Virtuoso on technology, longevity and diversity in luxury travel

Too many people focus on the idea that technology will replace travel agents. In reality, it has only enhanced what they do

Matthew Upchurch, CEO of Virtuoso, is often asked whether technology, particularly the rapid advancement of generative AI and its impact on the travel industry, will make travel agents obsolete. But as the leader of the world's leading network of luxury and experiential travel agencies, his confidence in their enduring value has only grown.

Key takeaways

• With today's longer life expectancies, travel now serves six generations at once - a phenomenon never before seen in history. For the first time, six different generations are exploring the world at the same time;
• According to Matthew Upchurch, luxury travel has evolved into a more diverse and personalized experience than ever before. Modern luxury is no longer about a one-size-fits-all approach; it's about creating customized journeys that meet the diverse desires of today's travelers;
• Upchurch sees AI as a transformative tool that allows travel advisors to focus on delivering meaningful, personalized service. By handling logistical tasks, AI allows advisors to spend more time understanding their clients, building relationships and creating unique travel experiences;
• One standout innovation used by Upchurch's advisors is the use of three-way video calls with local experts. For example, if a client is interested in visiting Rwanda, the advisor can set up a call with a local expert who can provide invaluable first-hand insight and enrich the planning process.

Get the full story at WiT