Become comfortable with AI
in your day-to-day work.
An online, cohort-based 3-month program to become comfortable with the use of AI tools in your day-to-day work and life. By popular demand from travel and tourism professionals.
Six Wednesdays. Same time every session.
All sessions run 60 minutes, live on Google Meet, at 2:00pm Eastern / 11:00am Pacific. That's 1:00pm Central, 12:00pm Mountain, 7:00pm UK.
Sessions are recorded. If you miss one, the recording is shared with the cohort.
Six sessions to build real confidence with AI tools.
A live, hands-on program where you'll learn by doing, with peers from across the travel and tourism industry.
AI Basics
Core terminology, the tools that matter, and a hands-on walkthrough, so you leave the first session already using AI with confidence.
How AI Reads Your Travel Brand
How AI systems interpret and present your destination or brand to travelers, and what you can do about it today.
Prompting, Agents & Daily AI Workflows
How to talk to AI tools effectively, set up agents that save you time, and build AI into the workflows you already use every day.
AI for Travel Marketing, Content & Discoverability
Practical applications of AI across content creation, marketing campaigns, and making your brand discoverable in AI-powered travel planning.
Advanced AI Features & What's Coming Next
What's on the horizon: new capabilities, new tools, and how to stay current as AI evolves without feeling overwhelmed.
Live Q&A & Cohort Capstone
Bring everything together. Open Q&A, peer discussion, and a practical plan for continuing to grow your AI fluency after the program ends.
Taught by Intentful’s founder.
Marina Petrova is the CEO and Co-Founder of Intentful, a technology company that provides products for every way AI interacts with a brand: when AI reads the brand, when AI answers as the brand itself, and when AI agents query the brand.
- AI products in market. At Intentful, Marina has led the development and launch of products including AI-Readable Pages, Interactive Ads that respond in real time, Brand MCP, As Seen by AI, and AI Assistant.
- AI speaker and educator. Marina is a frequent speaker on the practical, real-world application of AI, with engagements including the University of Oxford, Singularity University, Columbia University’s Startup Lab, the World Federation of Advertisers, Mobile World Congress, and NYSE’s theCUBE.
- 25+ years across technology, media, and digital transformation. Her work has spanned businesses and consumers in more than 50 countries.
- 10+ years in travel and tourism. Marina brings deep industry experience to AI 101, connecting what is happening in AI with the realities of how travel and tourism organizations operate.
In AI 101, Marina focuses on how AI actually works, what it is changing, and how organizations can use it in practice, without unnecessary complexity or hype. She teaches all six sessions personally.
For travel and tourism professionals who want to get comfortable with AI.
DMO and tourism board teams
You know AI is changing how travelers plan, but you haven't had time to explore the tools yourself. This program gives you the structured space to learn by doing, at a pace that works alongside your day job.
Hotel, attraction, and hospitality marketers
You're using AI casually but want to go deeper: better prompting, better workflows, better understanding of what's possible. This program takes you from curious to confident.
Travel marketing leaders
Your team is asking about AI, your board is asking about AI, and you need a practical understanding, not just talking points. This program gives you the hands-on foundation to lead the conversation.
One price. All six sessions.
Buy a single seat, or buy seats for your whole team in one checkout.
All six live sessions, recordings, and program materials.
- Six 60-minute live sessions on Google Meet
- Session recordings shared with the cohort
- Small-group format with travel industry peers
- Buy multiple seats in one checkout by setting the quantity at payment
Secure checkout by Stripe. Prices in USD; sales tax added at checkout where required. By purchasing you agree to our Terms of Sale and Refund Policy.
Plus 15% off every additional seat.
- Every current Suite client receives two complimentary seats
- Additional seats at $254, 15% off the standard rate
- Assign all your participants together, in one place
- Same program, same cohort, same materials
Tell us how many people you’d like to enroll and we’ll send your discounted checkout link for any seats beyond the first two.
The practical details.
What happens right after I pay?
Your receipt arrives by email straight away. Within 24 hours we’ll email you a short form to tell us who’s attending: a name and email for each seat you bought. Once you’ve returned it, every participant receives a Google Calendar invitation covering all six sessions, with the Google Meet link included.
Can I buy seats now and decide who attends later?
Yes. Buy the number of seats you need now and fill in the form when you’re ready. You can come back to it any time before the first session to assign remaining seats or swap someone. Substituting a participant is free at any time before the program begins.
What if someone misses a session?
Every session is recorded and shared with the cohort. Missing a live session doesn’t mean missing the content.
What’s your refund policy?
Full refund if you cancel in writing at least seven days before the first session. After the first session, 75% of the seat fee is refundable if requested at least 48 hours before the second session. Full details in our Refund Policy.
Do I need to install anything?
No. Sessions run on Google Meet in your browser. You don’t need a Google account to join.
Can we pay by invoice or purchase order?
Yes. Email [email protected] and we’ll send an invoice instead of a card checkout.
Take your seat in the October cohort.
Three months. Six live sessions. A travel industry peer group, and the confidence to use AI tools in your work every day. Seats are limited to keep the group small.
AI 101: Travel & Tourism is a live, online, cohort-based program by Intentful designed to help travel and tourism professionals become comfortable with AI tools in their day-to-day work. The program runs over 3 months with six live sessions held every other Wednesday in small groups, covering AI fundamentals, prompting and agents, daily AI workflows, travel marketing applications, AI discoverability, and emerging capabilities.
The October 2026 cohort meets on six Wednesdays: October 7, October 21, November 4, November 18, December 2 and December 16, 2026, at 2:00pm Eastern / 11:00am Pacific. Each session runs 60 minutes and is delivered live on Google Meet. Sessions are recorded and shared with the cohort.
A seat costs $299 (USD) and includes all six sessions, the recordings, and the program materials. Seats can be purchased online by card, and multiple seats can be bought in a single checkout. After purchase, Intentful emails the purchaser a short form within 24 hours to collect participant names and email addresses; each participant then receives a Google Calendar invitation covering all six sessions. Existing Intentful clients receive two complimentary seats and a 15% discount on any additional seats. All six sessions are taught personally by Marina Petrova, CEO and Co-Founder of Intentful. The program is built for DMO and tourism board teams, hotel and attraction marketers, and travel marketing leaders at any experience level. To purchase a seat, visit the enrollment section of this page; for invoicing, client seats, or any other question, please contact us.