Brian Shultz doesn’t just lead IT—he transforms it into a strategic driver of innovation and growth. As Chief Information Officer, he steers the technology behind one of the country’s largest travel franchise networks. From streamlining operations to launching user-friendly tools, Brian ensures each digital advancement improves business efficiency and enriches the travel experience.

With expertise spanning development, strategy, and leadership, he excels at solving complex challenges with practical, scalable solutions. His focus on data-driven decisions, cross-functional collaboration, and a forward-thinking mindset keeps his team ahead of evolving industry trends. Whether implementing AI or redesigning platforms, Brian ensures technology meets current demands and leads the way forward.

Modernizing from the Ground Up

The technology environment was a little dated when I first joined the company. We still relied on floppy disks to distribute software and an FTP server sitting in a closet. The tech team consisted of just three of us: two developers and one QA. I came on board as the Senior Director of Technology— long before I stepped into the CIO role.

That early reality made it very clear: if we wanted to support our advisors, franchisees, and partners in a meaningful way, we had to rebuild. In 2017, we kicked off the process of overhauling our entire tech stack. It wasn’t about layering new systems on top of broken ones. It was about rethinking everything from the ground up—how we deliver services, support users, and evolve as a company.

Throughout that transformation, we consolidated and re-architected our platforms. We eliminated technical debt and built a modern ecosystem that powers operations across all our brands. What used to be a tangled mix of tools became a streamlined environment that allows us to move faster, iterate better, and serve more effectively.

Empowering Teams, Enhancing Experiences

Effective leadership starts with understanding. Having worked in roles across the development lifecycle, I can better support and guide my team because I’ve walked in their shoes. That hands-on experience allows me to mentor more effectively and create an environment that encourages professional growth and innovation.

This same approach drives how we design for our end users. We work closely with travel advisors to ensure the tools we build solve real-world problems. From beta testing and focus groups to feasibility studies, their feedback shapes how we develop and improve our systems, ensuring our technology truly supports their success.

From Concept to Execution

Every tool we develop begins with a purpose. Internally, I collaborate directly with stakeholders to understand their needs and then align our solutions to meet those challenges. I ask the right questions, grounded in my knowledge of the business, so we focus on projects that generate real impact— whether that is improving workflows, increasing revenue, or replacing outdated processes.

 ​I believe effective leadership starts with understanding. Having worked in roles across the development lifecycle, I can better support and guide my team because I’ve walked in their shoes 

Externally, we analyze market behavior and study gaps in the customer journey. I also look beyond the travel sector, drawing inspiration from other industries to integrate mobile-first, AI-driven, and automated solutions. The goal is to create tools that feel intuitive, solve meaningful problems, and provide real value.

Fostering Innovation through Feedback

I’ve worked hard to create a culture where innovation is part of our DNA. We host Innovation Days, where team members pitch ideas to improve customer experiences, internal processes, or technology systems. Many of our most successful features began as ideas shared during these sessions.

We also prioritize listening. Through surveys, interviews, and day-to-day interactions, we collect feedback from our travel advisors and incorporate it into our development process. This ongoing loop ensures our technology evolves with user needs and stays aligned with the business's goals.

Data-Driven Optimization

Understanding how our tools are used is key to improving them. We track engagement across websites, mobile apps, and marketing campaigns. These insights help us prioritize features that resonate and refine or retire those that don’t.

We also study how travel advisors use our tools to identify opportunities for improvement. If something is underused, we ask why. If something is essential, we find ways to make it even better. This data-driven approach ensures every decision is backed by real-world behavior and tied to measurable outcomes.

Staying Curious, Leading with Empathy

To lead effectively, I stay connected to my team’s challenges and encourage open conversations about what’s working and what’s not. Understanding those roadblocks helps me support their work and foster a productive, creative environment.

In tech—and especially in travel—it’s essential to look beyond the obvious. From launching a consumer travel app to experimenting with AI and marketing automation, I always explore how emerging technologies can keep us ahead. I encourage newcomers to take risks and test ideas. Not every experiment will succeed, but each one is a step forward. The key is staying curious, flexible, and focused on creating value.