Virtuoso Travel Week spotlights technology's evolving role

26-08-24

Virtuoso Travel Week in Las Vegas, an annual event attracting over 4,700 attendees, is renowned for fostering personal connections among travel advisors and suppliers. While face-to-face networking remains the core focus, the role of technology in the travel industry is becoming increasingly significant.

Virtuoso’s chairman and CEO, Matthew Upchurch, emphasized the importance of technology in enhancing the efficiency of travel advisors. He explained that technology should "automate the predictable so you can humanize the exceptional," allowing advisors to focus on delivering personalized, high-touch experiences.

Virtuoso's strategy blends developing in-house technology with collaborating with external vendors. Upchurch highlighted that Virtuoso doesn't aim to create a single workflow but rather seeks to meet its members where they are technologically. For instance, Virtuoso recently redesigned its mobile-optimized member homepage to improve user experience, following feedback from its members. This platform serves as a digital hub, but for agencies with proprietary systems, Virtuoso provides integration support and access to necessary data and content.

In some cases, Virtuoso prefers offering multiple technology options rather than a single solution. Upchurch shared that, when digital itinerary tools first emerged, Virtuoso selected three different tools, allowing members to choose based on their specific needs. He believes that offering choices helps users appreciate the tools' advantages and use them more effectively.

Virtuoso’s approach to technology also includes fostering innovation through initiatives like the Virtuoso Incubator program, which has evolved into the Travel Tech Summit. This year's summit featured discussions on data, AI, and showcased startups in the travel tech space. Generative AI, in particular, was a hot topic, with Upchurch encouraging advisors to adopt AI tools to streamline tasks like summarizing detailed itineraries.

Looking ahead, Upchurch envisions AI playing a larger role in leveraging the collective intelligence of Virtuoso’s global network, indicating that there is much more to come in terms of technological advancements in the luxury travel industry.

Virtuoso Travel Week not only highlights the importance of personal relationships in travel but also underscores the growing significance of technology in shaping the future of luxury travel. As technology continues to evolve, Virtuoso is committed to helping its members stay ahead of the curve, ensuring they can provide exceptional, personalized experiences to their clients.

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