TORONTO — Twenty-five years ago, Normand Schafer would often fly from Western Canada to Toronto to learn anything he could about the latest gadgets and applications at a travel and technology conference. Today, he’s running his Victoria-based travel agency, Far and Away Adventures, with an acute focus on tech, incorporating AI and computer programs in nearly every facet of his business.

Of course, with a degree in computer end-user support, Schafer has always understood the importance of keeping up with technology. From the time he first started out in the travel industry nearly 30 years ago, he’s made it his mission to always stay ahead of the curve, even offering COVID-19 testing at his agency during the early days of the pandemic.

“When people were worried about the Internet taking over the travel agent business, we launched our own booking platform. Since then, we’ve made it a priority to continually analyze new ways to innovate. We’ve noticed that if we let four or five years go by without exploring the latest tech, our business doesn’t perform as well. Staying ahead in technology has been key to our long-term success,” he tells Travelweek.

With all the buzz surrounding AI nowadays, Schafer says using ChatGPT has been an absolutely game-changer. Admitting that he was a bit surprised by how much it helped improve his agency’s efficiency, he says the artificial intelligence tool is now being used to carry out a wide range of everyday tasks.

“Whether it’s drafting a quick email or streamlining website content or generating ideas for itineraries, it saves valuable time and lets me focus on creating unforgettable experiences for clients,” he says. “In doing so, ChatGPT enables us to serve more customers while maintaining high standards of service.”

Schafer adds that he takes things one step further by creating specialized ‘GPTs’ within ChatGPT that are tailored to his specific needs. These custom versions do not require any coding and can be created by simply inputting instructions – like searching the web or analyzing data – to perform specific tasks at work or at home.

“If travel agents adapt and use these tools to enhance what we do, they’ll complement us rather than compete with us,” says Schafer. “For example, I still spend 20 minutes interviewing a client to fully understand their needs, and another 20 to create and refine the itinerary using AI, with tweaks based on my knowledge. AI helps with efficiency but can’t yet replace the experience and personal connection we bring.”

Aside from ChatGPT, Schafer recommends several other apps, websites and software platforms – many of which are free – for every travel agent and agency, including:

• Google Translate: “This makes it easy to communicate with clients and suppliers worldwide.”
• Google Maps Reviews: “This helps identify the best spots for clients by reading authentic reviews.”
• Zapier (free version): This connects apps and automates repetitive tasks.”
• Upwork: “This is a great place to find freelancers for content creation or tech help.”
• Canva: “This is perfect for creating marketing materials that look professional.”
• Google Drive: “This keeps everything organized and accessible from anywhere.”
• Award Wallet or TripIt: “This helps track loyalty points and organize itineraries for clients.”
• Wave: “This is a user-friendly accounting tool that simplifies finances for small businesses.”

And if all else fails, if agents truly don’t know where to start on their tech journey, Schafer recommends turning to those who are the most tech-savvy: kids.

“Talk to your kids or grandkids – they’re a fantastic resource. Some of the best ideas I’ve gotten for my business have come from my kids, and those ideas now generate over 30% of our revenue,” he says. “Start small, pick one tool to get comfortable with and be consistent. This approach worked for me when starting my travel podcast, and it applies just as much to adopting technology.”

This article is Part 3 of 3 in Travelweek’s recent series on AI and technology. To read Part 1, “The 5 AI tools every travel agent should be using – and the ones they should avoid,” click here. To read Part 2, “Starting tips for new-to-AI users, plus one more tool that every agent should be using,” click here.