Signature’s Karen Yeates on How Technology is Shaping the Future for Travel Advisors

No doubt about it—we are living in interesting times, and they’re about to get even more curious. As we look toward a new year and new policies from a changing administration, technology is poised to become even more critical in navigating a fast-changing world and managing increasingly packed schedules.

An anticipated pullback on regulations in the digital sphere next year could mean new, creative ways for travel advisors to sell travel and clients to manage trips. It may also lead to innovations in distributing travel products and researching possibilities for travelers on an ever-changing planet.

Travel Market Report spoke with Karen Yeates, executive vice president of information technologies for Signature Travel Group, about what travel advisors can expect in this space, what aspects of the digital world they should embrace, and what new technology Signature is developing to save valuable time.

“This is going to be an interesting year,” Yeates said. “We are now looking at deregulation and how it opens up opportunities for faster development and new products, but that also introduces its own set of issues. On the other hand, promised tariffs could raise the cost of essential components like the processors that make AI possible. So, there will have to be a balance between these factors. Deregulation can increase competition, which fosters creativity. And if you look at ChatGPT of six months ago or a year ago, it’s completely different now. It has evolved from simply predicting the next word to actually being able to think.”

AI and Privacy Concerns

The rise of AI has brought concerns for travel advisors. While we may not be facing a “Hal” or “Sonny” scenario, Yeates cautioned that such issues could arise within the next decade. For now, AI-related concerns for travel sellers mostly revolve around privacy.

To address this, Signature is developing a closed-loop system to assist its member advisors with functions like research, itinerary building, pricing, outreach, and communications—all within a protected structure with privacy barriers.

Signature employs several platforms to streamline work for its members, including SigNet, SigCruise Pro, Client Reach, Cruise Track, Sherpa, Pocket Travel, and Hotel Connection. These platforms, a mix of proprietary and third-party systems customized for Signature, are evolving with the integration of AI.

One example is Toby.AI, a third-party app by Voyager Social, which Signature members use for tasks such as research and email campaigns. “Right now, if an advisor wants to pull one of our marketing assets, they must go to SigNet, pull it in, drop it over to the chat box in Toby.AI, and then say, ‘Build me a marketing plan for this,’” Yeates said. “Eventually, we want them to go to SigNet with a single sign-on and access a version of Toby that will have all of our proprietary content in it.”

Enhancing Client Interaction

Signature is also enhancing client interaction through tools like Pocket Travel, an app that allows clients to view their itineraries in real time, communicate with their advisors, and manage details within a single, trackable record.

“We realized advisors weren’t using this tool as much because they were still accustomed to creating their own itineraries on paper or PDFs,” Yeates said. “We needed advisors to understand the importance of having an application that clients can access on their smartphones. They can say, ‘Here, I’ve dropped three hotels into Pocket Travel for you to consider,’ and the client can go in and look at the hotels, delete two, and now you’ve got a living, breathing quote that you’re building.”

While some advisors have been hesitant to adopt AI platforms like Toby.AI, Yeates noted that around half of Signature’s members now use it regularly. Ongoing training helps drive adoption, and continuous tech development keeps the consortium ahead of the curve.

Next Year in the Digital Sphere

During a keynote session at the 2024 Signature Travel Network conference in Las Vegas, Yeates outlined key technology trends that will impact travel agents next year:

1. Advanced generative AI: Creating personalized itineraries based on client preferences, travel history, and trends.
2. Virtual reality (VR): Offering immersive previews of destinations, hotels, and attractions.
3. Blockchain technology: Revolutionizing payment processing and contract management with enhanced security.
4. Internet of Things (IoT): Providing real-time updates on flight statuses, hotel readiness, and local conditions.
5. AI-powered chatbots: Handling routine inquiries and bookings, allowing advisors to focus on complex tasks.
6. Augmented reality (AR): Adding value with interactive city guides and translation tools.
7. Predictive analytics: Anticipating travel trends and client preferences for targeted marketing.
8. Voice-activated assistants: Streamlining the booking process and offering on-the-go support.
9. Biometric identification: Simplifying airport and hotel processes for smoother travel experiences.
10. Eco-friendly travel tech: Helping advisors identify sustainable tourism options.

“These technological advancements will require travel advisors to adapt their skills and embrace new tools,” Yeates said. “While some may view these developments as potential threats, they actually present opportunities to enhance services and provide even greater value to their clients, solidifying their role as indispensable travel experts in an increasingly digital world.”