The Age of Traveller Power
If you listen closely, the chatter around travel today sounds less like a stock market of routes and rates and more like a manifesto: travellers have power. From the moment our group of five—spanning three generations—decided to exchange Vietnam for Phuket, we felt it in real time: the ability to rethink, rebook, and reimagine our trip is now part of the standard travel toolkit. In a hyper-connected world, the traveller’s agency has accelerated. Flights can be swapped with a tap, destinations can be swapped in minutes, and itineraries can be juggled as easily as dinner plans.
AI: The Amplifier of Choice
We’ve all heard that AI is transforming travel. It’s not just a buzzword; it’s a practical collaborator. In conversations at WiT Singapore, the dialogue turned to how AI supports travellers by offering itineraries, recommendations, and even booking options—sometimes before we even articulate what we want. As industry voices like Timothy O’Neil-Dunne noted, knowledge can move faster than power, leveling the playing field so travellers can demand better, more tailored experiences. We’re now in a era where AI’s insights work in concert with human empathy to deliver value that feels personal rather than transactional.
From Extraction to Creation
The shift isn’t only about data and automation; it’s about mindset. The industry discussion at WiT Singapore underscored a simple truth: success will hinge on breaking down silos and focusing on the creation of meaningful experiences. It’s not about selling more “stuff” but about delivering value that makes travellers explore more places, spend more, and, crucially, support local communities. This pivot—from extraction to creation—will define the next chapter of travel business.
Harmony as a Core Principle
Back in Phuket, the real test of these ideas is how a resort stays relevant without losing sight of purpose. Trisara, an enduring icon since 2004, has navigated a wave of new luxury by leaning into harmony: harmony with guests, with the local community, and with the planet. Executive Director Morris Sim frames it simply: harmony is the foundation. This philosophy isn’t a soft touch; it’s a sustainable business strategy that resonates with discerning travellers who expect authenticity and responsibility as part of their luxury experience.
People at the Center
At Trisara, 90% of the 400 staff are local, many with long tenures that reflect a commitment to community and continuity. In our conversations with a long-tenured manager, the smiling answer was straightforward: “Joy and happiness.” In a world where digital touchpoints can automate service, the human touch remains irreplaceable. The resort’s approach demonstrates how technology can streamline operations while people deliver the warmth and care that leave a lasting impression.
A Reset for 21 Years of Trisara
As Trisara marks its 21st anniversary, the property is embracing a reset: growth of the past two decades gave way to a renewed focus on core purpose and sustainable relationships. It’s a reflection of a broader industry trend: the most enduring brands will evolve by staying true to their values while embracing change. For travellers, that means fewer friction points and more opportunities to connect with places and people in meaningful, responsible ways.
The Next Era of Travel
Whether you’re an OTA recalibrating in the face of AI disruption or a boutique resort refining its mission, the question remains the same: how do we adapt without betraying our core values? The answer, increasingly, is clear. Create value for travellers, not just volume. Put travellers first, then watch the rest of the ecosystem flourish. When travellers thrive, travel thrives—and Phuket’s example shows how a destination and a resort can lead by listening, collaborating, and staying true to a thoughtful purpose.
Here’s to a new beginning in travel—where empowerment, empathy, and excellence travel hand in hand.
