Last month, The New York Times ran an article entitled, “In Milan, Putting an A.I. Travel Adviser to the Test.” In the story, the reporter tried out two itineraries in Milan, Italy — one created by artificial intelligence (AI) and the other by a human travel advisor. Both had pros and cons, but in the end, the human advisor proved to be the better option.
“[The advisor’s] service no doubt felt more tailored, highlighting the importance of human interaction,” the reporter wrote. “Before sending me her suggestions, she asked me specific questions about my preferences, and I trusted her guidance, knowing she was experienced and a local.”
While I’m generally optimistic about how AI can one day help the travel industry — and travel advisors — be more productive, I think this article clearly outlines the benefits of the human touch. (For more on AI in travel, check out our April cover story online: “How Travel Advisors Can Get Ahead Using Artificial Intelligence.”) The abilities to think outside the box and cater experiences to individual clients serve travelers in a way that a machine simply can’t yet equal.
The abilities to think outside the box and cater experiences to individual clients serve travelers in a way that a machine simply can’t yet equal.
In our new issue, we recognize a group of advisors who exemplify what makes a great modern agent. These are the finalists in our annual Trendsetter Awards, and you can read about their accomplishments in our latest cover story. With creativity and an entrepreneurial spirit, these advisors are taking their businesses to the next level.
Also in this issue, we highlight all the winners of this year’s WAVE Awards — including the recipients of the prestigious Excellence in Leadership Award — and we share some photos from the black-tie awards gala.
As we head into what is sure to be a busy summer, it’s gratifying to take a moment and salute the flesh-and-blood human beings — both advisors and suppliers — who make our industry so special.
