"Who wants to check into a soulless place?": ILTM's Alison Gilmore on why luxury still needs the human touch and what to expect in Cannes

1. What's new and exciting at ILTM this year, beyond the usual panels and networking, that visitors can look forward to?

Cruise travel has emerged as one of the brightest chapters in global tourism's evolution, with the industry experiencing a renaissance that attracts a younger, more affluent audience to the allure of sea and river journeys. Today, many brands are redefining their narrative, referring to their vessels as 'yachts' and their voyages as 'journeys,' as they reposition cruising for a new generation of discerning travellers.

On the theme of the Blue Mind tourism trend (essentially the idea that being in, on or near water can induce a state of calm, peace and happiness), we are also launching The Sail, an external pavilion on the beach to house all our ocean cruise, river and yacht experiences, all in one place by the sea.

2. From your front-row seat in the industry, what shifts are you seeing in how affluent travellers define luxury today - and what's quietly emerging for 2026 and beyond?

More than ever, it's privacy and personalisation. I know neither of these topics are exactly emerging, but both define the evolution of luxury travel today. Specifically on the subject of privacy, I also believe that while some want to splash their stay all over socials, the real luxury traveller wants peace and privacy.

3. As travel becomes increasingly digital - from AI concierges to virtual planning - where do you think the human element still matters most in crafting a truly luxurious journey?

I think the human element matters more than ever as, let's face it, who wants to check into a soulless place driven completely by tech without anybody there with a warm welcome and a hot towel? Not me! On the all-important subject of personalisation, we need that human contact more than ever. Tech is great until it goes wrong…

4. Travellers today seem less focused on ticking destinations off a list and more on chasing rare, meaningful moments. What kind of experiences are luxury brands now curating that surprise even you?

I've been around for a long time so there is very little that wows or surprises me anymore! That said, this year I have had two standout experiences: a trip to Lencois Maranhenses in the north of Brazil staying at the most wonderful villa - a trek to get there from the UK, but worth every minute.

The second was a visit to the Waldorf Astoria New York. After eight years of renovation, I was impressed by the quality and style of how they have reinvented this icon, keeping and restoring by hand some of the most beautiful elements rather than replacing them, which makes it even more beautiful.

5. Luxury travel often lies in the art of anticipation - knowing what a guest desires before they do. How are brands perfecting that almost intuitive level of service?

This is where luxury travel agents come into their own in truly knowing and understanding their clients and their needs, likes and dislikes. The more information they can pass on to the property, the more seamless their client's stay will be without them having to ask.

6. Wellness has evolved far beyond spa menus and meditation retreats. What's the next frontier in this space - and how are brands reimagining holistic indulgence?

Wellness has evolved but still has a way to go. We are hearing about longevity and of course we all want to live a long and healthy life, but brands do need to start by getting some of the basics right and not think offering just a massage or a facial will tick the wellness box! Clients are far too savvy now and expect more wherever they stay. For me, there is still work to be done, but in-room saunas and Pilates options are a great start.

7. We're seeing a rise in travellers seeking cultural depth - from private art encounters to culinary immersion. Are there any standout examples from ILTM exhibitors?

Of course, all our ILTM exhibitors are standout, but to pick a couple of very different and culturally distinct examples for the 2025 Cannes event:

TONLE Journeys - Celebrate Ethnic Culture Through Music: I love the sound of TONLE Journeys' celebration of Thai heritage through music and dance come together through sound, movement and cultural exchange.

InterContinental Halong Bay Resort: The UNESCO-listed Ha Long Bay in Vietnam has welcomed its first luxury hotel, InterContinental Halong Bay Resort, as a place for longer, more immersive cultural stays. Initiatives include their support of a local ethical pearl farm and also a private dining experience in the natural Dragon Pearl Cave, a dramatic backdrop where Vietnamese myths and legends are brought to life in traditional music, dance and storytelling performances.

8. With so much information online, what role do you think high-end travel advisors still play in the luxury ecosystem - and how is that relationship evolving?

It is great that there is so much info online to be able to do your research, but most high-end travellers don't have the time to do in-depth levels of research and that is why the role of the travel agent is still so important. The agents we invite to ILTM have a wealth of options and contacts at their fingertips, not to mention huge knowledge and expertise to ensure they offer the right experience for the right clients. Also, and as important is the fact that should things go wrong (which does happen from time to time), having a great agent to call who can move you, sort out flights and do whatever is needed is key.

9. For high-net-worth travellers, access is the ultimate luxury. How are elite advisors leveraging relationships and insider knowledge to unlock experiences that even the most seasoned travellers can't buy off the shelf?

Their black book of contacts is key, as is maintaining, continually building and evolving their network to meet the anticipated needs of every client. This really is hard work. The help and support you get from strong contacts is invaluable and honestly, I have always found most people do genuinely love to help each other in this industry.

10. If you could whisper one piece of insider advice to the most discerning Cannes attendees, what should they look out for and how can they make the most of the ILTM experience?

Do your homework, pick suppliers you have not met before and work the event like your life depends on it. ILTM is the only place you can see the world in three days, so make the most of it. Oh and wear comfy shoes!