CONFERENCE NEWS Serandipians conference: Charlotte Brook reports from Marbella


Serandipians targets another 30 members


Luxury travel network Serandipians, which has 570 members in 74 countries, plans to cap its membership at 600 agencies. The plan is to target the US to fill the remaining 30 vacancies. A total of 222 agencies (39%) are


Quentin Desurmont (left) and Philippe Montigny


‘Use AI to develop uniqueness, excellence and build desirability’


Using AI will help travel brands to better understand their customers’ booking history and market trends, delegates were told at The Essence of Luxury Travel conference in Marbella in March. Speaker Nathalie Rémy, a partner


at Bain & Company, said AI and other technologies could also help brands to develop uniqueness and excellence, to build desirability. She said: “AI will allow you to capture a bigger share value from a growing number of wealthy customers. There is no other option than for the travel industry to get on ChatGPT and try to leverage it.” As the platform becomes more


advanced, Rémy said it would allow travel advisors to understand their customer history and market trends to propose itineraries that suit clients’ needs. She added: “Alongside AI, there are


other technologies that should be utilised, especially for managing relationships with suppliers and customers.”


18 ASPIRE MAY 2024 But Rémy stressed that human


creativity is equally as important. “Travel designers also need to continue


to raise their creative game because the spark, the thing that generates emotions, will remain human,” she said. Philippe Montigny, an advisor to


boards and committees on corporate social responsibility, highlighted the importance of travel brands demonstrating a commitment to sustainability. “The luxury sector is going to be under growing attention, constraints and concerns due to corporate and social responsibility and sustainability issues,” he said. Montigny cited a Bain & Company study claiming 75% of luxury consumers are interested in sustainability, and 57% are willing to pay more to have a positive impact on social and environmental issues. “Not only do you have to do well, but


you also must be able to demonstrate that you are doing well,” he said.


from Europe, with 44 based in the UK. Elsewhere, 18% of members are based in North America, 8% in South America, 11% in Asia-Pacific, 10% in northern Asia, 8% in China and 6% in the Middle East and Africa. The newest member is Scott Dunn


Private, which has offices in the UK, Singapore and US. Founder and chief executive


Quentin Desurmont said: “I’ve always promised that we would never have more than 600 Serandipians agencies.” Peter Conway, director of member-


ships and DMC partnerships, added: “The idea is to have a more balanced portfolio. We don’t want any particular country or region directly influencing the direction of the organisation.” He said the membership


process would become “more selective”, adding: “Our focus is on smaller-volume, higher-value clients.” Last year, the network’s members’ total revenue was €4.5 billion.


Quentin Desurmont


aspiretravelclub.co.uk


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