Homeworking in the era of AI
Artificial intelligence has become an all-but-essential part of a homeworker’s toolkit, but it’s important they harness it in the right way, finds Rhodri Andrews
With so many strands to any home-based travel role, agents have to be both organised and adaptable. Whether it’s essential admin tasks, crafting the perfect itinerary or dealing with problems during client holidays, there are a lot of plates you have to keep spinning.
Advancements in technology and artificial intelligence (AI) have helped ease the burden by allowing agents to streamline tasks such as social media post creation and back‑office duties. Now, using tech in some form or another has become an essential part of keeping on top of everything.
Adopting AI
Homeworking agencies have long embraced tech. The desire to get an edge over competitors has meant many agencies have built powerful CRM systems – the operational backbone of each company – that can build itineraries, create dynamic pricing, analyse client data and much more.
They’re now par for the course and AI is the newest tool homeworking agents have been adopting. “Artificial intelligence is becoming increasingly important as the travel industry moves towards more dynamic, personalised and real-time experiences,” says Melissa Stonehouse, director of travel sellers for the UK & Ireland, Scandinavia and Benelux at Amadeus. “Travellers expect seamless, end-to-end journeys tailored to their individual needs.”
Many agencies have created their own in-house AI tools within the last year to allow homeworkers to focus on delivering a more personalised service for their clients. Not Just Travel unveiled its new NJT Smart AI tool earlier this year, which helps agents with social media posts and marketing strategies to help attract new clients. InteleTravel has created a pair of AI tools – Content Concierge for curating social media posts and Jinn, an AI‑powered itinerary builder.
Agencies are constantly developing their tech tools to keep driving results. “Technology is a key enabler of our success,” says Matt Harding, managing director of franchise sales for Travel Counsellors. “We’re continuing to evolve this with innovations such as TC Co-Pilot, our AI assistant designed to streamline day-to-day tasks, provide intelligent recommendations and create more time for personal service.”
Opportunities and obstacles
Harnessing the power of AI can play a huge part in agents’ success stories. It certainly comes with its positives.
“While office-based agents can often rely on supervisors, nearby colleagues and shared expertise for quick answers, AI can provide homeworkers with instant, 24/7 support, helping them work with greater confidence and consistency,” explains Stonehouse. “Ultimately, AI allows agents to spend less time on manual processes and more time building relationships and growing their business.”
But with such transformative technology taking the industry by storm, there are plenty of reasons for agents to be mindful about AI. Agents should check that any AI tools they use handle customer data securely and are in line with current privacy regulations. There’s also a temptation to over-rely on AI, but agents shouldn’t forget to use their own judgement. Human expertise is still crucial, especially with complex or high-value travel bookings.
But with AI here to stay, what does the future hold? “AI will continue to enhance operational efficiency and transform how travel is searched, sold and experienced,” says Stonehouse. “For homeworking agents, this means more opportunity to scale their business, improve service, and compete effectively – supported by technology that continues to evolve around them.”
Rebecca Berzins
Gold status, Travel Counsellors
Q. How do you use AI in your day-to-day role?
A. I use AI – Travel Counsellors’ in-house TC Co-Pilot, and Claude [an AI assistant] – pretty much daily. It doesn’t do my job for me, but I use it to sense check my ideas, destination options or structures for multi‑centre trips, then refine everything using my own expertise and our in-house booking systems.
Q. What are the pros and cons of AI?
A. One thing home-based agents can struggle with is no longer having colleagues to ask “Is this right?” or “What do you think of this?”. I use AI for that. This is almost like a second pair of eyes, without having to ask another agent. The potential pitfalls are that it risks inaccuracy. It can be wrong, yet it sounds confident. This could be problematic, especially for those new to the industry, because they lack confidence so are more inclined to trust what AI says.
Q. What’s your one piece of advice?
A. Don’t lose what makes you unique and end up sounding like everyone else. I’ve become familiar with certain AI phrases, tones and words and if I see these cropping up in social media posts, I instantly switch off. Customers are savvy to this too!
Q. How will AI shape the role of homeworkers in the future?
A. Those who shy away from AI will get left behind. AI has the potential to take care of more routine tasks and free up our time to focus on client relationships and harness our expertise.
Top AI tips for agents
Melissa Stonehouse
director of travel sellers for the UK & Ireland, Scandinavia and Benelux at Amadeus
- Use AI to enhance your expertise, not replace it – combine AI-driven efficiency with human insight
- Use AI tools to better understand your clients and tailor recommendations
- Work with AI-powered platforms that offer secure and reliable solutions
- AI is evolving quickly, so start small, test as you go and build confidence over time
- AI can help scale your business, but relationships, trust and service remain key differentiators
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