There are five categories of information your context document needs to cover. I am going to walk through each one, and as I do, I want you to start making notes, because you are going to draft your own version of this by the end of the module.
The first category is your professional identity. Your name, your role, how long you have been in the industry, the name of your agency and a one-sentence description of what it does and who it serves. Your geographic focus or areas of specialisation: luxury travel, adventure travel, honeymoons, family travel, corporate travel, specific destination expertise. Any affiliations or professional designations that are part of how you present yourself professionally.
The second category is your client profile. A description of your typical client: who they are, what motivates them to travel, how they prefer to communicate, what they spend. The kinds of trips you book most frequently. What your clients value most in working with you. And importantly: any client types or requests you do not service, because you do not want AI generating suggestions that are irrelevant or misaligned with your practice.
The third category is your tone of voice. This is the one most people underestimate and it is where the generic problem lives. How do you write to clients? Formal or conversational? Detailed or concise? Warm but professional? Are there phrases you consistently use and others you deliberately avoid? The more specific you are here, the more precisely AI will reflect your voice rather than a version of every travel advisor it has ever encountered.
If you have a piece of client-facing writing you are happy with, make a note to paste it as a reference when you are working on communications tasks. An example of your actual writing is worth more than any description of your tone.
The fourth category is your most common tasks. The five to eight things you are most likely to ask AI to help with: drafting proposals, writing itinerary introductions, producing destination summaries, creating social content, responding to client enquiries, researching suppliers. If you use a consistent structure for any of these, describe it here. AI will replicate your format without being told each time.
The fifth category is your output preferences. How long do you want responses to be for different task types? Do you prefer one strong recommendation or multiple options to choose from? How much editorial latitude should AI take, or do you want it to stay close to the brief? Are there caveats or disclaimers you never want in client-facing content?
