White Lotus, Artificial Intelligence and the New Business of Luxury Travel

Today Sarah Kopit and Seth Borko are joined by Tom Marchant from Black Tomato to delve into the evolving landscape of luxury travel. They discuss the definition of luxury, the importance of emotional connections in travel experiences, and how travel advisors play a crucial role in understanding customer needs. The conversation also touches on innovative travel experiences, partnerships, and the balance between curated and spontaneous travel. In this conversation Marchant discusses the profound impact of cultural assets and media on travel destinations, particularly how shows like 'White Lotus' influence tourism. He shares insights on scaling a luxury travel business while maintaining a personal touch, the integration of AI to enhance customer experiences, and the current economic landscape affecting luxury travel. Marchant also highlights emerging trends in the industry, such as the desire for 'earned experiences' and the search for tranquility in travel. Takeaways Luxury is about being thoughtful and personal. The definition of luxury is shifting over time. Travel experiences should evoke emotions and feelings. Understanding customer psychology is key to luxury travel. Travel advisors often act as emotional guides for clients. Unique experiences can be more valuable than traditional luxury. Innovative travel products can enhance customer experiences. Partnerships can expand the reach and offerings of travel companies. Curated experiences should allow for spontaneity. Social media influences travel choices but should not dictate them. Cultural assets like dramas can significantly influence travel destinations. Media portrayal of locations can lead to increased tourism interest. Scaling a luxury travel business requires a focus on culture and values. AI can enhance efficiency in luxury travel without replacing human connection. Luxury consumers are resilient and prioritize travel despite economic fluctuations. Travelers are increasingly seeking experiences that feel earned and meaningful. There is a growing trend towards finding silence and tranquility in travel. Connections with local cultures are becoming more important to travelers. Personal experiences in travel can profoundly impact one's perspective. Traveling with family can create unforgettable memories and connections. Connect with Skift LinkedIn: https://www.linkedin.com/company/skift/ WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/ Facebook: https://facebook.com/skiftnews Instagram: https://www.instagram.com/skiftnews/ Threads: https://www.threads.net/@skiftnews Bluesky: https://bsky.app/profile/skiftnews.bsky.social X: https://twitter.com/skift Subscribe to @SkiftNews and never miss an update from the travel industry.