Beach trips: Conexão Praia, a beach-specialized company, does without robots

The tourism market gained a new chapter recently with the emergence of a company that goes against the accelerated investment in artificial intelligence. Conexão Praia, specialized in beach trips, argues that technology should facilitate the customer experience, but cannot replace human service. The company argues that the priority should be to invest in training professionals to listen, understand each client's needs, assist with research for the best choices, guide purchasing decisions, and provide support during the trip. According to public tourism data, Conexão Praia is Brazil's first beach-specialized travel company. With close client engagement over the last ten years and a strong presence on social media, the company raises a controversial debate for the current market about valuing human service versus automation.