practical training builds capability. Capability builds confidence.
3. Encourage questions and curiosity
Teams should feel they can speak openly about what they don’t understand. Normalising ‘I’m still learning’ removes pressure and accelerates learning.
4. Support managers, not just front-line teams
Managers carry the weight of implementation. Giving them tools to manage uncertainty and guide their teams makes a huge difference.
5. Integrate wellbeing into transformation
As AI becomes more central to travel operations, leaders should also equip teams with ways to manage pressure, stay focused and maintain healthy communication during periods of change.
Why this matters for the UAE’s travel industry
The UAE is entering one of its most innovative periods in tourism. As the sector grows, competition intensifies and customer expectations rise. Technology will play a huge role in meeting those expectations, but only if people are ready to use it confidently.
AI literacy paired with emotional readiness leads to: Faster adoption, a more effective use of tools, higher-quality customer service, better collaboration, and more adaptable teams. And perhaps most importantly, it helps people feel secure and valued amid change.
The future belongs to confident, supported teams
The travel industry will always be a human industry. AI can enhance it, but people will continue to be at the centre of every memorable travel experience. When leaders invest in both digital skills and emotional confidence, transformation doesn’t just become easier. It becomes an opportunity for teams to grow, for businesses to innovate and for travellers to experience even better service. AI may be the technology driving change but it’s people who will ultimately determine how successful that change becomes.
About the author
With over 15 years of experience in learning and development in the UK and Middle East, across corporate and government sectors, Ben is Head of Training, and leads the design and delivery of Ignite’s LEAP Graduate Trainee Program for Emirates Global Aluminium, a flagship initiative supporting UAE national leadership development aligned with Emiratisation goals. He designs structured, high-impact learning journeys that deliver lasting behavioural change. He is a qualified facilitator of the Royal College of Psychiatrists-accredited i-act mental health programme and certified Jigsaw Discovery Tool Master Facilitator.
