After speaking with Roisin Bennett on AI Tourism Talks, one conclusion stands out.
Most travel SMBs are not struggling because they do not have access to AI.
They are struggling because they do not have a clear system for how AI should fit into the business.
Watch the full replay on YouTube:
https://www.youtube.com/watch?v=lngnn3wcKp0
That is what made this episode useful.
It stayed away from generic “AI is changing everything” talk and focused instead on practical questions:
where to start
what to avoid
what should come before automation
where AI can help first
how to protect trust and quality
1. Small businesses are overwhelmed, not unwilling
A lot of travel SMBs already know they need to pay attention to AI.
But they are dealing with:
too many tools
too much noise
unclear priorities
no real implementation plan
That leads to fragmented use.
The result is not a transformation. It is confusion.
2. You cannot automate chaos
One of the strongest lines from the conversation, in effect, was this:
If the workflow is messy, AI will not fix it.
It will scale the mess.
That is why smaller businesses should focus first on:
mapping core workflows
identifying repetitive tasks
deciding where human review matters
building simple rules for safe use
3. Start where the value is obvious
The strongest use cases are often the simplest.
For travel SMBs, that usually means:
content workflows
research
customer communication support
internal productivity
admin
These are easier places to start because they are practical and easier to control.
4. AI should support judgment, not replace it
This was especially relevant for travel.
Trust matters too much to hand everything over.
That means being careful with:
sensitive customer information
approvals
pricing
brand voice
anything that affects trust directly
5. The right next step is small, not dramatic
This episode did not end with “use more AI.”
It ended with something much more useful:
start simple
get clear on the workflow
choose one or two useful use cases
build the system first
Watch the full replay on YouTube:
https://www.youtube.com/watch?v=lngnn3wcKp0
Kind regards, Ivan Ivanovic
AI Tourism Innovator
When you’re ready, here are 3 ways I can help you:
Send me a LinkedIn DM: “AI Leads” 2. Grab your Free Guide "100 AI Content Prompts to Generate More Booking for Tourism Brands" 3. Join Tech4Travel connecting travel tech with travel brands Tech4Travel is a curated marketplace that matches travel tech solutions with tourism and hospitality buyers (DMOs, hotels, operators, agencies). |
