“The only thing that stays the same is change.” You’ve probably heard some version of that saying before, but increasingly, I find it to be an important and timely piece of wisdom to sit with and contemplate. Impermanence is a reality of the human condition. And while it can challenge us emotionally, making us nostalgic for the past or anxious about the future, that impermanence is ultimately what gives our lives meaning. The challenge we face is learning to adapt more quickly to keep up with the accelerated pace of change.

I sometimes get asked what my biggest concern is for travel advisors in today’s world, and while it would be easy to point to rapid technological advancement or geopolitical strife, it’s worth remembering that such things, while impactful, are hardly new. My number one concern for advisors today is that they underestimate their own relevance.  I worry that folks in the industry today are so concerned with all the ways technology could render them obsolete that they aren’t considering all the ways it could make them more independent.

Let’s examine a familiar scenario. A travel agency that opened years ago has grown into a thriving business. In order to help manage the expansion, the business owner hires a new employee or contractor to take some of the busy work off their plate. Far from feeling obsolete, the agency owner is now empowered to spend more time doing the parts of their job they enjoy. The only downside is that humans aren’t always good at doing administrative work, as it can become tedious and easy to make simple mistakes.

Now enter virtual AI assistants, which, in addition to not requiring compensation, aren’t bothered by such things as monotony. It used to just be a fact of life that even the best jobs have boring components that must be dealt with, but that chapter in the history of human labor might be coming to an end.

By embracing such changes and integrating new technologies into their workflow, travel advisors can elevate their role from mere service providers to invaluable travel consultants. Staying updated on industry trends, continuously educating themselves, and focusing on building strong client relationships will ensure they remain not just relevant but indispensable.

The key for travel advisors is not to resist change, but to leverage it. By doing so, you can maintain your independence, enhance their relevance, and continue to thrive in an industry that is as dynamic as the destinations you help your clients explore.

Jackie