Luxury Travel’s Next Era: AI, Empathy, and Expertise with Manfredi Lefebvre

Few names carry as much weight in high-end global travel as Manfredi Lefebvre d’Ovidio. From expanding Silversea Cruises to acquiring Abercrombie & Kent Travel Group and Crystal Cruises, his leadership blends deep industry knowledge with bold investments in innovation.

Now, as Executive Chairman of Heritage Group and A&K Travel Group, Lefebvre is focusing on luxury travel and transformative sectors like biotechnology, energy transition, and philanthropy.

Ahead of his session at Skift Global Forum, he shared his perspective on AI, personalization, and why technology will only deepen, not diminish, the human side of travel.

“Travel is fundamentally about human connection…AI is a tool to enhance it.”

He explained that A&K built its systems to support this philosophy: “When our AI systems handle the routine tasks, our travel consultants can focus on the conversations that matter. They can spend time understanding why a guest wants to visit Japan for the first time, or crafting the perfect surprise for a couple celebrating their anniversary.”

He pointed out how A&K’s global network amplifies this approach: “We have people living in these destinations who are immersed in the local culture. AI helps us connect the right local expert with the right guest at the right moment. It’s not about automation, it’s about making those human connections more meaningful and timely.”

Lefebvre also noted its role in marketing: “We’re also using AI in our marketing to deliver more relevant content, but we never lose sight of the fact that travel is real life. No algorithm can replicate the feeling of watching a sunset over the Serengeti or the warmth of a local guide sharing stories about their hometown. AI helps us identify who might be interested in those experiences, but it’s our people who bring them to life.”

“The complete rejection of cookie-cutter experiences,” he said. “Today’s travelers don’t just want something different, they want something that feels like it was created specifically for them.”

“What excites me about this shift,” Lefebvre added, “is that it plays directly to our strengths. We’ve always been in the business of personalization through human interaction. Our local teams around the world don’t just know the best restaurants; they know which chef would love to meet a guest who’s passionate about sustainable farming, or which artist would enjoy showing a traveler their private studio.”

“This isn’t about data points and algorithms, though those help,” he continued. “It’s about having real people in real places who can create connections that turn a trip into a transformative experience. The companies that will thrive are those that can combine deep local knowledge with the ability to act on it quickly and personally.”

“Personalization for us starts with a simple truth: every guest is unique, and every conversation should reflect that,” Lefebvre explained. “We’re not trying to predict what someone wants based on their demographic profile; we’re listening to what they actually tell us and using our global network to deliver on those specific desires.”

“Our approach has three key elements,” he said.

• “First, we use technology to capture and understand the nuances of what our guests share with us.
• Second, we combine those insights with the deep local knowledge of our destination teams who live and breathe these places every day.
• Third, we use AI to help our travel designers connect the dots faster, so they can spend more time crafting experiences rather than searching for information.”

“The result is something that feels effortless to our guests but is actually quite sophisticated behind the scenes,” he pointed out.

“When someone mentions they love street food, our local teams don’t just recommend the popular spots. They know the hidden gems, the family-run places, the markets where you can learn to cook alongside local chefs. Technology helps us surface these connections faster, but it’s the human relationships that make them memorable.”

“The more digital our world becomes, the more precious authentic human connection becomes,” he observed. “We’re seeing this paradox everywhere: as people spend more time behind screens, they crave real experiences and genuine interactions when they travel.”

“Our AI tools free our people from administrative work so they can focus on what machines simply cannot do: understand the emotion behind a travel dream, sense when someone needs reassurance, or spot the perfect moment to suggest an unexpected adventure.”

“Our global network is our secret weapon here,” he added. “When you’re planning a trip to Morocco, you’re not just talking to someone in an office who’s read about Marrakech. You’re connected with our team member who grew up there, who knows the best time to visit the Atlas Mountains, who can introduce you to the craftsman who will teach you traditional pottery techniques.”

“The future of travel isn’t about choosing between digital efficiency and human warmth,” he concluded. “It’s about using technology to make human connections more meaningful, more timely, and more personal.”

“Our biggest prediction is on the irreplaceable value of human expertise enhanced by intelligent technology,” Lefebvre said. “We believe the future belongs to companies that can seamlessly blend sophisticated tools with exceptional human knowledge to create experiences that feel both effortless and deeply personal.”

“This means continuing to invest in our technology while simultaneously investing in our people around the world,” he explained. “We believe that travellers will increasingly choose companies that can deliver the convenience and insights of advanced AI while maintaining the warmth, creativity, and cultural sensitivity that only comes from having real people in real places.”

With the transformation of Silversea Cruises and leadership roles spanning A&K Travel Group, Crystal Cruises, and Heritage Group, Lefebvre’s track record speaks for itself.

His insights at Skift Global Forum will offer an unparalleled look at how AI, personalization, and human expertise will shape luxury travel for years to come.

Secure your seat at Skift Global Forum to hear from Manfredi Lefebvre and other industry leaders redefining travel’s future.

September 16-18, 2025 - NEW YORK CITY