Artificial intelligence is changing how people research, plan and book travel, but technology alone cannot deliver every part of a memorable journey. For destination management companies, the future lies in combining digital efficiency with the personal touch of human expertise.
Martin Wiest, CEO of Tourvest Destination Management, believes a hybrid approach will help the travel industry embrace AI while preserving the personalised service travellers continue to value.
Let Technology Handle the Routine
AI can help travel businesses streamline bookings, organise information and reduce repetitive administrative tasks. This allows employees to spend more time on complex itineraries, tailored recommendations and building relationships with clients.
Wiest argues that the guiding principle should be to “digitise the commodity and humanise the complexity”.
While technology can make travel planning faster, organising intricate journeys still requires judgement, local knowledge and the ability to respond when plans change.
Why Human Expertise Still Matters
Consider a gorilla-trekking experience in Rwanda or Uganda. Arranging such a trip involves coordinating permits, accommodation, transport and local operators. AI can support the planning process, but experienced travel professionals remain important when unexpected challenges arise or local circumstances require quick decisions.
As translation tools make communication across languages easier, understanding cultural differences and anticipating travellers’ needs may also become increasingly important.
The goal is not to compete with technology, but to use it to create more thoughtful and seamless travel experiences.
Investing in People and Technology
Adopting AI also requires more than introducing new software. Businesses need suitable infrastructure, tailored systems and training to ensure the technology supports their specific operations.
At Tourvest Destination Management, Wiest says adapting AI to the company’s needs has required significant investment. The approach reflects a broader view that technology delivers the greatest value when it strengthens existing capabilities and supports a clear business strategy.
Equipping employees with AI skills can also help businesses redirect time from routine tasks towards guest engagement and personalised service.
Finding the Right Balance
As travellers increasingly seek distinctive, experience-led journeys, destination management companies will need to demonstrate value beyond simply arranging bookings.
AI can improve efficiency, but trust, problem-solving and local insight remain essential to managing complex travel experiences. Businesses that combine these strengths may be better positioned to meet changing traveller expectations.
Scene Feed thought
Technology can make travel planning easier, but the people who understand a destination can make the experience more meaningful. Never forget: the best journeys combine smart tools with a human touch.