2 | AI Powered Travel Executive Summary .page 3 What is Artificial Intelligence (AI)? page 4 The Impact of Generative AI on the Travel Industry .pages 6-9 The Role of Generative AI in Empowering Travel Advisors .pages 10-14 How Cruise Planners Solves Travel Advisors’ Greatest Challenges . . . . . . . . . . . . . . . . . . . . . .pages 17-19 Case Studies of Early Adopter Travel Advisor Experiences with AI pages 20-22 Mastering the Art of Giving Effective Prompts pages 23-24 Cautionary Considerations About Using AI .pages 25-26 The Future of AI in Travel page 29 Taking the Plunge Into the AI Universe page 30 From the Sponsor: Cruise Planners .page 33 Conclusion page 34 TABLE OF CONTENTS © 2024 Travel Market Report

AI Powered Travel | 3 EXECUTIVE SUMMARY The travel industry is undergoing a major transformation, with artificial intelligence (AI) playing a pivotal role in reshaping how travel suppliers react to marketplace shifts and travel advisors operate their businesses . Generative AI is a cutting-edge technology that creates new content and extracts travel planning and booking insights, based on large datasets — and it is helping forward-thinking travel advisors to maximize their sales and agency operations . AI’s ability to automate routine tasks — such as booking management, customer inquiries, and itinerary generation — frees travel advisors to focus on higher-value services . AI-driven systems can handle administrative processes more efficiently, reducing errors and improving operational productivity . By leveraging AI, advisors can offer personalized travel experiences at scale, generating tailored recommendations based on clients’ preferences and travel history . This hyper-personalization fosters deeper client relationships and customer loyalty . Generative AI tools also optimize travel planning by analyzing real-time data to create efficient itineraries, predict disruptions, and recommend alternative routes . Additionally, AI supports data-driven decision-making, helping advisors with dynamic pricing strategies and identifying emerging travel trends . Far from replacing human expertise, AI enhances the role of travel advisors by enabling them to offer more innovative, personalized services . By integrating AI into their workflows, advisors can provide seamless, unique travel experiences that meet the evolving demands of travelers today . This white paper delves into what generative AI is; how this state-of-the-art tech is impacting the travel industry; and how AI can solve some of the greatest challenges facing travel advisors today . It provides examples of practical AI tools for travel advisors; offers case studies of early adopter travel advisor experiences with AI; gives tips on mastering the art of giving effective prompts; takes a glimpse at the future of AI in travel; describes the Cruise Planners AI- powered system for advisors; and suggests next steps for travel advisors who are ready to apply AI to enhance their businesses and reinforce their future standing in the industry .