Artificial Intelligence Case Study: Travel Advisor Jennifer Hardy

As part of TMR’s new Artificial Intelligence White Paper, we queried some Cruise Planners franchise owners on how they are using AI tools and what their take on the future of AI in travel is. Here is an excerpt from one of those conversations.

Jennifer Hardy, CATP, MCC, VTA, Franchise Owner and Accessible Travel Specialist, is a Cruise Planners Independent Franchise Owner, who has implemented AI tech to assist with marketing and sales, client communications, and general admin at her agency.

Hardy spoke to TMR about her use of generative AI, and how it’s impacting her franchise operations, and her client communication.

TMR: As an early adopter of generative AI, what would you like to say to other travel advisors who may be leery about or just plain overwhelmed about the idea of how to bring AI into their business operations?

Hardy: AI doesn’t replace your connections with your clients and your unique selling proposition; AI can be used to enhance these, as well as take away some of the smaller tasks that you typically spend time on. You definitely have to personalize anything you generate through AI, as well as fact-check the information being provided to you. AI utilized properly isn’t going to take away your job. You may not need AI to do your job, but it can definitely enhance how you do it!

TMR: What is one thing that surprised you about AI as you have applied CP Maxx (or any other AI tech) in your business?

Hardy: I was especially surprised at how fast AI could generate multiple pages of content based on my input or prompt provided. I was also surprised at how much quicker my job is now that I’m using it, and how it is now a regular part of my job. 

TMR: Do you have any concerns about the expansion of the use of AI in your agency or in the travel industry at large?

Hardy: My concerns mainly lie with its use in the travel industry at large via new advisors or those working through MLMs … those who maybe see AI as an accelerator to make up for their lack of experience, but then put out misinformation and damage the reputation of TAs in general. Generative AI in the hands of someone who can’t verify the output is concerning. 

TMR: As new applications of generative AI continue to emerge, how likely on a scale of 1 to 10 (with one as the least likely and 10 as the most likely) are you to test them out?

Hardy: Six. I’ve seen what generative AI can do so far, which is good, but new applications need to be tested and have a core use case for a small business owner like me rather than just for a corporation. 

TMR: What else do you want to say about your experiences with generative AI in your travel agency business – or in your life outside of work?

Hardy: I don’t use AI at all outside of work. There aren’t any personal use cases for me aside from what tech companies embed into their products. Generative AI has two big benefits to me: I see more serious clients, and I have reduced my admin time on repetitive tasks.