Transforming Travel: how innovation is powering the next era of growth
We’re in the midst of a technological revolution that will change the world as we know it. In this blog post—the first of a series on the transformational changes that will revolutionize travel—we’re exploring how creative thinking and bold partnerships can be just as powerful as the new tools at our disposal.
Key highlights:
Innovation in travel is driven by creative thinking, collaboration, and technology to create more meaningful and seamless experiences for travelers.
The leisure travel market is rapidly expanding, and brands must focus on building lasting relationships with travelers, not just on attracting new ones.
The future of travel relies on an ecosystem approach, where technology, partnerships, and openness enable personalized, sustainable, and connected journeys for all stakeholders.
Transformation in travel has never been just about technology: it’s about people, ideas, and the shared desire to make travel work better. From the Cloud to NDC, mobile payments and now AI, they have extended what’s possible for travelers and for the industry. At Amadeus, we’ve learned that innovation is about more than just adopting new tools, it’s about building with an open mindset, exploring fresh ideas, and collaborating across the ecosystem to unlock new opportunities for growth.
Nowhere is this more apparent than in the leisure travel segment. According to the Boston Consulting Group, leisure travel represents a $15 trillion opportunity by 2040, up from $5 trillion in 2024. Occasional leisure travelers already account for 53% of global travel and tourism spending, totaling $2.2 trillion, according to Statista. As customer acquisition costs continue to climb, the question for travel brands is no longer just how to attract travelers, but how to create deeper, lasting relationships with them.
Using transformational technology to create more meaningful experiences
At its heart, travel is about shared experiences: learning, connecting, and creating memories with those we love. Whether it’s diving in the Philippines, visiting family in Germany, or following a favorite artist on tour, every journey is an act of connection. The challenge — and the opportunity — is to use technology to make those moments more meaningful, and every part of the journey more seamless.
AI is a powerful example of how transformation is already reshaping travel. To stay ahead, travel companies must build their own AI assistants to customize offers and prices in real time, responsibly, and within clear guardrails. This is about more than adopting the latest model; it’s about scaling innovation in ways that are sustainable, efficient, and beneficial for all stakeholders.
Transformational thinking is keeping brands relevant between trips
Beyond booking, innovative travel brands are already transforming travel between trips, by finding ways to stay connected with travelers in those quieter moments when they aren’t yet planning their next journey. With strategic partnerships, travel brands can remain top of mind throughout the year.
For example, Air Canada offers Aeroplan points to travelers with certain credit cards to improve loyalty. Similarly, JP Morgan Chase is building its own travel agency, to stay connected through everyday spending.
In addition,travel retailers can integrate in-destination experiences into their booking flow, like tickets to the Sagrada Familia, and offer local content to keep travelers engaged between trips. Travel sellers can notify travelers of destination experiences in their home cities. Finally, much like Amazon Prime travel brands have an opportunity to offer subscribers special perks like priority boarding or extra baggage to encourage long-term loyalty. Each of these approaches reflects a shift from transactional relationships to continuous, connected experiences.
An ecosystem approach is making travel more seamless and easier than ever
As we look to the future, the next era of travel will be shaped not only by where people go, but by how seamlessly technology connects the entire ecosystem, from airports to hotels to travelers’ daily lives. Biometrics, digital wallets, and data-sharing tools are already streamlining the journey. For those of us working in the travel industry, the next step is to use these new capabilities to create more personalized, sustainable, and human-centered experiences, and that will take some creativity and collaboration.
True transformation happens when technology, partnerships, and creativity converge. By embracing openness and responsible innovation, the travel industry can reimagine itself for a new generation of experience-driven travelers and ensure that travel continues to be one of the most powerful forces for connection.
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