'Future of luxury travel is human despite rise of AI', say Carrier bosses

The high-end travel market is set to become an even more “human space” as the prevalence of artificial intelligence grows, according to luxury tour operator Carrier.

 

Speaking to agents at the third annual Carrier Retreat at Daios Cove in Crete, sales and commercial director Rick Milne and head of trade relationships Lee Marshall said “the future of luxury travel will be shaped by trust, discretion and relationships”.

 

“As products and services become more visible, more digitised and more transactional, true luxury has retreated into a quieter space,” Marshall said.

 

The pair cited a 2025 Criteo survey which showed that 78% of consumers are overwhelmed by choice when online shopping – something agents’ personalised approach can negate when it comes to travel.

 

Marshall labelled "emotional intelligence” the key to successful interactions with clients, adding: “Relational intelligence is becoming the highest form of service.” 

 

Milne agreed the rise of AI in everyday life had made being emotionally intelligent a “more valuable commodity, [which is] good news for luxury travel agents”.

 

He said: “The most powerful luxury experiences aren’t driven by tech, it’s the craft of understanding the person behind the request: their rhythms, their preferences, their boundaries and priorities.

 

“Often these things are unspoken, and [luxury agents have] the ability to understand those preferences, anticipate emotional needs and choreograph hundreds of invisible decisions in a way AI cannot.”

 

According to Marshall, there is now a “golden opportunity [for agents] to be more intentional about their relationships and feel supremely confident that AI will never be able to become relationship experts”.