The travel industry is undergoing a significant transformation, driven by changing consumer preferences and the adoption of new technologies, particularly AI. According to Vvivi Hu, Chief Strategy Officer at Amadeus, the industry is moving towards a more connected and personalized experience for travelers.
Travelers now expect simpler, more personalized, and more responsive journeys, with the industry required to understand context, anticipate needs, and remove friction across every stage of the journey.
AI is driving a deeper transformation in the travel ecosystem, with systems becoming more connected, automated, and capable of acting on their own.
The real shift is in control, with AI reshaping how systems operate and who defines how the system works.
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As systems become more connected and agent-driven, value moves away from individual components towards the layer that coordinates how everything works together, known as orchestration.
This pattern is emerging across multiple dimensions, with control shifting from support to orchestration, and advantage sitting with whoever directs how work flows across systems.
In the travel industry, this convergence is especially clear, with every journey requiring coordination across many players, shaping demand, executing workflows, moving transactions, and validating identity across digital and physical environments.
The role of a company like Amadeus is evolving, with the opportunity now to move beyond enabling parts of the system towards orchestrating how it works as a whole.
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They are connecting and orchestrating workflows across the ecosystem, capturing and translating traveler intent into transactions, activating data commercially, and providing a trusted layer linking digital and physical journeys.
Success will not be measured by the sophistication of the technology itself, but by how seamlessly the industry can meet rising traveler expectations for journeys that feel more connected, intuitive, and responsive.
Companies like Amadeus are at the forefront of making travel better for everyone, everywhere, by providing a more personalized and responsive experience for travelers through personalized journeys.
It is expected that the travel industry will continue its transformation, driven by changing consumer preferences and the adoption of new technologies.
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The industry’s response to these changes will be critical in determining its future success, with a focus on orchestration and personalization key to meeting rising traveler expectations.
The travel industry’s transformation is a complex issue.
Many different factors are at play, including technology, consumer preferences, and infrastructure, all of which are influencing the direction of the industry.