VIDEO: “It’s all about trust”: Virtuoso Canada's Karen Hardie talks luxury, AI & the power of human advisors

“It’s all about trust.”

That was one of the key messages from Karen Hardie, general manager of Virtuoso Canada, when PAX sat down with her at Virtuoso Travel Week in Las Vegas to talk about the strength of luxury travel, shifting Canadian travel habits and why the human connection still matters in an increasingly AI-powered industry.

With nearly 90 Canadians among the thousands attending Virtuoso’s flagship global gathering, which took place from Aug. 9-13, across four hotels (the Bellagio, ARIA, Vdara and The Cosmopolitan), Hardie said Canada’s luxury sector continues to show strength. 

Virtuoso’s Canadian agency sales are up 13.4 per cent, driven by a combination of network growth, higher prices and, importantly, more people travelling.

READ MORE: On Location: Luxury booms, AI rises – but humans still rule at Virtuoso Travel Week

Among the trends gaining momentum is a shift toward shoulder-season travel, as clients look to escape peak-season crowds and extreme summer temperatures. 

Hardie also highlighted Canadian interest in Mexico, the Caribbean, South America, Asia and Europe, while affluent Canadians continue to travel to the United States. 

READ MORE: On Location: Fallcations, “city-maxxing” & analog escapes - Virtuoso maps luxury travel’s next wave

Multigenerational trips are another major trend, with families increasingly travelling together.

The conversation also turned to artificial intelligence. Hardie said AI can automate predictable, time-consuming tasks, freeing advisors to spend more time building relationships with clients.

But technology has its limits. For Hardie, trust remains the differentiator – an advisor’s ability to understand clients, interpret their wants and desires, and be there when they need help.

Missed the action? Catch up with PAX’s interview with Virtuoso's Karen Hardie, filmed on location at the ARIA Resort & Casino at Virtuoso Travel Week in Las Vegas. Watch it here!

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