Travel Counsellors appoints new AI Innovation Partner

We’re pleased to announce the appointment of Jeremy Smith as our new AI Innovation Partner.

This newly created role reflects our ongoing investment to embed AI across our global platform, and follows the successful launch of TC Co-Pilot - our AI assistant designed to enhance productivity, deepen personalisation, and strengthen the end-to-end experience for both Travel Counsellors and their customers.

Jeremy Smith brings specialist experience as founder and CEO of Neural Voice over the past three years, an AI company focused on developing conversational AI and automation for the travel industry, including customer enquiries, lead handling, and service journeys.

In his new role, he will support the ongoing development and embedding of AI across the business, including the evolution of TC Co-Pilot, exploring new ways for AI to remove friction from everyday tasks, streamline workflows, and free up more time for Travel Counsellors to focus on delivering personalised experiences for their customers.

He will also collaborate across support teams and our established AI champions to further accelerate opportunities for AI to improve internal operations, automate routine processes, and help teams work more efficiently - ensuring AI enhances every part of the business.

Steve Byrne, our CEO, commented: "We’re delighted to welcome Jeremy Smith to the Travel Counsellors community as our new AI Innovation Partner. He joins a longstanding, talented technology team and will support the ongoing evolution of our AI strategy. This appointment reflects our continued commitment to innovation that empowers Travel Counsellors, strengthens the personal service they provide to their customers, and identifies opportunities across our support teams, ensuring our high-tech, high-touch approach continues to be at the heart of everything we do."

Reflecting on his new role, Jeremy said: “"I’m really excited to join the Travel Counsellors community. My experience building AI for travel has shown me that the best results come when technology quietly enhances human expertise. In this role, I’ll be helping the business use AI to streamline processes, reduce repetitive tasks, and give Travel Counsellors more time to focus on what really matters – creating meaningful, personalised experiences for their customers."

Jeremy also has a strong personal connection to the business. His mother has been a Travel Counsellor for over ten years, giving him first-hand insight into how the model works and what matters to both our franchise owners and their customers.

Jeremy’s appointment is part of our £17.5 million investment in our technology platform this year. By embedding AI across the business, we continue to set a benchmark for how technology can enhance the human touch in travel.

Ready to explore a smarter way to run a travel business?

Curious about building a travel business backed by cutting-edge AI and a truly supportive community? Discover how Travel Counsellors combines high-tech with high-touch at one of our Discovery events. Join us to explore what life as a Travel Counsellor could look like for you.