At the Skift Global Forum in New York, Matthew Upchurch, CEO of Virtuoso, and Skift co-founder Rafat Ali, engaged in a thought-provoking conversation about the future of travel advisors, the rising influence of artificial intelligence (AI), and the crucial role of human connection in luxury travel. The event, which drew over 1,300 attendees, underscored the dynamic shifts within the travel industry.
Upchurch started the session by unveiling impressive growth statistics: while global leisure travel has reached 126% of pre-pandemic levels, Virtuoso’s network is flourishing at an extraordinary 211%. This exceptional growth underlines the increasing demand for personalized and human-centric travel experiences, especially in the luxury market. Examining the forces driving this resurgence, Upchurch noted that industries have become polarized between optimized commodities and experiences. He used Jeff Bezos (Amazon) and Bernard Arnault (LVMH) as examples, illustrating the importance of excelling in one of these areas – emphasizing that in the luxury sector, the key to success lies in how a person feels during their journey. “Luxury is all about how you made someone feel—whether it’s through an interaction in hospitality or a product like a tie or scarf,” Upchurch explained.
While technology often seems to push industries toward automation and impersonal service, Virtuoso is employing AI to enhance the human touch. Upchurch shared that Virtuoso has been focused on “automating the predictable to humanize the exception.” This approach utilizes AI to handle routine tasks, allowing travel advisors to concentrate on the emotional aspects of travel—delivering highly personalized and unique experiences. Upchurch referenced key influences like Simon Sinek and Brené Brown, both of whom have spoken at Virtuoso’s global conferences. Sinek’s philosophy that people “buy the ‘why’ behind something” and Brown’s prediction that people would crave human connection in a tech-driven world, have shaped Virtuoso’s strategy. As AI becomes more integrated into travel planning, it empowers advisors to focus more on the nuances that elevate a trip, ensuring that each experience resonates personally with the traveler.
In a conversation with Rafat Ali, Upchurch delved further into how AI is reshaping the advisor role. He explained that AI serves as a thinking partner for travel advisors, helping them explore what might be missing in their clients’ itineraries and ensuring that the travel experiences they create are both comprehensive and personal. This process highlights the human element, ensuring that while AI handles logistical elements, the advisor crafts the emotional and experiential journey.
Surprisingly, it’s the younger generations, particularly Gen Z, that are increasingly relying on travel advisors. Contrary to predictions that Millennials and Gen Z would prefer DIY travel planning, research shows that they value professional assistance. “Gen Z is using travel advisors at a higher rate than any other generation,” Upchurch noted. This trend is driven by a desire for curated, stress-free experiences, where a trusted advisor handles the logistics. Millennials, in particular, have played a significant role in redefining luxury. They recognize that while they could plan trips themselves, it is far more enjoyable and efficient to collaborate with an expert. “Luxury,” as Upchurch described, “is knowing that someone has your back, making travel fun and easy.”
One of the most exciting developments in luxury travel is its increasing diversity. Today’s travelers seek experiences that are as varied as their interests. Whether it’s wellness, culture, or adventure, luxury has moved beyond mere opulence to offer personalized experiences that resonate deeply with individual travelers. “Luxury and experiential travel are incredibly diverse, and that’s where our advisors thrive,” Upchurch said. He emphasized that advisors’ ability to understand and match their clients’ personal preferences has allowed them to grow into multi-million-dollar producers in record time.
In the latter part of the forum, Ali asked Upchurch how AI has impacted his own travel planning. Upchurch shared his enthusiasm for AI’s potential to make travel planning more comprehensive, noting that it can help advisors think more creatively about trip planning. By serving as a productivity tool, AI ensures that advisors can deliver highly tailored experiences that go beyond the ordinary. One of AI’s strengths, according to Upchurch, is in the variety of ways it can be applied within Virtuoso’s network. Advisors range from ex-Goldman Sachs professionals to mobile tech-savvy users, all of whom are leveraging AI to enhance their services. “We’re not trying to develop a single user experience,” Upchurch explained, “but rather using AI to support a variety of models that meet different clients’ needs.” He added that the key to being an effective advisor in the age of AI is knowing how to ask the right questions. “Great advisors don’t impress clients with answers but with the questions they ask.”
Upchurch emphasized that the role of the travel advisor has evolved far beyond merely booking travel. Advisors today offer a holistic service, supporting travelers before, during, and after their trips. Virtuoso has long studied the difference between a transactional agent and a trusted advisor, identifying post-trip debriefing as the single most important factor in building lasting relationships. This holistic approach, which includes reflecting on and learning from each trip, ensures that clients see continuous improvement in their travel experiences. Advisors add value by understanding their clients’ evolving preferences, ensuring that each subsequent trip is better than the last.
As the discussion turned to the future, Upchurch identified personalization as the next big trend in luxury travel. Today’s travelers are looking for experiences that align with their personal values, such as sustainability, wellness, or social impact. It’s no longer enough to simply know a client’s favorite drink or preferred room type—advisors must understand what truly drives their clients and tailor experiences that resonate on a deeper emotional level.
Sustainability is another growing expectation in luxury travel. Travelers, particularly in the luxury segment, are increasingly conscious of the environmental and social impacts of their journeys. They’re seeking out brands and travel advisors who align with their values, whether through eco-friendly accommodations, carbon offset programs, or travel experiences that give back to local communities.
In today’s luxury travel landscape, the focus is shifting from opulence to meaning. Travelers want to engage with the world in a thoughtful, responsible way, seeking authentic connections with the places they visit and ensuring their trips leave a positive impact. Upchurch concluded that the future of luxury travel lies in creating meaningful, sustainable experiences that resonate with travelers’ personal values. The Skift Global Forum 2024, themed “Travel’s Great Renewal (and Reckoning),” highlighted the ongoing transformation within the travel industry, addressing economic uncertainties, technological shifts, and evolving traveler expectations. The insights shared by Matthew Upchurch and Rafat Ali offer a glimpse into the future of luxury travel—where AI supports, but human connection defines the experience.
