Firstly, what is incentive travel? It's about creating a once-in-a-lifetime experience for employees to incentivise them to perform their best and stay with their company. In addition to this, we believe that the experience shouldn’t feel too ‘corporate’ and should create memories that are truly unforgettable.
And so, in theory, if you were to use this concept as a prompt for some form of sophisticated AI software, whilst outlining a more detailed brief around numbers, location, proximity and duration, AI would provide you with an answer.
Furthermore, those that are adept at using artificial intelligence and know how to utilise it to the fullest, could argue that AI could organise the entire trip. But could it?
Logistics
For argument’s sake, let’s consider the most advanced AI software (and a user that knows how to use it). You would assume that logistics would be organised more efficiently than any human, an entire itinerary could be created, minute by minute, with flights, transfers and accommodation all being found through the power of the internet.
However, AI is logical and not empathetic. The cheapest and most efficient mode of transport may not be the most comfortable or provide the best experience. The timings of an itinerary could run like clockwork, but humans need rest and buffers in case they are running late. What’s more, accommodation could be sourced through a million websites to get the best deal online - but that doesn’t always mean the best price.
Relationships
This leads on to the second consideration - relationships. Most people would rather book a hotel recommended to them by a friend, than one that’s had a million five-star reviews online, because they have a relationship with the recommender. So even if AI was to scour the web and review every luxury hotel’s reviews, social media mentions and imagery, it still can’t guarantee you won’t be ‘catfished’.
Whereas experienced incentive planners will have visited numerous relevant options, and will then go on a site visit to experience the options first-hand - something AI could never do. Furthermore, agency incentive planners have relationships with the hotel groups and are recognised for their buying power - meaning better prices and guaranteed quality of experience.
Memories
Finally the key point that underpins the value of humans versus AI - emotional experience. If AI was just organising the arrangements for a solo business traveller heading to a far-flung city for a few meetings, it could be argued that artificial intelligence could replace a human. However, an incentive trip is much more than this.
In order for an incentive to feel like a once-in-a-lifetime experience and foster unforgettable memories, it needs to evoke emotions. An incentive trip needs to surprise and delight every step of the way. It’s not just about the destination, it’s about the journey too. And so by definition the experience needs to be tailored and experienced by a human to ensure that it will deliver emotionally - something AI could never achieve, regardless of how advanced it becomes.
AI will never have eyes, ears and a nose. AI will never have skin. AI will never be able to taste. AI can’t feel emotions. And so will never be able to experience an incentive trip first-hand to then successfully organise it for others.
We at Black Book are passionate about creating unforgettable moments. Our experienced team have travelled all over the world, stayed in countless luxury hotels, tasted a plethora of delicious cuisines and continue to engage with on-the-ground suppliers globally. This means we have the relationships and real-life expertise to deliver an incentive trip for you and your teams that will truly be felt.
Get in touch if you’d like to find out more.