Holly McCann shares how human expertise, technology and changing traveller habits are reshaping travel across the UAE.
- Personal service remains central as technology changes travel planning.
- Abu Dhabi advisors are driving strong organic business growth.
- Luxury travellers increasingly want slower, deeply personal experiences.
- AI is helping advisors spend more time with customers.
Personalised Travel Still Matters In A Digital Age
A holiday can now begin with a search bar, an AI recommendation or a saved Instagram post. Yet for many UAE travellers, the most valuable part of planning still happens in conversation. At ATM 2026 in Dubai, Holly McCann, General Manager of Travel Counsellors UAE, spoke to ICONIC Episode about why human expertise continues to matter.
For McCann, technology has made research faster, but it hasn’t made travel less personal. Information gathered at the start of the planning process can help an advisor understand a customer’s preferences, while the relationship that follows adds context that algorithms can’t easily replicate. Real conversations matter.
That becomes especially important when plans change. A missed connection, a family requirement or a last-minute change to an itinerary can quickly turn a dream holiday into a stressful situation. Having a Travel Counsellor who already understands the booking gives customers someone familiar to call, rather than another screen to navigate.
Abu Dhabi Travel Advisors Are Seeing A Stronger Demand
Abu Dhabi’s travel scene is changing too. Since Travel Counsellors launched in the capital at the end of 2023, advisors based there have recorded 60% sales growth, with repeat bookings and personal referrals playing an important role. Word travels fast.
McCann says travellers are increasingly looking beyond conventional holidays, with more interest in authentic destinations, private arrangements and multi-destination trips built around food, sport or culture. Wellness is part of that shift too, with travellers looking for nature, downtime and opportunities to disconnect from their devices.
For luxury travellers, the same desire for individuality is becoming more pronounced. Multigenerational holidays, longer stays and lesser-known destinations are gaining attention, alongside more thoughtful approaches to sustainability and local communities. A standard package doesn’t always fit.
Technology still has a major role to play. Travel Counsellors’ AI-powered TC Co-Pilot can help advisors research hotels, build itineraries and create personalised content, while the myTC app keeps travel documents and itineraries accessible with direct contact to the advisor. The technology handles more of the groundwork. People handle the relationship.
That balance also shapes the opportunity for experienced travel professionals considering the Travel Counsellors model. Advisors can build their own businesses with flexibility over how and where they work, supported by booking tools, licensing, branding and back-office infrastructure.
For McCann, the bigger ambition is clear: grow a UAE community where technology makes advisors more productive without taking away the personal connection that makes their work valuable. From Abu Dhabi’s expanding advisor network to the UAE’s premium travel market, the future she describes is digital, but distinctly human!
Interested in becoming a Travel Counsellor? Those looking to explore the opportunity can sign up for an upcoming information webinar to learn more about building a flexible travel business with Travel Counsellors.
LinkedIn: Travel Counsellors UAE
