Tech-Savvy and Travel-Smart: How Advisors Can Harness Technology to Grow Their Businesses
For travel agency owners and advisors, technology isn’t just a nice-to-have ─ it’s a must-have for those who want to stay competitive, work more efficiently, and better serve their clients. From AI-powered itinerary builders and CRM tools to automated marketing platforms and real-time destination updates, the right tech can free up time, enhance personalization, and boost profitability.
In addition to streamlining back-end tasks, these tools can also elevate the client experience, allowing advisors to focus on what they do best: creating unforgettable journeys with a personal touch.
Here’s why adopting smart technology is essential for travel advisors.
“Embracing tech has been a game-changer for productivity,” says Jeff Stoner, co-founder and COO, My Mickey Vacation Travel. “From speedier content creation to smarter marketing analysis, we’re doing in hours what used to take weeks. We’ve used AI to generate insights into the industry’s social media landscape and ad spend, helping us fine-tune our own approach without the need for a full marketing agency. When you can access deep research in minutes — what once cost thousands of dollars — you stop guessing and start growing.”
Christen Perry, owner and travel advisor, Classic Travel Collection, explains the impact of tech on her agency: “As I implemented automation practices into my business, I found I had more time to engage clients intentionally. That has ultimately led to greater client care, increased satisfaction from my services, and further business through word-of-mouth referrals. Time is my greatest asset, so the less I need to use it on cleaning up a client’s task, the more I can use it to build towards my clients knowing, liking, and ultimately trusting me.”
The Almighty CRM
At the core of any travel agency is the almighty CRM, a must-have for effective operations. A good CRM helps advisors manage client relationships, track customer data, personalize recommendations, and streamline operations, ultimately leading to better customer service and increased sales.
Perry uses VacationCRM, which daily brings attention to important action items, including final payments, who is traveling and needs to be contacted, upcoming auto-emails scheduled to go out, and who is currently in the payment process.
“A quick look here in the morning, as well as keeping my business organized and in one place to return to throughout the day, is vital to my success,” reports Perry.
Laurie Burg, owner, CCTC Travel Group, bumped the idea of a standard CRM up a few notches, and had a proprietary system built. She explains: “Since 2014, I’ve worked with a development team to build a CRM that’s customized to how we actually operate. It’s designed specifically for our agency and includes a full suite of tools. That includes a live itinerary builder and a proposal system that pulls in direct leads. Agents can customize quotes fast without having to retype the same info over and over.”
The system tracks close rates, bookings, tasks, and client data for both current and future trips. Agents can send marketing emails, booking-specific messages that link to live itineraries, and set revenue goals they can track throughout the year. They also developed direct links to custom waivers and forms that are fully integrated into the team’s daily workflow.
The CRM tracks commissions from the moment they are entered until when they are paid out. Agents get reminders for key milestones, like reconciliation and payout dates, and each payout period has a built-in statement. At any time, advisors can check on what has been received and what is still outstanding.
“Because we built this system ourselves, everything lives in one place,” notes Perry. “Our agents don’t need to juggle outside platforms or patch together tools just to stay on top of things. It keeps the business side clean so they can focus on what they do best: serving their clients.”
Automated Itinerary Builders, Client Communications
Burg’s custom-built system handles itinerary building and client communications from start to finish. From Google Calendar reminders to automated emails tied to booking milestones, everything is handled inside one platform. Once an itinerary is built, it pulls in all the key details, links to client forms and waivers, and triggers the right messages at the right time without agents needing to manually manage each step.
“For example,” describes Burg, “a week before travel, clients automatically receive a ‘Your Trip is Almost Here’ email with weather tips, park hours, mobile order suggestions, and a reminder to check their Client Site. It feels personal, but it’s all happening behind the scenes. That’s the kind of automation that lets us stay high-touch without being high-maintenance.”
Today’s tech solutions help advisors close a sale, solve a problem quickly, and personalize a client’s experience ─ and they accomplish it in record time.
Burg gives another instance of how advisors can win the day with smart tech: “Before itinerary platforms were a thing, we were already building out what we called Client Sites. These are custom web pages for each trip that include itinerary details, travel tips, park hacks, and real-time updates. All created in under 20 seconds, with a click of a button. We taught our clients how to use them right from their phones, which gave them confidence and made their trips feel seamless.
“One example: a client was caught in an unexpected downpour at Walt Disney World. Instead of standing there soaked, wondering what to do next, they pulled up their Client Site. We had already loaded it with rainy-day tips, like indoor attractions worth ducking into, where to grab ponchos, and quick-service spots that don’t require advance reservations.
“They adjusted their plans on the fly and still had a great day. Later, they told us it felt like having us there to help, right in their pocket. What could’ve been a washout ended up being one of their favorite memories. They’ve since sent multiple referrals our way because of it.”
Perry relies on Travefy, which she says is a crucial tool for her business. “How I present my in-destination partner and a curated proposal is something I have thought through often. This platform helps me not only present a proposal that is well organized, but it also is a great platform for our clients’ documents. Tracking flights for me, I’m no longer stuck behind a computer late into the night wondering if my clients are delayed on flights or what is happening for them halfway across the globe. Travefy, and the Trip Plans App, helps my clients and myself have peace of mind.
“Auto-email groups and the Travefy proposal layout we use are the two best automations I employ. Not only do clients receive timely messages about payments, invoices, and vital information about specific destinations, they also can easily navigate our system to keep their payment information secure. Within Travefy specifically, they know to email me back as needed with any questions or specific changes at my request in their proposal. When they love their proposal and are ready to move forward, a simple ‘I’m ready to book!’ button remains at the top of their proposal as they are ready. I receive the auto-email that they are ready to book, and then I make it a point to assist them with doing so. Communication sharpens, I don’t waste my clients’ time, and vice versa.”
AI as a Great Partner
The rapid deployment and adoption of AI in the last few years opened up a whole new level of efficiency for travel advisors.
Stoner has been an early adopter, and says: “We’re leaning in heavily to what A.I. can offer, especially in training and communications. For example, we use tools like ChatGPT and Claude to draft educational scripts, which we then bring to life using HeyGen for video production. That content is further enriched by NotebookLM, which turns lessons into study guides, FAQs, and even podcasts — sometimes within an hour. What used to take days of recording and editing now happens before lunch.
“In terms of other advisor-level training, we’re developing interactive AI Agents (applications) that simulate real discovery calls. Our advisors can practice asking meaningful questions, refining their listening skills, and presenting tailored recommendations. The AI Agent even gives performance feedback — turning what could be a nerve-wracking learning process into a safe, smart growth opportunity.”
Balancing Tech With Human Touch
Remember the days when some tech pundits said technology would signal the end for travel advisors, making them obsolete? Well, that did not happen, and in fact, travelers as a whole rely on their trusted advisors more than ever before.
But it does still beg the question of how to balance the use of tech with maintaining the human touch.
“That’s the million-dollar question,” says Stoner. “Tech is powerful — but it’s not a substitute for empathy. If you let AI book the trip, write the emails, and send the itinerary without ever talking to the client, you’re missing the point — and you’re probably replaceable.
“The human touch is our secret sauce. Listening. Empathizing. Designing an experience that’s rooted in the client’s story, not a database. The advisors who understand this will be the ones who thrive, no matter how advanced the tech becomes. The successful travel advisor of tomorrow isn’t the one who books the most vacations. It’s the one who creates the most memorable experiences. AI won’t take your job — but a lack of vision might.”
Perry offers her perspective on how she maintains the all-important human touch with clients: “While automation is great, it is critical that I maintain strong, personal connections with my clients. Some automated emails, if not changed year-in-year-out, become robotic and unemotional; meanwhile clients’ emotions are always on the line — to get away from their busy lives, to have the once-in-a-lifetime experience, to be refilled with joy following a hard season or moment. A simple call, text, Facebook comment or message: these quick communication methods can go a long way to keep personal touches at the forefront of our engagements.”
One Caveat About Adding Tech
Although technology surrounds and runs through nearly everything advisors do in travel today, it is worth considering this caveat about the feeling that one must mandatorily add scores of tech to the daily workflow.
“The biggest advantage hasn’t just been adopting tech. It’s been building it around how we actually work,” says Burg. “We’re not chasing shiny objects or adding tech for the sake of it. Everything we’ve built solves a real problem or makes something easier. Not only for the client, but for the advisor. That’s why it works. It’s not about replacing people. It’s about empowering them to show up better, smarter, and more consistently.”
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