In the wake of the recently concluded 2026 run of MarketHub Asia, global B2B travel tech marketplace HBX Group released its findings from a survey conducted among the over 450 industry professionals in attendance.
Feedback from sector opinion leaders, hotels, travel distributors and OTAs was compiled into a data-driven snapshot of the travel industry’s priorities, growth barriers and investment focus for 2026.
Based on responses, 34 percent of respondents cited technology fragmentation across the industry, making it the most significant structural concern.
The results suggest that the sector’s primary obstacle is not a lack of travellers, but the difficulty of orchestrating increasingly complex systems across channels and partners.
This ranked ahead of volatility and cost pressures, talent shortages, and even the acceleration of AI agents in travel.
At the same time, 31 percent of respondents identified intensifying competition across channels as their main constraint against growth, closely followed by 27 percent citing technology integration complexity.
On the other hand, rising costs and talent shortages were seen as secondary pressures.
Accelerating investment in AI
Despite these constraints, confidence in existing technology stacks remains moderately strong.
Respondents rated their confidence in their tech stack’s ability to keep pace with evolving demand at an average of 3.7 out of 5, with 59 percent selecting levels 4 or 5.
However, only 19 percent rated themselves at the highest confidence level, suggesting the industry sees progress, but not yet full maturity.
Meanwhile, budget allocation signals a decisive shift toward technological reinvention.
For 2026, 38 percent of respondents plan to prioritise investment in AI, data and automation, while a further 25 percent will focus on technology modernisation and platform scalability.
In total, nearly two-thirds of planned investment is directed toward digital infrastructure and intelligence capabilities.
A widening gap
The survey also highlights a widening maturity gap in delivering personalised experiences.
When asked about their greatest challenge in this area, 32 percent pointed to data integration across systems, while another 32 percent cited proving returns on investment at scale.
The balance between automation and human touch further reflects this transition phase. Respondents rated their organisation’s approach at an average of 3.5 out of 5, with 53 percent selecting level 4.
The industry appears to be moving toward a hybrid model, but has not yet fully optimised it.
An era of structural reinvention
The survey results likewise echoed themes raised during MarketHub Asia by HBX chief strategy, transformation, and AI officer Javier Cabrerizo who described the travel industry as entering a new phase defined by structural reinvention.
As Cabrerizo explains: “What this data shows is that the industry is no longer constrained by demand, it is constrained by complexity. Fragmented systems and integration challenges are limiting our ability to scale intelligence. The companies that solve orchestration will define the next phase of growth. The acceleration of AI is not just an innovation trend, it’s a structural necessity. But AI layered on top of fragmented infrastructure will not deliver transformation. Integration is the real competitive advantage.”
Taken together, the findings suggest the sector is moving beyond a recovery mindset and into a new era where integration, intelligent execution and scalable AI will define the next generation of travel leaders.
