ITB China Conference has introduced a new Luxury Travel Track this year, and the sector as a whole is evolving. High-end travellers are no longer looking so much for a specific hotel, destination or standard package. Instead, they want a journey that feels personal, smooth and memorable. Sunny Tan, Founder of Luxury Travel International, describes this as a move “from selling hotels to selling experiences and memories,” with the focus shifting to privacy, views, quietness, family suitability and the overall feeling of the stay.
Irene Lee, General Manager, Greater China, Virtuoso, highlights the growing role of professional advisors in luxury travel: “Given increased external uncertainties, safety, reliability, and the ability to respond to unexpected situations have become key reasons for choosing professional advisors.” Logically, along with professional advisors, the human element is essential in luxury travel. While AI is helping behind the scenes, human warmth remains central. AI can support itinerary design, data management, safety monitoring, translation or content creation, but luxury travel still depends on empathy, judgement and personal understanding. As Irene Lee emphasises: “We let AI automate predictable tasks so we have more capacity to deliver exceptional human service.”
奢华旅游：AI提效人的价值重回核心
今年，ITB China论坛首次设立“奢华旅游”板块，也折射出高端旅游市场正在发生的新变化。如今，高端旅客关注的，早已不只是某一家酒店、某个目的地，或标准化的奢华套餐。相比“住得多豪华”，他们更在意旅程是否真正适合自己，是否足够顺畅、放松，并留下值得回忆的体验。奢游国际创始人谭晴表示，这种变化，本质上是行业正在从“卖酒店”转向“卖场景、卖回忆”。游客关注的重点，也从品牌与星级，逐渐转向私密性、景观视野、安静度、家庭友好度，以及整体居住体验本身。
Virtuoso大中华区总经理李瑾颖则提到，专业旅游顾问在高端旅游中的价值正在不断提升。“在外部环境不确定性增加的情况下，安全性、可靠性以及应变能力，已经成为越来越多客户选择专业顾问的重要原因。” 奢华旅游的核心竞争力，正在重新回归“人”的价值。AI越来越多地参与幕后运营，但不可替代的，依然是人与人之间的理解、信任与服务温度。从行程设计、数据管理，到安全监测、翻译支持与内容生成，AI已经能够承担大量重复性工作。但高端定制旅行依然离不开人的判断力、同理心，以及对客户需求的真实理解。正如李瑾颖所说：“让AI自动化处理可预测的部分，这样我们才能把更多时间投入真正有价值的事情上，为客户提供更具温度的人性化服务。”
