The Phocuswright Conference 2026 will delve into the transformative forces reshaping the travel industry, focusing on artificial intelligence (AI) disruption, platform power, and strategic pivots. Announced this week, the conference theme, "Pressures. Power. Pivots.", aims to address how demand is created, captured, and converted in the evolving travel landscape. Registration is now open, with early registrants saving $800 before 29 May.

AI is rapidly changing how travel decisions are made, influencing brand consideration and customer relationships. Brigit Zimmerman, CEO of Priceline and a conference speaker, emphasised the significance of this shift, stating, "AI is changing not just how travel is booked, but how decisions are made and which brands are considered in the first place."

The conference will explore three interconnected themes:

- **Pressures**: Examining technology acceleration, margin compression, and regulatory challenges as structural forces.
- **Power**: Investigating who controls demand and how AI agents and dominant platforms are redefining boundaries.
- **Pivots**: Highlighting strategic moves from search to intelligence that distinguish industry leaders.

A key focus will be on agentic AI, which can autonomously interpret traveller intent and complete transactions. Pete Comeau, managing director of Phocuswright, noted, "The travel industry has always found its footing through disruption. But the scale and simultaneity of what's hitting now demands more than adaptation."

The conference, known for attracting senior decision-makers from airlines, hotels, and technology firms, promises to be a critical venue for strategic debate amidst industry uncertainty. Full speaker and programming details will be released in the coming months

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