Meet Guillaume Terrade: why luxury travel is about the people you meet.
“Luxury isn’t about having more. It’s about accessing what most people never even know exists”.
At EMOTIONS in France, every journey begins with a story. More importantly, it begins with the people who bring France’s heritage to life.
We sat down with Guillaume Terrade, Head of Sales & Exploration, to discuss his unique role, the philosophy behind EMOTIONS in France, and why authentic human encounters remain the greatest luxury of all.
Where does artificial intelligence fit?
Your approach feels deeply human. Where does AI fit in?
Guillaume embraces technology—but only as a support.
“AI is a fantastic tool. It saves time, simplifies processes and removes unnecessary tasks. But nobody has ever been moved by an algorithm.”
Technology can improve efficiency, but emotion cannot be automated.
For EMOTIONS in France, luxury is created through curiosity, intuition and personal relationships. AI helps behind the scenes so the team can focus on what matters most: creating unforgettable human experiences.
“nobody has ever been moved by an algorithm”
Why authenticity matters more than ever
You seem optimistic about the future. Why?
According to Guillaume, today’s travelers are searching for something increasingly rare: authenticity.
“We’re surrounded by recommendations, rankings and identical experiences. Yet what travelers remember most are authentic moments and unexpected encounters.”
France continues to inspire not only because of its extraordinary heritage, but because of the people who preserve it every day.
“A winemaker. An artisan. A chef. A creator. They are the true destination.”
This vision is precisely what inspires the Emotions in France Millésimes, immersive journeys designed around a region and the remarkable people who define its identity.
Redefining luxury
Do you consider EMOTIONS in France a luxury brand?
Guillaume’s answer challenges the traditional definition of luxury.
“Not in the traditional sense.”
Booking a palace hotel or a Michelin-starred restaurant has become accessible.
A role that goes beyond sales
Your title is unusual. Why combine Sales and Exploration?
“Hotels sell rooms. Airlines sell seats. We create encounters.”
For Guillaume, the distinction is fundamental.
His role isn’t simply about designing itineraries. It’s about discovering remarkable people across France — winemakers, artisans, artists and chefs — then building genuine relationships with them before ever introducing them to a guest.
As he explains:
“Most travel companies design itineraries. We design human connections.”
This philosophy perfectly reflects the DNA of EMOTIONS in France, where every tailor-made journey is built around authentic encounters rather than sightseeing alone.
What remains genuinely rare is something else entirely.
“Access to people, knowledge, stories and private worlds that are usually hidden from view.”
He describes sharing a meal with a Michelin-starred chef after service, stepping inside a family-owned wine cellar with the winemaker himself, or learning a disappearing craft directly from the artisan preserving it.
Experiences that cannot simply be booked online.
For Guillaume, this is the true meaning of luxury.
“That’s not luxury as I see it. That’s privilege, authenticity and human connection. And that’s exactly what we create.”
“We design human connections”
More than a journey
At EMOTIONS in France, destinations are never defined only by monuments or landscapes.
They are shaped by the people who keep French heritage alive every day.
Because long after a journey ends, travelers rarely remember only where they stayed.
They remember who they met.
