When travel advisors first began hearing about ChatGPT, it wasn’t something that was necessarily welcomed with open arms. Some got nervous hearing people ask if the tool could plan vacations better than an advisor, and others dismissed it entirely.
However, knowledge is power, and it’s important for advisors to at least know a bit about what ChatGPT does. Once they understand it, they might even find themselves figuring out ways to implement the tool in their business. Conversation around the artificial intelligence chatbot is still prevalent in the travel industry, and many thought leaders are encouraging advisors to check it out and see if it’s something they can utilize.
There was a lot of discussion about embracing evolving technology at the ASTA Global Convention, including an education session titled “Revolutionizing the Travel Industry: The Impact of ChatGPT.” The session led travel advisors through ideas on how AI technology can help with repetitive tasks, creating content and assisting with the overall travel planning experience.
Angie Licea, president of Global Travel Collection, says there’s no need to completely dismiss AI: “There is a place for AI in our space,” she said. “This is just one more tool in the toolkit for advisors to utilize.”
But where do you even start?
Licea points out that travel advisors can use ChatGPT for streamlining all the various types of research they do and for pulling out pieces of specific information — such as a local restaurant or experience in the area they are sending their clients to — but reminds them to tread lightly: “Right now AI is evolving, so we have to be a little bit careful with the information we pull.”
According to Dana Zificsak, business coach at TA Sales Lab, ChatGPT can help business owners with their marketing strategies. Advisors can prompt the chatbot to figure out which types of questions or objections people have about certain destinations or trip types, which helps advisors write their marketing copy from the perspective of their potential clients.
In a recent article, Tom Ogg, co-founder and co-owner, Travel Professional NEWS, “interviews” ChatGPT on how the resource can impact travel agent business. His list includes helping advisors increase efficiency and sales, reduce costs and improve marketing. His conclusion is that advisors shouldn’t “be the last to get on the AI bandwagon.”
Various travel brand partners are even leveraging the AI tool. James McAlloon, global relationship manager at Chimu Adventures, has found ways to utilize the technology and encourages advisors to do the same.
“Travel advisors can enhance their services and improve customer experiences by leveraging ChatGPT for up-to-date destination knowledge, automating routine tasks to free up time for more valuable interactions, and utilizing ChatGPT for training and knowledge sharing within their organization,” McAlloon said.
It’s great when agents can find new resources to use to make their lives easier, but even though there are many ways to use ChatGPT, McAlloon says advisors should never forget that their wisdom and expertise are always going to be what sets them apart: “While ChatGPT is valuable, it should complement, not replace, the expertise of human travel advisors to ensure personalized and exceptional customer experiences.”
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