As consumers increasingly turn to LLMs to map out travels - with ABTA citing that 18% of travelers aged 25-34 now use AI tools for holiday planning, and Google Gemini unveiling new capabilities which analyze users’ interests and past behavior to tailor travel recommendations - the role of the travel advisor is increasingly hanging in the balance. Global travel network, Virtuoso, comprising 20,000 advisors across 58 countries, continues to demonstrate the enduring value of human expertise. Much like AI tools, Virtuoso advisors make it their priority to become experts in their clients, but they do so without the data, privacy and ethical concerns that surround these emerging technologies. While advanced bots raise questions around data use and the growing role of technology in shaping decisions, advisors become experts through trusted relationships, not surveillance.
In the same way, a financial advisor recommends investments that deliver the strongest return, a Virtuoso advisor maximises the most valuable asset: time. From the initial call to take-off, they design entirely bespoke journeys, shaped around each traveller’s interests, quirks and non-negotiables. Drawing on deep destination knowledge and an unrivalled global network, advisors fine-tune even the smallest details to deliver truly seamless experiences.
These client-advisor relationships often span decades. Families may have just 18 precious summers with their children to create lasting memories, and advisors help to ensure every one counts – whether that’s tracking Sri Lankan safaris, expedition cruises through the Galapagos, or hot air ballooning in Cappadocia. While AI tools can surface useful insights at speed, they cannot replicate the human connections advisors build on the ground, nor the access, advocacy and VIP treatment that HNW travellers have come to expect.
AI will undoubtedly continue to play a role in the client-advisor journey – supporting efficiency and enhancing the customer experience – but as as Matthew Upchurch, CEO, Virtuoso says, ‘While AI can process data at lightning speed, it lacks one essential quality that defines truly exceptional travel: empathy.’
‘Our vision for the future is a blend of technology and humanity, where AI works in the background, allowing our advisors to focus on building lasting connections and curating extraordinary journeys. This balance—between efficiency and empathy, technology and humanity—is where the future of luxury travel lies.’
Below, we outline some of the key advantages of booking with a Virtuoso advisor:
Quality over Quantity Luxury travel advisors cut through an overwhelming volume of information to translate endless options into thoughtfully curated experiences. Rather than relying on algorithms, they apply judgement, context and lived expertise to ensure every recommendation feels considered and relevant.
“AI can process data, but it can’t replace discernment,” says Matthew Upchurch, “Luxury travel is about nuance and trust. A skilled travel advisor understands not just where a client wants to go, but why - and how they want to feel when they get there.”
Human understanding Advisors bring emotional intelligence to the planning process, interpreting personal preferences, emotions and unspoken needs that technology is unable to recognise. This understanding allows them to design journeys that feel deeply personal, shaped by intention rather than patterns and prompts.
Matthew Upchurch says, “When every interaction feels like it could be generated by an algorithm, the desire for genuine human interaction grows. This moment, where AI meets scepticism, creates what I call Human Connection Economics. AI will amplify the need and desire for human interaction, allowing our advisors to offer even more value by focusing on personalising each experience with care and insight.”
Trusted relationships Through long-standing global partnerships and on-the-ground knowledge, luxury travel advisors provide access to experiences, insights and opportunities that are rarely available through digital tools alone. These relationships ensure clients benefit from preferential access, local expertise and consistently elevated standards.
Advocacy and reassurance Luxury travel advisors act as trusted advocates before, during and beyond the journey, offering reassurance when plans change or unexpected challenges arise. They can respond in real time, adapt quickly and resolve issues on behalf of their clients, providing continuity, care and peace of mind.
As AI continues to reshape the early stages of travel planning, Virtuoso expects luxury travel to evolve in a hybrid direction, where technology sparks inspiration and human expertise ultimately secure the booking.
