Speaking ahead of the event in Provence, which is expected to attract around 500 delegates, Julia Lo Bue-Said, managing director of the consortium, said the event had been designed to give members ideas about how to use technology, using “relatable” language.

She said: “There’s a really strong focus on technology in the travel industry, but the human touch is crucial too.

“We’ll be focusing on how they can both work alongside each other. Without great people behind it, great technology can’t work as well as it does, and that’s what we want members to think about.”

Lo Bue-Said said a “perfect example” of machinery working hand-in-hand with humans could be seen through the success of six-time Olympic champion Sir Chris Hoy, who will be among the keynote speakers at the conference.

Aside from technological debate, delegates will also be able to keep their fingers on the political pulse with a session from Alistair Pritchard, lead partner for travel at Deloitte.

Lo Bue-Said said the issue of Brexit was “the topic” which members had expressed an interest to hear about during the event’s planning.

“Each year we ask members what they most want to have discussed, and leading up to this year’s conference Brexit was very much at the top of the list, so I’m sure Alistair’s insight will be very valuable to members.”