Amid the rapid adoption of artificial intelligence ( AI) in the tourism industry, the human touch is considered to remain a key element in luxury tourism services.
HBX Group Chief Distribution Officer David Amsellem emphasized at the MarketHub Asia 2026 event held in Bali on Wednesday that technology plays a supporting role, not a substitute for personal relationships between service providers and high-end travelers.
“AI will not replace travel agents, however, AI-powered travel agents will replace traditional travel agents,” said Amsellem.
David said that luxury travelers differ from other segments. Most still rely on travel agents and human concierge services because they expect personalized attention, a deep understanding of preferences, and the ability to anticipate needs that automated systems can't always translate.
