Roisin Bennett and Ivan Ivanovic AI Tourism Talks replay on practical AI for travel SMBs

Practical AI for Travel SMB: where to start and what to avoid

Most travel SMBs do not need more AI tools.

They need a better system for using them.

That was the clearest conclusion from my AI Tourism Talks episode with Roisin Bennett, CEO of Marketing Mentors.

Watch the full replay on YouTube:
https://www.youtube.com/watch?v=lngnn3wcKp0

Roisin brings a rare perspective to this topic. Before focusing on AI implementation for small and medium businesses, she worked in tourism and aviation, including tourism promotion connected to Shannon Airport and the west of Ireland.

That mix of tourism experience and practical AI work made this episode especially useful for travel and tourism businesses trying to make sense of AI without getting lost in hype.

The problem is not the tool

A lot of businesses think they are behind because they are not using enough AI tools.

But that is usually not the real issue.

The real issue is that teams are trying to use AI without:

  • clear workflows
  • clear ownership
  • clear priorities
  • clear guardrails

That is why the results often feel messy.

Why systems matter

One of the strongest ideas in the episode was that AI should not be treated only as a collection of tools.

It should be treated as part of a simple working system.

That shift helps businesses:

  • reduce overwhelm
  • understand where AI fits
  • avoid random experimentation
  • get more practical value from what they already have

What should come before automation

Before automating anything, businesses need to get clear on:

  • how work happens now
  • where friction sits in the workflow
  • what tasks are repetitive
  • what still needs human judgment
  • what should not be delegated fully

That is what creates a usable foundation.

Where AI can help first

For travel SMBs, the best starting points are often practical ones:

  • content workflows
  • destination and market research
  • customer communication support
  • internal planning
  • admin and repeatable tasks

These areas are easier to test, easier to manage, and more useful for small teams than chasing advanced tools too early.

Trust still drives the decision

Travel is built on trust.

That is why AI use has to stay responsible.

This includes:

  • protecting sensitive data
  • keeping human oversight
  • being careful with brand voice
  • avoiding over-automation in high-risk areas

Watch the full replay

If you work in travel, tourism, hospitality, or travel tech, this episode gives a more practical way to think about AI.

Watch the full replay on YouTube:
https://www.youtube.com/watch?v=lngnn3wcKp0

Bonus resource

Roisin also shared her free AI Business Growth Scorecard:
https://marketingmentors.scoreapp.com/