At Virtuoso’s recent symposium at sea, Virtuoso Chairman and CEO Matthew D. Upchurch says a Virtuoso survey of agency owners and managers has found optimism around AI.
Speaking on the privately chartered Crystal Serenity where 375 travel professionals from 38 countries gathered, Upchurch says the research shows half of respondents indicated they see AI as an opportunity, as opposed to a threat.
“In the midst of another tech inflection – or as some call it, a disruption – with AI, I love how optimistic Virtuoso members are about its potential.
“Starting in the onset of the millennium, we have seen how these disruptions make travel – and the professional, knowledgeable, well-connected travel advisors – all the more important in people’s lives.”
“We are also tracking the shifts in how generations are valuing luxury. We’re tracking everything from AI’s role in augmenting the workforce to the evolving definition of luxury itself.
“While headlines often suggest AI is replacing human jobs, the reality is our profession is booming – LinkedIn lists ‘travel advisor’ as the fifth fastest growing career.
“At Virtuoso, we’ve long embraced what’s now called ‘prompt engineering’ as the art of asking the right questions. At its heart, luxury is the ‘how did you make me feel business,’ a highly defensible business model that’s deeply personal and human-led.”
Executive Vice President David Kolnew also highlighted key priorities for luxury travellers, saying safety and security is key.
“One-third of luxury travellers said an extra layer of protection is a top benefit of working with a travel advisor, even above perks like upgrades and VIP access.”
He also spoke to insights around trends saying coolcations (trips to places like Scandinavia) and ‘The White Lotus Effect’ (travellers primarily going to Thailand to stay at hotels featured in the popular series) are still remaining stead.
An he says sustainability remains a key factor in travellers’ choices.
“Over 40 percent are willing to pay more to support companies that adopt environmentally friendly practices, particularly Millennials and Gen Z.”
And he says nearly two out of three luxury travellers said they are interested in making sustainable travel choices during their trips.
For more information, visit Virtuoso.
