Travellers Choice is about to significantly up its digital game. As AI continues to transform the travel industry, particularly in the planning process, the travel agency group has unveiled a new AI-powered preferred product search engine along with a new tool designed to help generate complex itineraries. MARK HARADA reports on location at the 2025 Travellers Choice conference in Melbourne.
Revealed by Travellers Choice Managing Director Christian Hunter at the network’s national annual conference in Melbourne, the new initiatives form part of the group’s long-term investments in member capability and productivity – and according to Hunter, represent the “most exciting thing Travellers Choice has ever done”.
The first phase has digitised the group’s preferred portfolio, laying the groundwork for a more responsive search experience.
Secondly, Travellers Choice worked with a technology partner to develop an AI engine that Hunter says will save consultants planning time and reduce leakage by directing them to preferred content.
Speaking to members at the conference, the Travellers Choice boss says the group is currently “working to finalise the search component, and that should be launched by the end of the year”.
“We’re working to integrate as much product into that as we can, so it won’t have everything from day one, but we’ll continue to expand the product as time goes on,” he adds.
Hunter describes the new project as a Google for Travellers Choice preferred products.
“It has a simple, question-and-answer format that will eliminate the need for leafing through brochures or surfing multiple websites and fast-tracking your product searches,” he states.
Itinerary innovation
The third and final phase, scheduled for Q2 2026, will introduce automated itinerary generation.
This system will analyse member needs, match them to preferred content and recommend tailored itineraries.
“This is where AI comes in… that can use its smarts to read your query and go out and find the best response from within our entire preferred portfolio to match your customers’ needs and to provide the best outcome for your customer,” Christian remarked.
“Our goal when we started out on this project was very simple… and that was to turn hours into minutes every day for every member, and give back what we thought was impossible, and that is the gift of time.
“Not only will this platform massively enhance member efficiency, but it will also support you in fast-tracking the development of your less-experienced staff members.”
Hunter described the new project as a “game changer” for members and for Travellers Choice.
“I can hear a stampede of footprints coming down to join Travellers Choice because they want to get access to this technology.”
Progress pathways
Complementing the tech rollout, Travellers Choice also announced the launch of ProAdvance, a six-month learning program for consultants who have secured travel qualifications and want to progress their careers.
Delivered through self-paced modules and monthly virtual masterclasses, the course covers leadership, communication and business innovation.
“It is designed for an experienced travel consultant and to give them expertise in business development and leadership that will hopefully cement their position within the industry… that will ensure that they can add even more value to your business as the member,” Hunter tells conference attendees.
“But importantly, for the group, to hopefully develop a natural succession pipeline that could be the pathway for the next generation of Travellers Choice members.”
Developed with Cornerstone People Solutions, ProAdvance expands the company’s training ecosystem following the strong uptake of its ProStart program earlier this year, from which Hunter says around 50 travel advisors are expected to graduate by the end of 2025.
ProAdvance will operate under a user-pays model, with “significantly discounted rates” for members.
“We’re really excited to bring this to you, because we know it is going to add great value to every one of your businesses.”
Refined reporting
Elsewhere, the network unveiled a new “business intelligence reporting system”, which will be available from February.
The new sales reporting tool will be introduced to alleviate “very cumbersome” systems, to increase the relevance and timeliness of current reports.
Hunter says the new initiative will “change the way we think about sales”.
“It will include high-level dashboards… as well as detailed reporting broken down by individual member,” he says.
“The data will be updated fortnightly to ensure it remains current, and our ability to engage members in meaningful, timely discussions about sales development will be turbocharged.
“It will be great for individual members. It will be great for the group and it will be great for our preferred partners as well as we start to engage these conversations with data-driven analysis.”
Karryon is on location at the Travellers Choice conference, themed “Nailing It”, in Melbourne. The writer is s guest of Travellers Choice. Stay tuned for more from the event.
For more info on Travellers Choice, visit its website.
KARRYON UNPACKS: Travellers Choice is investing heavily in both sides of the productivity equation – that is, people and technology. Faster search, smarter itineraries and sharper skills mean more time for what agents do best: selling travel.
