This article
originally appeared in the March issue of AGENTatHOME magazine. Subscribe
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Hi, AGENTatHOME
readers. I’m Michael Schottey, the vice president of membership, marketing and
communications for the American Society of Travel Advisors (ASTA). Before ASTA,
I worked in journalism and business operations. I’m thrilled to be stepping in as
a columnist for AGENTatHOME’s new Travel Industry Compass column, which will
take a larger view of the travel industry’s biggest topics, hopefully helping
you become an even better advisor in the process.
As more advisors
embrace artificial intelligence (AI), I keep having the same conversations with
them around using AI tools for social media, website copy or email marketing.
On the surface, it
makes sense. But I’ve noticed that most advisors are still approaching AI like
a creative assistant. In reality, AI becomes truly powerful when you stop
thinking only like a producer, and start thinking instead like a business
owner. It’s the shift from, "Can this help me create more?" to
"Can this help me decide better?"
Think of AI as a
thought partner — offering the sort of vibrant, energizing business
conversations you might have with a colleague or peer. Only, this peer has the
sum of all human knowledge at its fingertips and can recall it instantly. If
you ask the right questions, AI can help you test ideas, challenge assumptions
and see angles you might otherwise miss.
Just remember: AI
isn’t human. It doesn’t replace your judgment or absolve you of responsibility.
You still make the final calls, but AI can help you think more clearly before
you do.
For advisors who
want to grow into that mindset, here are some practical ways:
Pressure-test
decisions before you act. Talk through pricing changes, new service models
or partnerships you’re considering. Use AI to surface risks, assumptions and
second-order consequences you might be glossing over.
Interrogate your
data, not just your gut. Ask better questions about booking history,
seasonality, client mix and workload. Look for patterns in where revenue comes
easily versus where it drains time and energy.
Clarify who your
business is really built for. Use AI to help articulate your ideal client
based on reality, not aspiration, and compare that against who you’re actually
serving.
Design the
business you want to run. Work through what a sustainable week, month or
year should look like. Then test whether your current volume and pricing
support that vision.
Can’t imagine
trusting AI to make these kinds of choices? Good, you shouldn’t trust it to
make the right decision — but it can help you think more clearly about the
decisions you’ve been avoiding.
At ASTA, we talk a
lot about professionalism and credibility. Thinking more like an executive or
owner is part of that evolution. Advisors who want to scale can’t stay in
"chief doer" mode forever.
AI won’t replace
your people or your judgment, but it can help you lead with more intention and
less reactivity. This isn’t about moving faster; it’s about seeing more
clearly. Clarity, not speed, is what builds durable businesses.
How do you use AI
to propel your business forward? Let us know by emailing [email protected].
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