Revolutionizing Travel with AI: How Joel Frenette is Empowering Agents to Thrive in a Human-Centric Future
TechCulture Staff In the world of technology and travel, innovation often comes at the expense of personal connection—but not for Joel Frenette. As a Fractional CTO and founder of TravelFun.Biz, Joel has redefined what it means to integrate cutting-edge AI with human-centric service. His company’s flagship offering, the AI Tools for Travel Agents Training Program, is the world’s first comprehensive AI training solution tailored specifically for travel professionals. By empowering agents to streamline operations and enhance client relationships, Joel is ensuring that technology complements, rather than replaces, the human touch.
Joel’s journey is as remarkable as his work. From growing up in a small town in Eastern Canada to traveling to over 90 countries, his life has been shaped by curiosity, adventure, and adaptability. With more than 35 years of experience in hospitality and IT, including leading AI-driven digital transformation projects for Fortune 200 companies, Joel brings a wealth of expertise and a passion for helping businesses succeed in an AI-driven era.
In this exclusive interview, Joel shares the story behind his groundbreaking work, the challenges of launching a travel-focused business during the pandemic, and his vision for a future where AI and human ingenuity work hand in hand. With a commitment to innovation and ethics, Joel stands as a trailblazer in both technology and the travel industry, making his insights essential reading for professionals navigating the future of work.
Joel, thank you so much for joining us today, we are excited to have you here with us! Your company blends cutting-edge AI with a strong focus on human connection. Could you start by telling us more about what your company does and who it serves?
Thank you for having me, excited to be here! My company is a boutique Host Travel Agency specializing in human-centric AI solutions and travel agent training programs. Our mission is to empower travel professionals to leverage AI for exponential growth while preserving the value of human connection.
Our flagship product, the AI Tools for Travel Agents Training Program, is the first of its kind globally. It helps travel agents enhance productivity, streamline workflows, and provide exceptional client service using AI tools. With over 80 training modules, the program focuses on augmenting human roles, not replacing them, enabling agents to remain competitive in an evolving industry.
Additionally, I provide fractional CTO services, leading AI-driven digital transformation projects for organizations. This includes implementing tools like Amazon Connect, Bedrock, Lex, and Polly to optimize operations, particularly in call centers and customer service environments, while prioritizing job retention and human-AI collaboration.
At my core, I help professionals—particularly in the travel and service industries—embrace AI responsibly to improve efficiency, deliver better results, and focus on what truly matters: building lasting, meaningful relationships with clients.
It’s clear you’ve built something unique with such a powerful mission What sparked your inspiration to start this journey?
I grew up in a small town in Eastern Canada, and as far back as I can remember, I dreamed of traveling the world. I would read National Geographic magazines with awe, imagining the places I would one day explore. That dream became reality as I traveled to over 90 countries, working in bars, restaurants, resorts, hotels, and aboard luxury cruise ships. Those experiences taught me the value of cultural connection, adaptability, and the unparalleled education that only the “University of Life” can provide.
The inspiration for starting my company stems from my deep belief that everyone deserves the gift of travel—to experience new cultures, gain perspective, and build memories that last a lifetime.
I’ve always had a knack for technology, too. Back in 1989, I was already programming my own games using Atari BASIC on my 130XE. As technology evolved, I knew it would play a significant role in my adult career once my travels concluded. After dedicating 22 years to IT, I discovered a way to merge my passions for travel and technology. Today, I train and teach travel agents how to leverage technology to:
- Become better agents.
- Book more trips efficiently.
- Serve clients better by combining human connection with advanced tools.
This blend of travel, technology, and teaching drives me. By empowering agents to embrace technology, I’m helping them enhance their skills, grow their businesses, and deliver unforgettable travel experiences to their clients.
It sounds like an incredible journey! Every entrepreneur faces hurdles along the way. What were some of the biggest challenges you encountered when starting out, and how did you navigate them?
In late 2019, my wife Shelby and I, alongside another couple as co-founders, launched our Host Travel Agency. It was an exciting and promising time—we achieved a quarter million dollars in sales within the first three months. However, when COVID-19 struck, the travel industry came to a screeching halt, forcing us to face one of the toughest business decisions of our lives.
Our partners wanted to keep all the clients’ money and offer only future travel credits. But Shelby and I believed in doing what was right by our clients—we decided to refund everyone in full, absorbing the financial costs ourselves. This difficult choice led to us buying out our partners and committing to rebuilding the business on our own terms.
Those lean years taught us resilience, the importance of trust, and the value of putting people first. Today, our company has grown into a thriving business with a team of 24 remote travel agents who share our passion for creating meaningful travel experiences through personal relationships.
Our journey proves that making the right choices—even when they’re hard—can help you build something stronger, more ethical, and more impactful. Our company exists to share the gift of travel with the world, helping people discover the same joy, growth, and wonder that travel has brought into my life.
Your commitment to integrity is inspiring, and it’s inspiring how you’ve tackled those challenges! Do you find that different generations engage with your services or training programs in distinct ways?
Yes, we’ve observed significant generational differences, particularly when it comes to solo travelers and singles on cruises. We primarily cater to the 35 to 65 age group, which includes individuals who are single again, have established careers with sufficient time off, or are retirees with financial means. This demographic values good value over cheap experiences—they appreciate luxury and are willing to pay for premium accommodations, curated excursions, and exceptional service.
Younger travelers, often in their 20s and early 30s, typically seek budget-friendly options like hostels and backpacking adventures. Their focus is often on affordability, exploration, and immersive cultural experiences with minimal cost.
On the travel agent training side, we see generational differences in terms of priorities:
- Younger agents may be more tech-savvy and eager to adopt AI tools quickly to scale their business.
- Mid-career professionals prioritize strategies for delivering exceptional client service while balancing technology with interpersonal expertise.
- Retirees or second-career individuals bring a relationship-first approach and excel at client loyalty, appreciating how technology can simplify processes.
By understanding and adapting to these generational differences, we offer personalized training and travel services that align with where our clients and agents are in their life journeys.
Speaking of unique engagement, how do you position yourself to stand out from competitors in such a competitive field?
Several things differentiate us, but it boils down to five key areas:
- Award-Winning Travel Agent Training
- We offer award-winning social media lead generation training to help agents attract high-quality clients.
- Our programs teach agents how to save time and increase efficiency using AI tools to automate repetitive tasks and streamline workflows.
- We emphasize sales and phone skills training, including role-playing exercises to help agents confidently close leads and turn inquiries into bookings.
- Niche Specialization Training
- Unlike competitors with generic training programs, we encourage agents to specialize in niches such as luxury cruises, group tours, solo travel, or destination weddings.
- Extensive Real-World Hospitality Experience
- I bring over 35 years of experience in the hospitality industry, including five years aboard nine cruise ships and visits to over 90 countries.
- Human-Centric AI Approach
- Our focus is on using AI to enhance human performance, not replace it.
- Client-First Ethics and Trust
- During the COVID-19 shutdown, we chose to refund all clients in full, even absorbing significant financial losses.
By combining these elements, we empower agents to succeed and deliver unmatched value to their clients.
With such a solid foundation, it’s natural to wonder—are you planning to expand into new markets or countries in the near future?
Yes, we absolutely have plans to extend into other countries and markets. The success of our AI Tools for Travel Agents Training Program has demonstrated a global demand for specialized training that combines technology, sales skills, and human-centric service.
Here’s what we’re working on:
- International Rollout of the Training Program
- We’re making our training program accessible to agents in countries like Canada, the UK, Australia, and New Zealand.
- We plan to translate and localize our content into Spanish, French, and other major languages to support agents in Europe, Latin America, and beyond.
- New Markets for Niche Travel Services
- We’re expanding luxury and solo travel offerings into high-demand markets like Asia and the Middle East.
- Technology-Focused Partnerships
- By partnering with global travel technology platforms, booking engines, and industry associations, we’ll bring our expertise in AI-powered solutions and lead generation strategies to travel professionals worldwide.
- Conferences and Workshops
- We plan to host and participate in international travel conferences, workshops, and seminars to share our insights on human-centric AI and train agents to thrive in their respective markets.
Our ultimate vision is to help travel agents across the globe leverage AI and technology to improve efficiency, increase sales, and deliver personalized, world-class service.
Expansion is certainly an exciting prospect, but I imagine your journey so far has already been full of incredible moments. What’s been the most memorable experience for you throughout this process?
One of the most memorable experiences was launching the AI Tools for Travel Agents Training Program and seeing the immediate impact on agents. After months of developing the program, testing tools, and refining content, it was incredible to watch agents embrace AI technology and apply it to their businesses.
What stood out most was seeing agents who were initially hesitant or even fearful of AI completely transform their approach. One agent told me, “I thought AI would replace me, but now I see it’s helping me do my job faster and serve my clients better!” That moment reaffirmed why I do this—to show that technology, when implemented thoughtfully, can empower people, not replace them.
Another unforgettable moment was during the COVID-19 crisis. We made the tough decision to fully refund all our clients, absorbing significant financial losses. While it was one of the most challenging experiences of my career, it was also one of the most rewarding. The trust and loyalty we built with clients during that time became the foundation for the success we’re seeing today.
These experiences taught me that leading with integrity, innovation, and a human-centric approach creates something that truly makes a difference in people’s lives.
Moments like that can fuel motivation, but roadblocks are inevitable in any business. How do you personally manage stress and stay resilient when challenges arise?
I have a structured daily routine that helps me clear my mind, overcome stress, and creatively tackle challenges. I wake up at 5 a.m. every day and start with an hour of stretching and meditation to center myself.
After that, I head out for a 3- to 5-mile run to a local park, where I work out outdoors in the fresh air. This routine is crucial for getting into the right zone—physically, mentally, and emotionally. The adrenaline and blood flow energize me, and the combination of movement and solitude helps me think outside the box.
While running or working out, I reflect on challenges from the day before. Solutions often come naturally during this time, allowing me to approach problems with clarity and creativity.
By the time I’m finished, I feel amazing—refreshed, focused, and ready to take on the day. This routine not only keeps me resilient and adaptable but also fuels my motivation and discipline.
Your work spans a wide range of services and audiences. Who would you say is the ideal market for your products or services, and how do you address their needs?
Our ideal target market consists of travel agents, agency owners, and solo travel entrepreneurs who want to grow their businesses by embracing technology while maintaining a personalized, human touch.
Here’s a breakdown of our audience:
- Established Travel Agents and Agency Owners (35-65 age group):
- Agents looking to streamline workflows and adopt AI tools to save time on repetitive tasks.
- Professionals aiming to niche down and develop specializations, such as luxury cruises or destination weddings, to attract high-value clients.
- New or Aspiring Travel Agents:
- Individuals new to the industry who want practical, actionable training to build their businesses from the ground up.
- Tech-Savvy Entrepreneurs:
- Solo entrepreneurs leveraging AI tools for tasks like trip planning, client communication, and lead generation, allowing them to work smarter, not harder.
- Luxury and Solo Travelers:
- Clients in the 35 to 65 age range who value premium experiences and personalized service.
By combining award-winning AI training, niche specialization, and sales-focused strategies, we offer exceptional value to professionals and clients who want to thrive in the travel industry.
With such a clear focus on serving your clients, I’m curious—what kind of feedback have you received from customers, vendors, or partners about your work?
The feedback we’ve received from customers, vendors, and travel agents has been overwhelmingly positive and affirming.
- Travel Agents and Training Participants:
- Agents consistently describe the AI Tools for Travel Agents Training Program as a game-changer for their businesses.
- Many were initially skeptical or intimidated by AI but found our program’s practical, step-by-step approach empowering.
- One agent shared, “I went from feeling overwhelmed by AI to using it daily to generate leads and close more sales. The program saved me hours every week, allowing me to focus on my clients and deliver exceptional service.”
- Vendors and Partners:
- Vendors such as booking platforms, cruise lines, and tourism organizations appreciate that our agents are well-trained, efficient, and tech-savvy.
- They’ve reported higher client satisfaction and stronger conversion rates from agents who combine technology with personalized service.
- Luxury and Solo Travelers:
- Clients in our core demographic often highlight our ability to provide thoughtful, personalized travel experiences.
- One client said, “The attention to detail and care I received was unmatched. I didn’t feel like just another booking—I felt like a valued traveler with someone truly looking out for me.”
The feedback confirms that our human-centric AI approach, combined with practical tools and strategies, delivers tangible results for agents and clients alike.
It’s clear that your passion drives you, but I’d love to know: who or what has been your greatest source of inspiration along the way?
I grew up in the 1980s, surrounded by TV shows and movies with characters who embodied adventure, leadership, and ingenuity. Some of my greatest sources of inspiration came from these iconic role models:
- Captain Kirk (Star Trek): His bold leadership and ability to navigate uncharted territories inspired me to embrace challenges head-on and think creatively when faced with the unknown.
- James Bond: Bond’s ability to stay calm under pressure, think quickly on his feet, and always have a plan resonated with me. He exemplified confidence, problem-solving, and sophistication—all qualities I strive to bring to my work and leadership style.
- Indiana Jones: Perhaps my favorite, Indiana Jones sparked my sense of adventure and love for exploring the world. His mix of intelligence, resourcefulness, and relentless curiosity inspired me to travel to over 90 countries, seek new experiences, and embrace the “University of Life.”
These characters shaped my perspective on life and work, instilling in me the belief that with the right mindset, a sense of adventure, and a drive to solve problems, you can achieve extraordinary things.
Your story shows incredible resilience, and entrepreneurs often have to confront their fears head-on. What were your greatest fears when starting out or even as you’ve moved forward?
My greatest fear has always been not trying. I’ve always believed that it’s better to try and fail than to look back with regret, wondering what could have been.
There’s a quote that resonates deeply with me: “You miss 100% of the shots you don’t take.” Whether I’m launching a new business, developing innovative training programs, or venturing into uncharted territory, I remind myself that the biggest risk is inaction.
Starting my company came with challenges, from financial risks to making tough decisions, like refunding clients during the COVID-19 shutdown. But the fear of staying stagnant or letting opportunities slip away has always outweighed any fear of failure.
I see failure as a learning opportunity, not the end of the road. Each setback provides insights that help me grow stronger and move forward with more knowledge and confidence. By facing my fears and taking action, I’ve turned challenges into successes—whether it’s building a thriving team of travel agents, developing award-winning training programs, or helping others leverage technology to achieve their goals.
At the end of the day, my fear isn’t of failing—it’s of not taking the shot and missing out on the chance to make a difference.
The economy has presented challenges for businesses in recent years. How have recent economic events affected your company, and what strategies have you implemented to adapt?
Aside from the catastrophic impact of the COVID-19 pandemic on tourism, recent economic challenges, particularly inflation, have significantly affected travelers—especially those on low or fixed incomes. As costs of living rise, discretionary spending on travel has become more challenging for many people, which has impacted certain segments of the market.
To adapt, we’ve leaned into value-added, packaged tour travel offers to remain profitable and continue serving our clients effectively. These packages bundle accommodations, flights, tours, and other amenities into a single price, providing clients with cost savings while delivering high-quality experiences. The focus on value for money has been a key strategy because even when budgets are tighter, travelers still seek meaningful trips without unexpected expenses.
By curating packages that emphasize convenience, affordability, and exceptional experiences, we’ve retained and attracted clients who appreciate good value over “cheap” alternatives. This strategy not only provides financial peace of mind to travelers but also allows us to maintain healthy profit margins and sustainable growth during uncertain economic times.
Additionally, we continue to train our travel agents to identify and market niche travel opportunities—whether it’s group travel, luxury tours, or specialty trips. By targeting travelers who value curated experiences and exceptional service, we’ve created opportunities to thrive despite broader economic challenges.
Ultimately, our ability to adapt, focus on value, and put clients first has allowed us to navigate these economic changes successfully.
Despite those challenges, you’ve accomplished so much. Is there a particular project, product, or service you’re most proud of?
The project I’m most proud of is our complete Travel Agent Training Program, which has been recognized with some of the highest honors in the travel industry. This year, we were awarded the Gold Magellan Award from Travel Weekly, following our Silver Award win last year. These accolades are a testament to the program’s impact, innovation, and excellence.
What makes this achievement so meaningful is that the Magellan Awards are regarded as one of the most prestigious recognitions in the travel industry. To receive such an honor, especially two years in a row, validates the hard work, dedication, and vision that went into creating a program that truly empowers travel agents.
This training program is not just about teaching tools; it’s about providing agents with the skills, knowledge, and confidence to succeed in today’s competitive market. We focus on:
- Lead generation through social media and AI tools, helping agents attract high-quality clients.
- Sales training, including phone skills, role-playing exercises, and strategies to close leads effectively.
- Time-saving AI tools that streamline workflows, freeing agents to focus on delivering exceptional service.
By combining cutting-edge technology with a focus on human connection and client relationships, this program equips agents to scale their businesses, serve their clients better, and embrace the future of travel.
Winning these awards has been incredibly rewarding because it’s not just about recognition—it’s proof that we are making a real difference in the lives of travel professionals, helping them achieve their goals and thrive in an ever-evolving industry.
Finally, with all that you’ve learned, what advice would you give to your past self or to someone just starting their entrepreneurial journey?
I love this question, though my younger self might not have listened! Back then, I was determined to figure things out on my own, learning by doing things my way. But for smart young entrepreneurs, here’s what I’d share:
- You Never Lose—You Win or You Learn:
- Every failure is a lesson. If you’re not winning, you’re learning, and it’s through those lessons that you eventually learn how to win. Embrace mistakes as stepping stones to growth instead of letting them hold you back.
- Don’t Fall Into Analysis Paralysis:
- Too many people overthink a good idea, trying to make it perfect, only to miss opportunities. Perfection is the enemy of progress. Start with “good enough,” take action, and improve as you go.
- Take Action—Just Do It:
- Momentum comes from movement. Don’t sit still or overthink—take that first step. Even if you’re not fully ready, moving in the right direction is what matters most.
Ultimately, I’d say: Be bold, take action, and trust that every step forward—whether a win or a lesson—brings you closer to success.
Joel, thank you so much for sharing your inspiring journey and insights with us. It’s clear that your dedication to innovation, human connection, and ethical leadership has made a lasting impact on the travel and technology industries. Before we wrap up, where can our readers learn more about your work, programs, and services?
Tanks again for having me! It’s been a pleasure to share my story. Readers can learn more about my work and the AI Tools for Travel Agents Training Program by visiting JoelFrenette.com. For a closer look at how AI can empower travel professionals, I also recommend checking out ai.travelfunbiz.com.
I’m always open to connecting with people who are passionate about travel, technology, or innovation, so feel free to reach out through my website or LinkedIn. Let’s keep the conversation going!
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