WTM Latin America: Aroldo Schultz, from Grupo Schultz, highlights the use of artificial intelligence and shifts in tourism profiles

The advancement of artificial intelligence and the growing demand for more personalized experiences are reshaping the role of tour operators, according to Aroldo Schultz, founder and president of Empresas Schultz, during WTM Latin America.

The 13th edition of WTM Latin America takes place from April 14 to 17 at Expo Center Norte in São Paulo.

With 40 years of experience in the sector, the executive associates the evolution of tourism with constant cycles of adaptation, influenced by factors such as regulatory changes, economic crises, and technological transformations. According to him, digitalization had already been part of the company’s strategy before the popularization of the internet, with the development of proprietary management systems for tourism operations.

More recently, the company has invested in artificial intelligence, particularly through the Wikitravel AI platform, designed to create personalized itineraries. The tool allows users to plan trips based on their profile, budget, and preferences, generating demand that can be directed to travel agents. According to Schultz, the goal is to integrate technology with professional intermediation, without replacing the role of agents.

The company is also preparing to expand its digital ecosystem by incorporating agencies into the platform and launching new features, such as reward-based engagement systems. The strategy aims to increase user interaction and expand lead generation for the travel trade.

On the operational side, the executive points to a shift in consumer behavior, with growing demand for small group travel and itineraries less focused on traditional destinations. The “small group” model, with fewer participants and more individualized experiences, emerges as an alternative to mass tourism.

This trend is linked to increasing pressure on established destinations, a phenomenon known as overtourism. According to Schultz, geographic diversification is expected to gain traction in the coming years, with greater promotion of lesser-explored destinations and a more balanced distribution of tourist flows.

The executive also highlights the importance of economic sustainability for companies in the sector. In his view, growth must be accompanied by profitability, in a market where sales volume does not always translate into consistent financial results.

In the travel insurance segment, the assessment is that demand has stabilized after the pandemic, but still requires greater consumer awareness regarding provider selection and proper use of services.

The combination of technology, personalization, and destination diversification points to a scenario of accelerated transformation in tourism, directly impacting how operators structure their products and engage with end consumers.

Report and photo: Mary de Aquino.