The definition of luxury travel fluctuates across demographics, and how technology plays into that is also changing with evolving needs and tools like artificial intelligence (AI).
“Luxury audiences ... they vary greatly depending on level of maturity of that wealth, where they're hailing from across the planet, whether or not they're a solo traveler or traveling in a group, [if they are] multi-generational and where they sit in the luxury ladder,” Kristie Goshow, chief commercial officer at Loews Hotels & Co, said during an interview in the PhocusWire studio at The Phocuswright Conference.
Luxury travelers are often looking for technology to remove friction on their trips, Goshow said. Hospitality providers are expected to improve experience, and tech has to enable that.
Phocuswright’s 2025 U.S. Consumer Travel Report found that “indulgent explorers,” defined by their per-person, per-day leisure travel spend, excluding airfare, are more tech savvy. The study revealed 78% seek out and enjoy being an early adopter of new technology, compared with 38% of the general population.
Skylark CEO Mike Greene agreed. While definitions can vary, for Greene, luxury hinges on dynamic personalization.
“It's about being proactive, having service be super proactive about—and attentive to—what people need before they even know what they need,” Greene said. “And technology can play a huge role in that.”
Right now, AI can be instrumental in planning and recommendation generation, and Greene anticipates that the new frontier will be technology that can anticipate guests' needs and get ahead of them.
However, Greene said predictive capabilities with AI are still a ways off in terms of luxury-level fulfillment.
Goshow and Greene also discussed how data collection and use plays into the technology that powers luxury, the ever-present need for human touch, social media's impact on luxury and more.
Watch the full interview with senior reporter Morgan Hines below.
What technology brings to the luxury travel market