Elite Travel Agents Are Using AI to Sell Vibes, Not Destinations

The best way to gauge the success of a vacation is how you feel when it ends. So as pop culture becomes more aware of “the vibe economy”—the idea that consumers are willing to pay more to feel a certain way—it’s no surprise that travel professionals are hoping to capitalize on it.

On Feb. 13, bespoke travel outfitter Black Tomato is launching a new digital tool called the “Feelings Engine” to help travelers identify destinations that will make them feel relaxed, reinvigorated, inspired, excited—or whatever emotion they’re seeking. Co-founder Tom Marchant calls it a “return to the company’s roots,” noting that when the company was founded in 2005, its original website similarly prompted travelers to choose destinations based on their emotional desires. And because it’s now 2025, he’s using generative AI to turn an awkward, tricky-to-answer question—“how do you want to feel?”—into something of a game.