Technology and Human Connection Take Centre Stage at Virtuoso 2026 Symposium

Virtuoso’s 2026 Symposium just wrapped over the weekend in South Korea, bringing together 360 executives from its travel agency members and preferred partners across 33 countries.

Held at the Conrad Seoul, this year’s Symposium took a more technical direction, with leaders emphasizing the balance between advancing technology and preserving the human touch that defines exceptional service.

Chairman and CEO Matthew D. Upchurch opened the conference with an address stressing the intersection of technology, human connection and value creation, and travel’s enduring relevance during times of disruption. As the travel industry faces another time of uncertainty, he encouraged the network to maintain a long-term view, pointing to recent World Travel & Tourism Council research projecting $12.5 trillion (USD) in industry investment across major global economies by 2035.

“AI has expanded what can be automated at a scale we have never seen before,” he said. “More of the predictable is being handled, which shifts where human value truly resides. He noted that as technology advances, not all tasks carry equal worth. “The real challenge is not just technological, it is human. The instinct in times of change is often to do more and respond faster, but that can work against us. We need to be precise about where we create impact.”  

“What we’re experiencing isn’t incremental change,” Upchurch continued. “It is reshaping how work is structured across the industry. As capabilities expand, the opportunity is to be more intentional about how expertise is applied in practice. Technology can enhance the experience, but it can’t replace the depth of understanding that comes from truly knowing a client.” 

“We don’t move ahead individually – we move ahead together,” Upchurch said. “Our collective intelligence has always been our greatest advantage. What’s changing is how quickly and precisely we can act on it. I’m energized that we’re having the right conversations across the network, including the hard ones, because that’s where real progress happens.” 

“As we look ahead, the goal isn’t to predict the future perfectly,” said Upchurch. “It’s to navigate it together with transparency, adaptability and a shared commitment to creating meaningful human experiences. In moments of uncertainty, leadership begins with conviction about who you are and what you stand for. That sense of purpose becomes the foundation for your path forward.”