Apple’s Wozniak At Tianguis: “A Good Travel Agent Beats It All”

Bruce Parkinson, Open Jaw

Steve Wozniak

Apple co-founder Steve Wozniak, a man who literally changed the world by driving the personal computer revolution, says humans are always more important than technology – and that includes travel agents.

“The human must always be the master,” Wozniak told an audience at Tianguis Turistico 2018 in the Pacific coast resort of Mazatlan. Drilling down from that, Wozniak spoke in terms specific to his travel and tourism industry audience, and what he said is good news for the future of travel agents. 

“Humans like to hear things from people who have done things before. Someone who has actually been there. That’s why a good travel agent beats it all,” Wozniak said.

He also discounted fears that artificial intelligence will replace the human element in the travel buying and selling process. “Artificial intelligence doesn’t work like a human mind. It’s very limited.”

Wozniak says time is a critical element in why knowledgeable agents who can understand client wants and needs and cut through the myriad of options available will always play an important role. 

“The most precious thing to me is my time,” he said.

And the man who, along with Steve Jobs, made the personal computer and mobile phone a central part of human life, says customer service is not something that should ever be fully automated.

“There should be a law that when you call or contact customer service, you should be able to talk to a human,” he said to loud applause.

Bruce Parkinson

Bruce Parkinson Editor-in-Chief

An observer and analyst of the Canadian and international travel industries for over 25 years, Bruce uses the pre-dawn hours to prepare a daily news and information package to keep industry members up to date.




Leave a Comment...


(will not be published)