Flight Centre deploys AI agents to build complex holidays and answer travellers

Flight Centre Global Leisure has built and deployed AI agents that help travel advisors assemble complex holiday itineraries and give customers instant answers, iTnews reported on October 19.

Wendie Lee, the company’s chief product officer for technology, sales and service, described the deployment in a broadcast interview on the sidelines of Salesforce’s Dreamforce conference. She said the travel supplier ecosystem is vast and advisors previously had to gather information from many sources before shaping it into a trip.

The agent now helps combine air, land and tour components, leaving advisors to add their own knowledge and judgement rather than doing all the information gathering themselves.

Lee said the impact shows up in both productivity and revenue. The agent has helped grow sales and create higher-value travel experiences, raising average booking value because the same number of advisors can sell more holidays, while also lowering the cost of service.

A second use case serves travellers booking through Flight Centre Global Leisure. The company has enabled several channels so customers can get instant responses however and whenever they make contact, while keeping voice as an option for those who want to call.

At group level, Flight Centre said it intends to deploy AI agents “across every one of our leisure brands and functions.” It has also made executive appointments to oversee adoption of agentic AI and other forms of AI.

Holiday assembly across airlines, hotels and tour operators is exactly the kind of information-heavy work that has long depended on advisor experience. Handing part of that work to an agent puts AI inside a concrete business process rather than at the customer-service edge alone.

What to watch next is how many brands and markets actually receive these agents, and whether error rates, customer satisfaction and cost per booking improve once advisors and agents are working the same orders together.