The American Society of Travel Advisors (ASTA), the world’s leading association representing over 190,000 travel advisors, recently hosted a series of insightful panel discussions that addressed corporate travel management, consumer protections and the essential role of travel advisors in meeting clients’ personalized needs in today’s AI-driven world.
A Human Touch
One of the key sessions, moderated by Jackie Friedman, ASTA’s Board Chair and President of Nexion, explored the human touch that travel advisors bring in today’s AI-driven era.
Travel advisors Wayne Muhlstein of McCabe World Travel, a Virtuoso Agency, and Dr. Terika Haynes, CEO and Founder of Dynamite Travel, shared why automation alone cannot replace personalized, trusted travel planning. Panelists stressed that while AI may efficiently process large amounts of data, it cannot replace the human element that travel advisors provide when tailoring trips to meet their clients’ needs.
“It’s the personal touch,” said Haynes, ASTA’s 2023 Travel Advisor of the Year. “It’s the relationship and the connections we make. AI doesn’t have the concept of being proactive. There may be things that AI can be helpful for, but it can never replace us because there are skills and expertise in relationships that we have that AI will never have.”
“I think the industry is okay,” said Muhlstein. “Providing that you have that personal relationship with your clients who are entrusting you with handling their most valuable asset—their leisure time.”
Importance of Referrals
When it comes to referrals, panelists discussed the importance of social media and how posts from clients, while on their vacation, are considered free marketing for the travel advisor. From tagging the travel advisor on social media to online reviews, these small steps can give consumers access to travel advisors via their friends or family.
“If you’re nervous to ask for a referral then I would encourage travel advisors to ask for a review because a review is a form of a referral and sometimes goes much farther than a referral would,” said Haynes.
“When people come back from a vacation, they are talking to their friends about the experience,” said Muhlstein. “They are also telling them about the travel advisor who helped make it happen.”
Navigating Corporate Needs and Protecting Consumers
Panelists Rita Visser, Director, Global Travel Sourcing and GPO at Oracle, and Steven Mandelbaum, Senior Vice President, Business Solutions from EAB, shared insights into the “duty of care” that comes with corporate travel.
Key aspects involve supporting their staff, particularly when it comes to ensuring smooth travel logistics. According to the panelists, corporate travel requires precision and attention to detail, especially when coordinating travel for entire teams or high-level executives with tight schedules. Managing group bookings, securing last-minute changes and handling any disruptions that might occur are priorities in ensuring a seamless experience for business travelers.
The event also featured a “fireside chat” with Scott McCartney, co-host of the Airlines Confidential podcast and former travel editor and columnist for The Wall Street Journal, and John Breyault, Vice President of Public Policy, Telecommunications and Fraud with the National Consumers League. Their discussion focused on consumer protections in air travel and the Department of Transportation’s new rules on ancillary fees and ticket refunds.
Breyault emphasized the importance of recognizing the needs of both the consumer and the travel advisor when dealing with trip cancellations and refunds. Consumers may require refunds for essential expenses like rent or childcare, while travel advisors often face the challenge of processing these refunds, particularly when airline policies are complicated or inconsistent, he said.
For more information about ASTA, visit asta.org.
