The AI Revolution in Luxury Travel: Insights from Steve Endacott

Hello, I’m Ewan Macleod, Moderator for the Journeys Profile Masterclass series.

Ewan Macleod

I recently had the pleasure of hosting a fascinating conversation with Steve Endacott, a true pioneer in both travel and technology. For those who might not have time to listen to the full episode, I’ve put together this overview to capture the key insights and takeaways from our discussion.

Below is my write-up of the AI Masterclass with Steve — an essential read for anyone curious about how artificial intelligence is reshaping the future of luxury travel.

Journeys Masterclass: Steve Endacott on AI and the Future of Luxury Travel

In the latest episode of our Journeys Profile Masterclass, we had the privilege of sitting down with Steve Endacott — a travel industry heavyweight with over 30 years of experience.

From founding multi-million-pound travel companies to pioneering new frontiers in artificial intelligence, Steve brings a powerful voice to one of the most important conversations in luxury travel today.

“If you think the internet was a revolution, you have no idea what’s coming.”

That’s the stark warning Steve offers to luxury travel professionals who believe they’re immune to the AI revolution. And in this eye-opening session, he doesn't just make the case for AI — he demonstrates why ignoring it could spell the end for even the most established brands.

Steve Endacott

Meet Steve Endacott: A Career Built on Innovation

Steve’s journey through the travel sector is nothing short of legendary. From his early roles at International Leisure Group to Commercial Director at Air Tours, he’s consistently stayed ahead of the curve.

His entrepreneurial ventures include:

• Holiday Taxis – Sold for £60 million

• Rock Insurance – Sold for £21 million

• On-Holiday Group – A pioneer in dynamic packaging

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Now semi-retired, Steve is focused on shaping the future through Neural River, his AI incubator that’s turning cutting-edge technology into practical tools for the travel industry.

AI Is Already Transforming Luxury Travel

Steve doesn’t mince words: “You are fundamentally wrong” if you think AI won’t impact your sector. The masterclass is packed with examples that prove otherwise, including live demonstrations of Neural Voice, a multilingual AI that can engage in natural, human-like conversations across 42 languages.

But this isn’t just about automation — it’s about augmentation.

AI is becoming the ultimate co-pilot for luxury providers, enabling them to:

• Deliver 24/7 personalised customer service

• Enter new international markets with ease

• Transform guest interactions into engaging, high-quality content

• Handle background tasks — like waiting in supplier queues — so human teams can focus on what they do best: personal connection

  
  

Practical Applications for Luxury Travel Providers

Here are just a few ways Steve illustrates how AI is already creating a competitive edge:

• Customer Service EnhancementAI assistants can field routine inquiries, freeing up human staff to deliver more bespoke experiences.

• Global Reach, Local VoiceWith AI-driven translation and communication tools, luxury brands can now connect with customers in their native languages around the clock.

• Content Creation at ScaleTurn travel memories into shareable stories, reviews, and rich media content that drive SEO and inspire future bookings.

• Hyper-Efficient Concierge ServicesAI can manage behind-the-scenes logistics, such as supplier coordination and real-time destination updates, allowing for seamless front-end service.

  
  

Looking Ahead: Digital Twins and the Rise of the AI Traveller

Perhaps the most intriguing prediction Steve makes is the rise of digital twins — AI-powered proxies that ultra-high-net-worth individuals will use to manage their travel arrangements. In this future, luxury providers must be equipped not just to serve the client, but also to collaborate with their AI.

It’s a future where content marketing, SEO, and client interaction will be fundamentally reimagined.

Where to Start: Practical Advice from the Front Lines

For those just beginning their AI journey, Steve advises starting with the basics:

• Fix core user experience issues (like showing prices in local currencies).

• Gradually integrate AI to support your existing team.

• Work with AI consultants who understand both the tech and the unique expectations of luxury travel customers.

“It’s not a choice,” Steve cautions. “If you don’t do it, you’ll become the redundant dinosaur and you’ll be out of business.”

Final Thoughts

Steve Endacott doesn’t just forecast the future — he’s building it. And for anyone in the luxury travel space, this masterclass is more than insightful. It’s a wake-up call.

The AI revolution is here. And as Steve powerfully demonstrates, those who embrace it will lead the next generation of luxury travel. Those who don’t? They may find themselves left behind.

Watch the full episode to hear Steve’s bold predictions, see real-world AI demos, and discover how to future-proof your business in an age of exponential change.

Bye for now

Ewan and the Journeys Team