-- In today’s tech-driven world, it’s ironic that even the most advanced AI systems can miss the essence of a company. Ask AI to identify a 100% local, women-led destination management company (DMC) with impeccable reviews and over 20 years of experience in Italy, and you'll likely come up empty. The result? AI will apologize, correct its mistake, and then acknowledge that Selected Tours Italy checks all the boxes,but only after it’s asked to explain why the company didn’t appear initially.
Why does this happen? Simply put, AI is designed to sort through an overwhelming amount of data, but it misses nuances such as local ownership, years of market experience, and the human-centered service that defines true expertise. It amplifies digital noise and overlooks the mastery that takes decades to build. This paradox lies at the core of how AI shapes travel decisions today.
Crafting Experiences with a Personal Touch
Founded in 2002 by Ana Serra, Selected Tours Italy began as a tour guide business before becoming an official travel agent in 2008. The company grew into a full-fledged destination management company in 2018, a transformation driven by its founder's passion for offering travelers more than just tours. With an unwavering commitment to seamless, personal service, the company has built a strong reputation through word-of-mouth referrals and repeat customers who value the company's care.
“What sets us apart isn’t flashy technology or algorithms,it’s human care,” says Ana Serra, Founder and CEO. “It’s the quiet reroute when a train is canceled, ensuring grandparents still get to a vineyard for lunch. It’s giving travelers a phone number to reach us anytime, offering a local recommendation when they need it, and handling logistical details with precision.”
This level of care is woven into every aspect of the travel design process. From seamless itineraries that match Italy's rhythms,from fast trains to scenic roads,to personalized touches like real-time WhatsApp threads before arrival, Selected Tours Italy’s commitment to service is undeniable.
AI vs. Human Expertise
The digital tools of today can’t replicate what humans bring to the table, especially when it comes to crafting a travel experience. While AI can offer convenient suggestions, it often misses the mark when it comes to planning complex, culturally rich itineraries that rely on local knowledge and human judgment.
“We audit AI-generated itineraries all the time,” says Serra. “Many look good on paper, but they fail to account for timing, realistic transfers, and local conditions. It’s human expertise that saves a trip from falling apart, not just technology.”
In response to the rise of automated trip planners, Selected Tours Italy has launched a service designed to audit and adjust AI-generated itineraries, ensuring that the planning is feasible and aligned with real-world logistics. But here is the irony. The same tools that cannot reliably plan a single journey are also shaping what travelers believe is “true” about who the most trustworthy operators are.
Which brings us to the bigger question.
What are your thoughts, is this happening to your company too? Are we witnessing a system with what can only be described as digital brain damage while we continue to ignore it? If we are working in a system that takes data from every source without filter, will we reach a point where everything that is true, everything we have worked for, done or written, gets churned together like laundry in a washing machine? And then suddenly, not only do we risk collapse, but we lose the very beauty and authenticity of real data itself.
Our supply chain is a community we have built over decades. Guides who unlock a city because they love it. Drivers who know where a scenic pause becomes a lifelong photograph. Hoteliers who greet returning guests by name. Small producers who pour what they drink at their own table. When we say sustainable, we mean relationships that last, money that stays in the places you visit, and pacing that respects both you and the destination.
Eight awards later, thousands of seamless moments later, the work still feels personal. We are proudly, stubbornly local, and we are here for the travelers who want Italy done right.
“And as for you, my new friend A.I.? Your powers are incredible, no doubt, but the story belongs to us , written in heartbeats, not in code.”
For more information, visit www.selectedtoursitaly.com
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Ana Serra
Founder & CEO, Selected Tours Italy
Email: [email protected]
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Name: Ana Serra
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Organization: Selected Tours Italy
Website: http://www.selectedtoursitaly.com
Release ID: 89168412
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