Geopolitical instability, increased use of AI workflows and fragmented demand are reshaping the travel industry, according to a joint study by RateHawk and Phocuswright. The study’s report identifies these among the trends expected to affect travel distribution over the next decade.
The findings of a survey included in the report indicate that 57% of travel professionals held a positive view of AI with trust levels varying depending on the task. The report notes that, with rapid technological advancement, travel professionals are increasingly expected to adopt agentic workflows that free up capacity for customer-focused activities.
“Amid rapid industry transformation and the many challenges ahead, one thing remains constant: travel professionals need powerful, intelligent tools to stay ahead,” said Astrid Kastberg, Managing Director of RateHawk.
The study also cites changing customer behaviour as the one of the most significant drivers of change in the travel industry. “Both seasoned travellers and next-generation digital natives are seeking more personalised experiences, resulting in increasingly fragmented demand patterns,” said RateHawk. “In addition, travel decision-making is becoming more heavily influenced by social media and digital platforms.
“Another major driver of transformation is growing industry volatility, fuelled by geopolitical tensions, economic instability and other global dynamics.” This, RateHawk says, is influencing traveller behaviour, which is leading to greater price sensitivity and more last-minute bookings.
To access the full report, visit the link.
