Luxury tourism, sustainability and artificial intelligence are no longer separate conversations.
At TOURISE, Christopher Sanderson, co-founder of The Future Laboratory and one of the world’s leading experts in trend forecasting, luxury strategy and future consumer behaviour, shares a clear vision of how hospitality brands and destinations must evolve.
In this exclusive Tourismag interview, Sanderson explores the future of luxury hospitality, the role of AI in tourism, and why heritage, craftsmanship and emotional value are becoming central to sustainable travel strategies.
From technology-driven personalisation to the rise of slow, meaningful travel, his insights offer a roadmap for destinations, hotel brands and tourism leaders navigating rapid transformation.
This conversation, recorded at TOURISE Saudi Arabia, highlights the shifts redefining high-end travel, hospitality innovation, and human-centred tourism experiences worldwide.
Luxury’s Quiet Advantage: Sustainability by Design
For Sanderson, luxury has always been rooted in longevity.
Luxury is already ahead of the game when it comes to sustainability because it’s about investment, craftsmanship and things made to last.
Heritage hotels, iconic brands and historic estates naturally embody principles that sustainability now seeks to formalise: provenance, local craft, respect for place and emotional continuity. Unlike fast fashion or disposable travel experiences, luxury thrives on return visits, memory-building and long-term relationships.
Great hospitality is about returning to the same place, watching families grow and creating emotional bonds over time.
From Visible Tech to Invisible Value
Rather than viewing AI as a threat, Sanderson positions it as invisible infrastructure.
Good technology should feel like electricity. You don’t think about it, it just works.
From his perspective, AI will remove friction, not replace human connection. Just as earlier technological shifts reshaped - rather than eliminated - workforces, AI will enable hospitality professionals to focus on creativity, care and experience.
AI is an enabler. It won’t hold humanity back, it will expand what we’re capable of.
The New Luxury Equation: Awareness Meets Value
One of the strongest shifts Sanderson identifies is the growing tension between desire and price.
Today’s guest knows exactly what they want and exactly what they’re willing to pay.
As AI-driven personalisation becomes accessible to mid-range hotels, luxury brands will no longer compete on exclusivity alone. They will need to clearly articulate value emotionally, experientially and ethically.
Whether a room costs $500 or $5,000, guests want to know they’re getting real value for money.
From Mass Travel to Curious ExplorationTechnology is also reshaping - where and how - people travel.
80% of travellers still visit just 10% of destinations.
Agentic AI, intelligent concierge systems and real-time translation will help travellers explore beyond overcrowded hotspots, while encouraging more meaningful engagement with destinations.
Yet Sanderson also warns of a future shaped by constraints.
Air miles may soon define how much you’re allowed to travel, not how much you’re rewarded.
This could lead to fewer trips but more intentional ones.
Supersonic Travel and the Redefinition of Distance
Looking further ahead, Sanderson points to the return of supersonic aviation as a major disruptor.
Supersonic travel will make almost anywhere accessible within four to five hours.
This shift could radically alter destination choice, trip frequency and the very logic of global tourism particularly for high-value, time-sensitive travellers.
Saudi Arabia: A Destination to Watch
Reflecting on TOURISE itself, Sanderson highlighted Saudi Arabia’s ambition and readiness.
What’s striking here is not just the scale, but the sophistication of what’s being delivered.
With strong national engagement and a clear vision, the Kingdom is positioning itself as a serious player in the future tourism landscape.
This is a destination the global industry needs to watch very closely.
As global tourism enters a new era shaped by technology, sustainability and rising guest expectations, Christopher Sanderson’s message is both reassuring and demanding: luxury must prove its value, technology must remain invisible, and travel must regain meaning.
Interview conducted by Donia Hamouda
Watch the full interview with Christopher Sanderson YOUTUBE
Filmed at TOURISE
Published by Tourismag
