01 / Background
I’ve spent more than 20 years helping organizations with their digital transformation, more than half of them in tourism. Today I lead the digital team at Agence Régionale du Tourisme Grand Est.
I started my career writing code. I’ve since moved into strategy, but I’ve kept the habit of testing tools myself before talking about them. I also know tourism from its hidden side: data. So I’m watching closely what changes now that AI is part of how people plan their trips.
Since February 2024, I’ve been testing and analyzing AI for tourism and travel professionals in IA, Tech & Travel Café (opens in a new tab), an independent media outlet in French followed by more than 3,000 professionals. AI opens up a lot of possibilities, but there’s sometimes a world of difference between the announcements and what actually works in the field.
03 / On stage
More than twenty talks since 2024, for tourism boards, travel agencies, students, and decision-makers, in France and across the French-speaking world. Talks are delivered in French.
Where I’ve spoken
Next Tourisme Les Entreprises du Voyage L’Echo Touristique ADN Tourisme Sorbonne Université Grands Remous, Québec Rencontres nationales du e-tourisme Rencontres de l’Ardenne Trophées du Tourisme en Côtes d’Armor Association des Directeurs de Golf de France Syndicat des Loisirs Actifs
Latest talks
AI: a new touchpoint with visitors
AI: getting the most out of Claude for travel businesses
Staying visible when AI answers everything
(opens in a new tab)04 / At a glance
20 yearsin digital, 13 of them in tourism
21talks, panels, and workshops since 2024
3,000+subscribers to my newsletter, IA, Tech & Travel Café (opens in a new tab)
5,900+people follow me on LinkedIn (opens in a new tab)
05 / Beliefs
Four convictions shaped by experience, hands-on testing, and feedback from the field.
01
Opening hours, addresses, phone numbers… like it or not, AI tools already pull them from Google, Booking.com, or Tripadvisor. Destinations have every reason to focus on what these platforms don’t know well, such as actual access conditions or seasonal constraints. That’s where they can stay one step ahead, provided they structure this knowledge.
02
As AI spreads, it produces content that looks increasingly alike. Once it becomes commonplace, the difference will lie in what it can’t do, in what can’t be automated… like welcoming a visitor or telling the story of a place with sincerity and lived experience.
03
I strongly believe in these three values, in this exact order. First, be pragmatic, because waiting until you’re certain means never moving forward. Then, learn by doing. And be willing to backtrack. Decisions made today, in an extremely fast-moving context, will inevitably be called into question within three to six months. One thing is certain: structuring quality data will pay off no matter what.
04
Automation, traditional AI, generative AI, agentic AI… Four approaches that often get lumped together under one label. Yet they are very different, with nowhere near the same maturity, the same power, or, above all, the same risks. We often talk about generative AI, then apply the same conclusions to all the others…
Written in September 2026. This will evolve, inevitably.
I explore these ideas every month in my newsletter (opens in a new tab), in French.
06 / Contact
A question, a project, an idea? Email me.
