Virtuoso launches AI tool as it hails value of agents

Luxury agency network Virtuoso has launched a new AI tool for agents, marking its “most significant technology initiative to date”.

The technology was unveiled during the network’s fifth Travel Tech Summit, taking place at its 38th annual Travel Week conference in Las Vegas.

The tool provides informed recommendations for advisors, who can ask for advice around destinations, DMCs, supplier partners and trends.

The platform can also direct users towards other Virtuoso advisors who may be able to offer support with specialist itinerary building.

Virtuoso emphasised the tool has been launched to support agents rather than replace them, with senior vice-president of technology Paul Kearney reminding delegates: “None of this replaces your judgement – it can’t.

“When a client calls their advisor at 11 o’clock at night from an airport in a country that they’ve never been to, they’re not calling a data model. They’re calling a relationship.”

Speaking at the Travel Tech Summit, Kearney further highlighted the benefits of the tool, telling agents: “This takes the predictable work off your plate, leaving more time for the things only you can do.”

Following the announcement, a number of Virtuoso advisors will receive early access to the platform to help the network “learn and get feedback” before being rolled out globally.

Virtuoso has purposefully not given an official name to the tool as it wants users to remember “it’s not a product”, according to senior vice-president of global products Helen McCabe-Young.

This decision helps reinforce the network’s belief that AI and advancements in technology don’t pose a threat to advisors.

At a press conference for trade media, Virtuoso’s chief executive Matthew Upchurch (pictured) said: “The evolution of technology has actually made the advisor more relevant.”

The network further highlighted the value of the travel trade as it revealed research that found 91% of travellers are excited to plan a trip with AI, but only 6% would actually trust the technology to book their holiday.