New AI-powered booking tool seeks to ‘introduce new dimension of travel’

A new AI-powered booking tool has been launched with a goal to “transform luxury travel”.

Axonall searches for hotel stays, holidays and experiences based on what users want to feel while travelling.

The brand has developed a ‘transformation arc’ system that is integrated into the platform to “help travellers identify what they truly need”. It then aligns each part of the holiday with these emotions.

The platform has access to more than 1.6 million properties worldwide, but fewer than 10,000 meet its “strict criteria” that encompasses design elements, cultural experiences, service standards and regenerative value.

It also utilises expertise from its Journey Artisans, who are “trusted cultural insiders who handpick experiences for their emotional depth and transformative potential”.

The company focuses on sustainable travel, offering eco-certified stays and carbon offset itineraries through its platform, and supporting conservation initiatives and local communities in the destinations it sends travellers.

Axonall was founded by Mel Suntal, who has more than 10 years’ experience in the luxury travel industry.

Suntal said: “Luxury, to me, was never about price tags. It was about presence.

“I created Axonall because I believe the most powerful journeys are the ones that change you, and I couldn’t find a travel platform that honoured that truth. Most were either overly transactional or emotionally tone-deaf – so I built what didn’t exist.”