Luxury travel advisors can continue to demonstrate their value in the travel and tourism landscape amid a rise in AI-led travel inspiration, with first-hand destination experience, agility in managing disruption and local human connections cited as key advantages.
Simon Cameron, founder and CEO of Lightfoot Travel, a bespoke travel company serving high-net-worth guests, told TTG Asia that while AI can generate a wide range of travel ideas, the complexity inherent in luxury itineraries often requires a high level of human involvement for successful delivery.
“Our clients are constantly drawn to off-the-beaten-track destinations and locations, and many of these places are not easy to reach,” Cameron stated.
An example he noted was that some African lodges cannot be booked online, as properties prefer to work with travel agents who manage guest arrangements. Certain locations or areas within attractions are only accessible through local connections. In addition, some destinations require multiple flight connections followed by long road transfers, increasing the risk of disruption at various points of the journey.
“AI does not show these details and will not step in to support the client when last minute changes are required on the ground,” he said.
Sophie Newland, head of Singapore at Lightfoot Travel, added that AI-driven content has resulted in a proliferation of heavily edited destination and hotel videos, which can mislead travellers.
“There are fake reels that show incredible drone shots. In reality, the hotel may not look that great, or it may not have any service standards, or is quite a mission to get to. Travel advisors with first-hand experience of the destination and hotels are needed to educate travellers,” she explained.
Furthermore, current luxury travel trends also indicate increasing itinerary complexity. Cameron pointed to an evolution of the wellness travel trend, with luxury travellers moving away from generic spa escapes towards precision wellness programmes offering “targeted outcomes for the individual”. Such programmes, he noted, require careful curation and cannot be booked online.
Multi-generational travel also continues to grow, with more affluent grandparents travelling with their children and grandchildren.
“Often, these trips involve family members who are residing or studying in various cities around the world. The chosen destination has to logistically work for everyone, which can be challenging. Such clients often rely on us, the travel advisor, for recommendations and to coordinate complex travel arrangements,” Cameron added.
He also noted that as more female travellers opt for solo travel, the role of a trusted and experienced travel advisor becomes increasingly important.
“I know clients still value that human judgment, the nuance, the insider access, and the local knowledge that we bring as travel advisors. You can get AI to plan your trip around Bolivia and Colombia, but it will not unlock doors to premium, behind-the-scenes experiences,” Cameron pointed out.
At the same time, Cameron acknowledged that AI is increasingly shaping how businesses operate and said there is a need to “understand and adopt it to help us work better”.
He expects AI to play a role in analysing client data and feedback to support more tailored customer service.
