Global Travel Collection has formed a Technology Advisory Council, an invitation-only group of advisors who will have a direct hand in the host agency's tech roadmap.
Announced late last week, the council pairs member advisors with GTC's technology team to vet new capabilities, test tools ahead of launch, and weigh in on where the company puts its long-term technology dollars. The goal: ground product decisions in how advisors actually work, from surfacing pain points to flagging which features deserve priority.
"This Council wasn't created to be symbolic, it was created to be impactful," said Mark Munley, chief information officer, Global Travel Collection. "Our advisors know where technology creates value and where it creates friction. Their perspective will directly influence our roadmap, our investment priorities and the tools we build to help advisors grow their businesses."
The council builds on a string of advisor-facing tech rollouts at GTC, including Atlas, an AI-powered platform the company projects will free up more than 1.5 million advisor hours a year on complex itinerary planning, and The Exchange, a confidential resource for advisors weighing growth, partnership, and succession moves.
"The best technology isn't built in isolation. It's built alongside the advisors who use it every day," Munley added. "At Global Travel Collection, our advisors don't just benefit from innovation, they help create it."
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