Advisors tend to sit at one of two extremes. Everything by hand, every email typed fresh at 11pm. Or everything automated, where clients feel like they are talking to a vending machine.
Both lose. The first loses your evenings. The second loses the entire reason people use a travel advisor instead of a booking site. The skill is knowing which moments carry relationship weight and which are pure logistics.
Automate the logistics nobody remembers
Nobody has ever recommended their travel advisor because the payment reminder arrived promptly. These moments are operational. Clients expect them to be fast and accurate, and that is all they expect.
- Enquiry acknowledgements and intake forms
- Payment schedules and reminders
- Document delivery and check-in instructions
- Pre-travel logistics: packing lists, airport guidance, app downloads
- Review requests after the welcome-home message
Keep the moments that carry emotion
Some touch points are the product. The discovery call where someone describes the anniversary trip they have imagined for years. The message when a flight cancels and they are standing in an airport with two kids. The welcome-home check-in where you hear how it actually went.
These moments should sound unmistakably like you, arrive personally, and never feel templated even when a template helped you start the draft.
Where AI fits without faking you
AI is a brilliant first-draft engine and research assistant, and a poor replacement for judgement. Use it to outline destination guides, repurpose one blog post into a month of social content, summarise supplier updates and draft the email you will then make yours.
A useful rule: AI can prepare the work, you deliver the relationship. If a message will shape how a client feels about you, the final words should be yours.