The immense potential of AI for luxury travel designers has been highlighted at the Traveller Made Essence of Phuket event, with Founder and President Quentin Desurmont encouraging the community of Serandipians and Takumians to “give it a try”.
Speaking at the event’s opening session at Banyan Tree Phuket on Monday, Desurmont stressed that AI, while incredibly powerful, was not there to replace humans but to enhance their capabilities.
“Artificial intelligence is an instrument,” he insisted, “It will never replace any one of us. We are in luxury, and we bring a wonderful added value. But AI will help us do a better job.”
The rapid progression of AI tools, constantly evolving to become more precise and effective, holds great promise in his view, as does the impressive range of tasks AI can assist with. These range from creating detailed products to providing insights in various fields such as images, plans, video, text, music, and even translations.
“It’s the fastest way today to get access to very precise information at a lower cost,” he said.
“Customer segmentation is something that we need to embrace,” he said. “Personalisation in customer relations and in communication – that’s something we already do very well, but AI will help us take it to the next level.”
Looking forward, Desurmont foresees AI-powered solutions enhancing client relationships by analysing vast amounts of data from social media, improving customisation of experiences, and making travel planning more efficient.
AI’s potential in the realm of creativity is already playing a key role in the evolution of Traveller Made’s Serandipian and Takumian communities, with both muses, Goddess Serandipity and Master Takumi born of this new technology.
In 2022, the company put out its first AI communication on social media – Desurmont’s avatar diving into a swimming pool, then emerging from the sea, getting on a jet ski and then finally arriving in Marbella.
One particularly intriguing aspect of AI’s future role in luxury travel, he suggested, would be its ability to detect emotions in real-time. “It would be great if you could spot when a client enters a hotel… whether they are happy or aggressive.”
He acknowledged that while the technology was not yet perfected, it could eventually lead to smarter interactions with guests and even enhance the storytelling aspect of luxury travel. “Our job is not to book a plane, a transfer, and a hotel. Our job is to tell a story and deliver travel story adventures,” he emphasised.
However, Desurmont referred to research that showed that 78% of luxury goods companies planned to use AI in the future, with smaller luxury businesses lagging behind at only 19%, as he urged the room to explore its potential.
