A new report from RateHawk and travel research firm Phocuswright suggests that changing traveller expectations, global uncertainty and artificial intelligence will reshape how travel is sold and managed over the next decade.
The study, presented during RateHawk's Futurecast online event on June 23, identifies 10 key trends that travel professionals should consider as they prepare for the industry landscape of 2036.
According to the report, travel advisors, agencies and other travel businesses will face growing pressure to adapt to increasingly personalized traveller demands while navigating economic and geopolitical uncertainty.
“We created this report as a practical guide to help travel businesses navigate the industry’s fast-changing environment. It explores key shifts across the most important parts of the travel ecosystem, including the broader market landscape, traveller behaviour, and technological adoption, and is designed to help travel professionals identify the most important actions needed to stay competitive over the next decade,” said Astrid Kastberg, Managing Director of RateHawk.
“The report is based on data analysis from Phocuswright and RateHawk, as well as a series of in-depth interviews with leading industry players, ensuring it addresses the most relevant questions faced by decision-makers and travel professionals on the frontline.”
Personalization and digital influence
The report identifies changing traveller behaviour as one of the industry's most significant transformation drivers.
As both experienced travellers and younger consumers seek increasingly personalized experiences, demand patterns are becoming more fragmented. At the same time, social media and digital platforms are playing a larger role in travel planning and purchasing decisions.
The report suggests advisors will need to diversify their product offerings and embrace new distribution channels to better connect with prospective customers.
Uncertainty reshaping booking habits
According to the study, geopolitical tensions, economic instability and other global factors are making travellers more price sensitive and more likely to make spontaneous booking decisions.
The report also points to growing demand for integrated booking solutions that simplify trip planning and management for both travellers and travel sellers.
Reliable API connections, the report notes, will become increasingly important as businesses seek to respond quickly to changing market conditions.
AI adoption expected to accelerate
Artificial intelligence is identified as the third major force expected to transform travel distribution over the next decade.
The study found that 57% of global travel professionals surveyed by RateHawk in 2026 view AI positively in their work, although confidence levels vary depending on the task being performed.
The report predicts that AI-powered agents and automated workflows will increasingly handle routine tasks, allowing advisors to focus more on customer service and relationship-building.
“Amid rapid industry transformation and the many challenges ahead, one thing remains constant: travel professionals need powerful, intelligent tools to stay ahead. This is where we see RateHawk’s role in the next decade — to stand alongside our retail and API partners, empowering them with the technology, supply, and operational infrastructure they need to grow faster, operate smarter, and unlock new opportunities,” concluded Kastberg.
The full report is available free of charge on the PhocusWire website.
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