Using AI, Social Media, and Authenticity to Stay Ahead in Your Business
Technology has changed the way travelers dream about, research, and plan vacations. A destination that once might have been discovered through a magazine or recommendation from a friend can now appear in a TikTok video, an Instagram Reel, or an AI-generated itinerary—and suddenly land on a client’s must-visit list.
For travel advisors, that can feel like a lot to keep up with. But the same technology changing client behavior can also make an advisor’s business more efficient, visible, and responsive. The opportunity is to embrace the new tools while doubling down on something technology can’t replicate: the relationship between an advisor and their client.
Jessica Grunder, owner of JG Dream Travel, sees that combination of technology and human expertise as increasingly important.
“Travelers can find almost anything online now, from hotels and cruises to reviews, TikTok videos, and AI recommendations,” she says. “Because of that, I feel my role has shifted from simply finding a vacation to being the person who helps clients make sense of all the information they are seeing.”
Clients Have Information, Advisors Bring Context
Today’s traveler may arrive at an advisor’s door with screenshots, social media posts, hotel names, AI-generated suggestions, and an itinerary they have already spent hours researching. That doesn’t diminish the advisor’s value. In many cases, it creates a new opportunity to demonstrate it.
For instance, a resort that looks spectacular in a 30-second video may be in the wrong location for what the client wants to do. A hotel recommended by AI might fit the requested price range but not the client’s expectations for service. An itinerary may look perfectly logical on a screen while being exhausting in practice.
That is where the advisor’s experience and context matter.
Grunder welcomes clients who have already done their homework: “I actually think it’s a great thing when clients do their research. I don’t see it as competition. I see it as an opportunity to have a conversation.”
When a client brings her an idea discovered through AI, TikTok, or another online source, Grunder digs deeper. What does the traveler actually want from the vacation? Does the property’s location make sense? Which room category is appropriate? What will transportation involve? What excursions are available? Most importantly, does the experience match the traveler?
“Sometimes what looks amazing online isn’t necessarily the right fit for that particular traveler,” she says. “I’m not just giving them information they can find online—I’m helping them make a good decision.”
Put AI to Work Behind the Scenes
AI can also help advisors reclaim one of the most precious resources in any small business: time.
Like many travel advisors, Grunder has incorporated AI into areas such as marketing, organizing ideas, and creating content. “The goal is to use technology behind the scenes, so I have more time to communicate with my clients and focus on what they actually need,” she reports.
That is a useful framework for advisors evaluating any new tool. Consider the repetitive tasks that consume time each week. Could technology help brainstorm a marketing campaign, organize rough notes, generate ideas for social posts, or create a starting point for content? Could better systems make the planning and booking process more efficient?
Social Media Doesn’t Have to Become a Full-Time Job
Keeping up with social media can create another kind of pressure for advisors. There is always another platform, trend, video format, algorithm change, or apparent expectation to post more frequently. Trying to keep pace with all of it can quickly become a job of its own.
Grunder takes a simple approach: Be useful, be visible, and be yourself. “For me, it’s about being real instead of trying to constantly sell something,” she says.
Her content might include a travel deal, vacation idea, personal travel experience, or something she believes clients will genuinely find useful. “I don’t think you have to post five times a day to stay relevant,” she adds. “Sometimes a simple post, picture, or reminder that I’m available to help is enough.”
That last part matters. Social media gives advisors a place to demonstrate expertise, but it also allows prospective clients to get to know the person behind the business. “People want to know who they are trusting with their vacation,” Grunder says.
That means an advisor’s personality, perspective, first-hand travel experiences, and genuine enthusiasm can be just as important as polished promotional content.
Protect Your Authenticity
As AI makes it increasingly easy to generate emails, articles, captions, itineraries, and marketing copy, maintaining an authentic voice becomes even more important.
Grunder’s rule is straightforward: “AI is a tool—it isn’t me.” She may use it to get started on an idea, organize information, draft a post, or save time, but she makes sure the final result still sounds like her.
That is an important distinction for any advisor building a personal brand. Efficiency is useful, sameness is not.
Clients ultimately choose to work with a person. They remember the advisor who understood why a particular vacation mattered, answered the phone when something went wrong, recommended the experience they never would have discovered themselves, or shared a first-hand tip that made the trip better.
Future-Proof the Business, Not Just the Technology
Developing a travel business that can adapt when the next technology change arrives is important. And that begins with a willingness to keep learning.
“Technology is going to continue changing, and I don’t want to be the person who says, ‘That’s not how we used to do it,’” explains Grunder.
Her priorities include learning new technology, improving systems, staying organized, and making the booking process easier for clients. But one thing remains constant, and that is communication.
“Technology can help me work faster, but good communication and customer service are what build relationships and repeat business,” she says.
Advisors can apply that thinking by periodically taking stock of their business. Where are they losing time? Which tasks are being repeated manually? Where does communication break down? Which systems could make the client experience smoother? Which new tools are genuinely useful, and which are simply creating more work?
Futureproofing does not require chasing every trend. It requires building a business that is flexible enough to take advantage of the right ones.
The Takeaway
Today’s most successful advisors aren’t trying to compete with technology. They’re using AI to streamline routine tasks, social media to build authentic relationships, and their own expertise to deliver the confidence, personalization, and advocacy that technology alone can’t provide. The result is a more efficient business, a stronger personal brand, and more time to focus on what matters most: serving clients and growing sustainably.
FROM THE SPONSOR:
As technology evolves across the travel industry, the advisors who will stand out are the ones who know how to use their resources to work more efficiently, stay responsive, and create even greater value for their clients. At ALG Vacations®, we believe the human touch is more important than ever—and AI presents an opportunity to help advisors scale their business while spending more time where it matters most: building relationships, sharing expertise, and delivering personalized service. From support and guidance through our dedicated Business Development Managersto professional development opportunities with ALGVPro and future-ready tools like the new Advisor Portal and revamped ALGV360°, we’re committed to helping advisors grow with confidence. For the latest updates follow ALG Vacations® on social media to stay connected to the resources helping advisors thrive.
