Toogo: Because Nothing Replaces Human Expertise

By Lucie Gosnet, Sales Director at Toogonet — May 2026

Since taking on this role as Sales Director (a rather grand title, maybe), I've been doing demo after demo. And honestly, there's something I didn't expect: the more I present Toogo, the more I see people's reactions, their questions, sometimes even their doubts… the more I find myself reflecting on what our tool truly represents. Not just its features, but its value. What it says about our industry. What it says about us.

So I felt like putting these thoughts down here.

Today, when we talk about artificial intelligence, I sometimes feel like we're being led to believe that everything is about to become simple. A good prompt, a few clicks… and a trip could almost build itself. Maybe — maybe even faster than we imagine.

The truth is, I don't exactly know where all of this is taking us. And I think it's important to be able to say that without pretending to have all the answers — because I don't think anyone really does. Whether in tourism, tech, or simply in everyday life, there are questions. Sometimes even a sense of vertigo at how fast everything is moving.

And yet, despite all of that, I remain confident. Because what truly works between people — trust, communication, the ability to understand one another and build things together — doesn't disappear overnight.

And while we're all debating the future, there's still a very concrete reality happening every single day, all over the world: teams managing last-minute schedule changes, strikes, weather disruptions, stressed clients, partners to coordinate. People continuing to make other people travel. And no theoretical reflection can truly replace that.

Travel has always existed. Movement, encounters, exchanges — they've always been part of what makes us human. Of course tools will evolve. Of course our methods will change. But human beings also have this incredible ability to adapt. And I want to believe our industry will do exactly the same.

That's probably why Toogo exists the way it does.

It's a tool born from the field — from the day-to-day reality of DMCs, agencies, and operational teams. Built around one simple idea: supporting the complexity of this profession, not pretending it doesn't exist.

Yes, there are very good software solutions on the market. I've seen them. And we don't pretend to be the only ones doing things well. Every tool has its own logic, its own vision, its own strengths. But what matters most to me isn't only the tool itself — it's what's behind it. Teams who genuinely know the field. People who understand what it means to manage an unexpected issue just hours before departure. People who know that a trip is never just a series of lines inside a system.

My perspective on all of this is probably a bit different precisely because I didn't originally come from tourism. My background was more in training, culture, and human resources. Then life led me to manage a DMC, and that's when I truly discovered the field: the operational pressure, the realities of daily life, but also the incredible human richness of this industry.

When I joined Toogo, I didn't necessarily feel legitimate. I was entering a world of software, technology, functionalities… and that wasn't my natural language. I even attended meetings where I felt completely lost. But over time, I realized something quite simple: our profession is not purely technical. It's deeply human.

We don't simply move people from point A to point B. We create experiences. Memories. Emotions. Behind every itinerary, there's intention, sensitivity, and a genuine understanding of others. Ultimately, that's the real purpose of the tool — and what stays with me the most.

What I initially saw as a gap or discomfort became a strength, because this profession first and foremost requires knowing how to listen, understand, reassure, share, and create connection.

That's also why my view of AI is probably more nuanced than a simple "for or against" debate.

It makes certain things more accessible. It helps structure ideas, save time, automate heavy tasks. And somehow, it also helped me better understand a world that once felt inaccessible to me. But the more it progresses, the more I realize it will never replace what lies at the heart of this profession. A tool, no matter how powerful, doesn't feel what a client expects. It doesn't perceive emotions or nuances — that intuition which sometimes makes all the difference. Or at least, that's what I want to believe.

The most valuable innovation may not be the one that replaces humans. It may be the one that gives them space back: space to create, imagine, personalize, and build more meaningful experiences. And, funnily enough, I even started using tools like Claude Code almost despite myself — and I actually enjoy it.

What I deeply appreciate at Toogo is this collective intelligence. Not long ago, Fabrice shared some thoughts about the future of DMCs and the role AI will play in our industry. And what struck me most wasn't only the technological aspect; it was the way of thinking about evolution itself: the ability to exchange ideas, question things, not always agree, and still move ideas forward together. Because a living profession cannot remain static.

Our approach is built around three pillars: the real-world experience of DMCs, modern technology designed to evolve quickly, and a genuine human dimension where travel creators share ideas and experiences.

The people who choose to work with us understand that behind a tool, there are first and foremost people, a vision of the industry, and real field experience. Because at the end of the day, technology makes things possible. But it's always people who give them meaning.