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You have to keep politely and firmly drawing the line.
One of my go to tricks is redirection. You ask me to book a meeting, I send a nice and detailed how-to. At the end, I include "happy to help with any clarification".
You ask me to book a trip, I send the travel vendors details, links, forms, etc.
It's a bit of work at first but once you have some templates and are consistent, most people will get the message.
Now if your executive is pushing for you to do these things, subtly and again nicely let them know it may mean you reprioritizing some of their own tasks. Something as simple as "is it okay if I move booking your trip till tomorrow while I sort out this request".
A lot of emotional intelligence is needed especially as you already established a pattern of availability, but it isn't irredeemable.
I started out working for my exec but quickly it became a situation where I was expected to support his team as well. It was never communicated that this was what they wanted. It was assumed by the team that I would be supporting them as well. When I tried to draw the line because I also supported a second Exec, I was reprimanded.
So that can be frustrating when expectations aren't clearly defined.