C USTOMERS benefit hugely if artificial intelligence (AI) is driven by a travel counsellor rather than exposed to them directly, says Mladen Lukic, GM of Travel Counsellors South Africa. Lukic says the reason behind this is that the quality of AI-generated information is dictated by the science of the prompt. He argues that delivering strong results would require customers to have the same depth of knowledge and experience as a travel counsellor to create effective prompts. “We spend a significant amount of time understanding our customers’ needs and preferences. Customers often struggle to articulate what the best outcome looks like, so they rely on travel professionals to guide them.” When the expertise of a travel adviser is combined with the capabilities of AI, the result is more precise and consistent information recall. Referring to TC’s proprietary software, Lukic says: “TC Co-Pilot gives travel counsellors the ability to be sure that they have never missed a piece of information. When we give customers information, it is the most thoroughly researched information. It’s not 80% correct, but 100% correct. “Every interaction becomes richer because we can recall everything we’ve been told about a customer and what that customer has said is important to them. That represents a significant qualitative shift. The longer we have known a customer, the more we understand them, and the higher our success rate in ensuring the outcome reflects those preferences.” He explains that by accessing multiple product databases and reservation channels at once, agents can ensure full compliance with customer preferences and instructions. This combination of expertise, prompt precision and complete information recall delivers more accurate outcomes. As Lukic puts it: “It would be the same as saying I don’t need a dentist, I just need ChatGPT to tell me how to fix my teeth,” stressing that value lies in expert-led use of AI, not automation alone. Force multiplier Franz von Wielligh, Head of Innovation & Member Support at XL Travel, says the company is testing an AI agent that can interpret emails and WhatsApp messages from both consultants and clients, and take action on selected tasks. This includes searching for flights and dynamically packaging holidays, with the aim of improving speed, efficiency, and client service. He adds: “AI helps consultants respond faster to enquiries and supports a more dynamic packaging approach, allowing them to present clients with tailored options more quickly and effectively.” Lukic views AI as a force multiplier. “So, if it takes me six hours to do something business critical for you, and now I can do it in 20 minutes without sacrificing quality, that’s a big benefit for the customer.” Beyond efficiency, AI strengthens disruption response. During global events, systems monitor impact in real time and surface affected bookings before customers are impacted. “Even if a customer is not affected today, they may be in two weeks or two months’ time,” says Lukic, adding that TC Co-Pilot provides “a dashboard of bookings in crisis” as disruptions unfold across regions. Protecting clients Data protection remains a key concern. Industry experts warn against inputting client information into public tools such as ChatGPT. “Anybody can take customer information and throw it into ChatGPT. That would be exceptionally dangerous, and it would pretty much break every consumer protection clause that is out there,” says Lukic. He adds that doing so would also breach South African privacy legislation. To mitigate this, companies have built proprietary systems such as TC Co-Pilot. These operate entirely within secure environments and do not connect to external large language models. “There are no privacy transgressions in this set-up.” He adds that this controlled system also improves outcomes, enabling consultants to use client data more effectively and deliver more accurate, personalised recommendations. Training Agents also require specialist training to unlock AI’s value. “Training needs to go beyond the technical basics. It should focus on practical use within a travel environment, including how to guide AI towards more relevant
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