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World Aviation Festival 2025 – Day 2 highlights
Day 2 of the World Aviation Festival 2025 in Lisbon brought together some of the most influential voices in global aviation, with government leaders, airline CEOs, and industry innovators addressing the sector’s defining challenges – resilience in a geopolitical world of uncertainty, the urgent need for decarbonisation, and the transformative potential of technology. Over 4,500 global leaders are attending the festival at the Feira Internacional de Lisboa, with more than 600 speakers and 400 travel tech companies showcasing the latest developments in aviation. Aviation at a crossroads Opening the day, Hugo Espírito Santo, Portugal’s Secretary of State for Infrastructure, called for a shared vision to make aviation more resilient, diverse, and inclusive. He highlighted the Portuguese government’s plans for a new Lisbon airport five times larger than the current hub and confirmed approval of TAP’s partial privatisation. “The new aviation industry is going to be smarter and more inclusive,” he said, underlining the role of technology, AI, and cybersecurity in shaping the sector’s future. Airline leaders on resilience and the decarbonisation challenge Sustainability was a consistent theme in the agenda, with airline leaders warning that the industry’s ability to decarbonise will determine its long-term licence to grow. TAP Air Portugal CEO Luís Rodrigues emphasised that while airlines are committed to sustainability, they cannot achieve net zero alone. they can’t produce SAF, can’t build engines, and can’t replace short haul flights with rail. Airlines are doing everything they can, but progress is not fast enough. IAG CEO Luis Gallego pointed to misaligned incentives in the supply chain: “Airlines want more efficient engines, but manufacturers lack incentives to invest in new designs. Hydrogen aircraft have already been delayed beyond 2035.” IATA Director General Willie Walsh underlined the financial burden, warning that airlines face €5 billion in additional costs to meet sustainability targets, with fuel suppliers charging premiums for SAF at airports where they hold monopolies. Meanwhile, Eddie Wilson, Ryanair, said that the airline’s latest aircraft consume 16% less fuel and generate significantly less noise, but stressed that the industry is being held back by the lack of affordable SAF. “Energy companies are not producing enough SAF. We will use it when the price falls, but right now supply is too limited and too expensive,” he said. Technology and digital retailing Innovation was in the spotlight as IBM and event headline sponsors FLYR presented their collaboration with Riyadh Air, building an Offer & Order native airline in under two years. The project demonstrates how modular, IATA aligned technology can transform airline retailing, enabling carriers to sell flights alongside ancillary products in the modern, e commerce style that consumers expect and demand. Wilson also shared how Ryanair is embracing AI and machine learning to boost customer experience and loyalty. From predictive crew management to a new digital boarding pass launching in November, he highlighted how technology is helping Ryanair move 600,000 passengers more efficiently while improving disruption management. He stressed that “fusion between human and AI is the key,” noting that AI is not replacing jobs but enhancing operations. Strategy, competition and innovation In a CEO panel, the top leaders from Ryanair, SunExpress, Swissport, Microsoft and PROS explored how technology, competition and customer expectations are reshaping aviation. Swissport’s Warwick Brady described how the company is digitising ground services, investing in autonomous vehicles and AI to improve efficiency across 4 million annual turnarounds, while expanding its global lounge network. Max Kownatzki, CEO of SunExpress, stressed the importance of balancing automation with the human factor during disruption, while highlighting new ancillary products – such as Covid insurance – that proved popular with customers. Meanwhile, Microsoft’s Julie Shainock and PROS’ Surain Adyanthaya pointed to the rise of AI driven revenue management, dynamic pricing and real time personalisation, while warning that transparency in offers is essential to maintain trust. Ryanair’s Wilson noted the challenges of implementing personalisation at scale, while also highlighting the growing cybersecurity risks airlines face. Redefining airline commercial strategy In a fireside chat, easyJet’s CCO Sophie Dekkers reflected on how Covid accelerated change in the industry, with inflation, fuel prices and airport costs now creating new pressures. She noted that 22 million ATC delays were recorded in Europe last year, compounded by reduced airspace due to the war in Ukraine and aircraft delivery delays. Dekkers explained how embedding data scientists into easyJet’s revenue management team has transformed decision making, allowing the airline to respond in real time to unpredictable customer behaviour. “Automation allows the team to focus on exceptions, while data science ensures we can identify problems as they happen,” she said. Meeting traveller expectations and workforce challenges Speakers also explored shifting traveller demographics and expectations. Gallego highlighted the importance of tailoring offers to different customer profiles across IAG’s portfolio, while Rodrigues pointed to the operational challenges of serving an ageing traveller base. IAG’s Walsh noted that premium leisure travel has rebounded faster than other segments, underscoring the need for airlines to adapt to evolving demand patterns. Attracting and retaining talent also emerged as a critical challenge. Gallego described IAG’s group wide career development programmes, while Rodrigues stressed the resilience of aviation workers and the need to bring in fresh perspectives from outside the industry. All agreed that diversity and next generation skills will be essential to aviation’s reinvention.
Coming Soon: South Africa’s AI Visa Could Redefine Border Travel. What It Means for Global Visitors
South Africa has unveiled its vision for a smarter, faster, and more secure border experience. On 18 September 2025, Minister of Home Affairs Dr. Leon Schreiber previewed the country’s upcoming Artificial Intelligence-powered Electronic Travel Authorisation (ETA) system during the Tourism Business Council of South Africa’s Leadership Conference signalling a major step in the digital transformation of travel to the country. The ETA is not yet live, but a pilot phase is expected to begin later this month, initially for tourist visas of up to 90 days. The system will first be implemented at OR Tambo International Airport (Johannesburg) and Cape Town International Airport, before being gradually expanded to additional ports of entry and visa categories. At its core, the ETA is designed to digitise and automate visa processing, using machine learning to screen applicants more efficiently and securely. By moving away from paper-based systems, the platform aims to eliminate delays, reduce fraud and corruption, and strengthen border control through smarter, tech-driven checks. “Over time, the ETA will be expanded to more visa categories and rolled out at more ports of entry. This scale-up will continue until no person can enter South Africa without obtaining a digital visa through the ETA,” Minister Schreiber said. The announcement follows a pledge by President Cyril Ramaphosa in his February State of the Nation Address to digitise immigration services. The ETA builds on those ambitions and complements South Africa’s existing e-Visa portal, which currently serves travellers from over 30 countries. However, it is still unclear whether the new AI-based platform will replace the e-Visa system or operate alongside it. While the announcement marks an internal milestone, it also sends a strong message externally: South Africa is serious about making travel easier, faster, and more appealing — not just for leisure visitors, but for business travellers, investors, and diaspora communities alike. The implications go beyond national borders. Africa remains one of the world’s least open regions for intra-continental travel, with visa restrictions often cited as a major hurdle to economic integration. Experts suggest that systems like ETA — if scaled across countries and aligned regionally — could help unlock the full potential of the African Continental Free Trade Area (AfCFTA) and boost tourism, trade, and labour mobility within the continent. For now, all eyes are on the rollout. As South Africa edges closer to implementing one of the continent’s first AI-powered visa systems, the move could serve as a blueprint for future-ready travel policy — where efficiency, security, and openness go hand in hand.
Transformative Power of AI is key to Turning first-time bookers into brand believers: Graham
Travel Daily Media (TDM): How is Cendyn leveraging AI to personalise the guest experience and enhance loyalty programs? Kindly share some specific examples or success metrics. Nicki Graham (NG): This year, we recognised the opportunity to leverage AI within loyalty programs to better understand guest engagement and enhance the overall guest experience. As a result, we integrated our CRM with Loyalty Juggernaut’s (LJI’s) GRAVTY® technology. This integration enables hospitality brands to develop impactful, real-time, and personalised guest engagement programs across both their digital and physical platforms. The AI component of this technology allows hotels to gain insights into how guests interact with their brand. Instead of relying on generic offers and programs, hotels can create tailored loyalty benefits. We believe that this approach is crucial for converting first-time bookers into loyal brand advocates. Ultimately, we are incorporating AI to provide hoteliers with the tools necessary to build deeper relationships with their guests. This effort drives repeat stays and enhances overall guest satisfaction through customised loyalty strategies. TDM: Why do you believe loyalty is the most sustainable way for hotels to grow revenue in today’s market? NG: Focusing on loyalty is a smart strategy and has become a necessity for businesses. It is much more cost-effective to encourage guests to return than to continuously seek out new ones. In a competitive market with limited resources, hotels cannot afford to be stuck in a cycle of attracting new guests just to survive. Returning guests not only provide a sense of security for the business but also tend to spend more. They are likely to book extra nights, upgrade their rooms, and take advantage of additional amenities. What’s exciting is that loyalty programs are no longer just for repeat guests. Hotels are now using these programs to connect with first-time visitors by offering perks and discounted rates for direct bookings. This approach helps bring guests through the door initially while making them feel valued from the start, increasing the likelihood of their return. TDM: What role does predictive analytics play in identifying high-value guests and driving repeat business? NG: Predictive analytics acts like a crystal ball for understanding guest behaviour. By analysing patterns such as how frequently a guest books a stay, their spending habits on the property, and their tendency to upgrade their rooms, hotels can identify their most valuable guests. For instance, if a guest consistently books a suite, dines in the restaurant, and stays for long weekends, predictive models can highlight this behaviour. Hotels can then create targeted offers, like an extended stay deal or a personalised spa package for their next visit. These timely and relevant touchpoints help drive upsell opportunities and encourage repeat visits from these valuable guests. For hotels looking to work smarter, identifying the guests most worth targeting to achieve their goals offers significant benefits. TDM: How do Cendyn’s AI and data tools integrate with existing hotel CRM and PMS systems? NG: Technology should work together seamlessly to reduce stress. Many hotels experience frustration with clunky technology that fails to integrate properly, but it doesn't have to be that way. At Cendyn, one of our main priorities is ensuring that technology works together effortlessly. Our AI and data tools are fully integrated into the Cendyn CRM, which connects easily with existing PMS systems through open APIs. The greatest challenge for hotels is accessing the right data. We are continually refining how we centralise data across the business, ensuring it flows smoothly between systems. This simplification streamlines processes by maintaining a unified guest database, allowing hotels to clean and merge data effectively. As a result, they can make informed decisions with confidence. It's straightforward and intelligent, keeping everything in sync. TDM: In what ways has loyalty marketing evolved post-pandemic, and how has Cendyn adapted to that shift? NG: We all know about the surge in 'revenge travel' following the pandemic. Hotels experienced a significant increase in occupancy and revenue, with direct bookings reaching an all-time high. Those hotels that gathered guest data during this period now hold a valuable advantage. At Cendyn, we have focused on maximising this opportunity for hotels. Our loyalty and CRM tools transform guest data into actionable insights. With features like automated journeys and scalable personalisation, hotels can maintain meaningful connections with their guests. In today's landscape, effective loyalty marketing relies on data to enhance personalisation and strengthen guest relationships. Even for hotels that haven't accumulated substantial data thus far, technology is now available that allows them to make significant progress quickly, provided they have a solid tech stack in place. TDM: What role does omnichannel engagement play in retaining hotel guests today? NG: Guests expect communication on their preferred terms, whether that’s through email, text, social media, or in-app messaging. Hotels need to be prepared to engage across all these channels. When hotels consistently communicate through a guest's preferred channels, it not only enhances guest satisfaction but also allows hotels to learn more about their guests at every stage of their journey. From the moment a guest begins planning their stay to well after their visit, coordinated and timely messaging helps hotels remain relevant. By being present in a guest’s preferred communication methods, hotels build trust and foster long-term loyalty. TDM: Where do you see AI-driven loyalty heading in the next 3–5 years in hospitality? NG: AI is just beginning to make an impact. In the coming years, we will see loyalty programs become more intelligent by utilising predictive analytics to deliver personalised offers in real time and at scale. We can also expect a deeper integration of sentiment analysis, which helps teams better understand guest satisfaction through reviews, surveys, and other real-time feedback. Additionally, automated customer service powered by AI will enable hotels to respond more quickly and consistently across various channels, allowing staff to focus on high-touch interactions. All of these advancements will work together to create highly relevant experiences that encourage guests to return. TDM: Are there any new technologies or innovations Cendyn is exploring to further revolutionise guest engagement? NG: We are investing in advanced data analytics to gain deeper insights into our guests beyond just the basics. This includes behaviour mapping, preference modelling, and predictive triggers that enable us to deliver the right message at the perfect moment. A persistent challenge for hotels is siloed operations, which also stems from data being stored in silos. We are actively developing our analytics solution that harnesses the power of business intelligence (BI) tools and AI. By incorporating data science, artificial intelligence, and machine learning, we are creating a unified system that offers prescriptive insights. This system not only presents the data but also identifies the factors influencing the success of campaigns and provides insights into the target audience. Our ongoing emphasis on product and platform integration is essential for transforming guest engagement. Our goal is to provide a single, cohesive solution set that empowers hotels to streamline their operations while enhancing the personalised experience for every guest. TDM: With rising competition from OTAs and vacation rentals, how can hotels use Cendyn tools to strengthen direct relationships? NG: Online Travel Agencies (OTAs) are effective at increasing visibility, and vacation rentals provide a “home away from home” experience. However, neither offers the personalised touch that fosters long-term loyalty, which hotels can deliver, especially when equipped with the right tools. What is particularly powerful is that this personalised experience feels genuine. Whether it's a welcome email tailored to past stays or a loyalty perk reflecting individual guest preferences, everything is made possible through smart segmentation and automation. When hotels engage with guests in this manner—being relevant, thoughtful, and consistent—they cultivate something that OTAs cannot replicate: trust and a strong brand connection. This, in turn, drives revenue growth. Cendyn’s CRM and loyalty solutions enable hotels to truly understand their guests by revealing what they like, how they book, and what motivates them to return. It's all about the Find, Book, and Grow strategy that every hospitality business requires. As a result, hotels can communicate with and resonate personally with hundreds or even thousands of guests simultaneously.
Agoda introduces AI-driven Content Enhancement Tool
Digital travel platform Agoda announced that it has deployed its revolutionary artificial intelligence (AI)-driven Content Enhancement Tool. The latest functionality added to the platform significantly improves how images of hotels and other holiday properties are processed and presented to users. Whether browsing a boutique hotel in Bangkok or a beachfront villa in Bali, travellers can now enjoy higher-quality images, faster loading speeds, and more relevant results. Given that it currently offers six million accommodation options covering more than 450 million property images, Agoda sought to enhance the quality of the visual content featured on its listings to provide consumers with an even better experience whilst selecting their dream accommodation. The platform’s chief technology officer Idan Zalzberg said: “A good picture can say more than a thousand words. Photos are essential to building trust when booking travel. With millions of images from different sources, we built a smart tool to classify, rank, and deliver the most relevant visuals, fast and at scale. This gives travelers a clearer, more informative, and true-to-life view of where they might stay, helping them book with confidence.” Game-changing technology Agoda's Content Enrichment Tool utilises Machine Learning (ML) and AI technologies to automatically enhance millions of images on the platform. The tool identifies low-resolution images and enhances their resolution, removes duplicates, improves the tags added to images, and ranks them based on clarity and relevance, all while maintaining the authenticity of each photo and accurately representing the property. Early results have shown positive outcomes: travellers view more photos within the galleries, spend more time browsing listings, and are more likely to check room details after interacting with upgraded visuals. Zalzburg said of this: “This is about giving users additional confidence. When you know what to expect, you book with more peace of mind and less hesitation.”
Accenture and Google Cloud Support Air France-KLM
Accenture and Google Cloud are collaborating with Air France-KLM to establish a cutting-edge generative AI (gen AI) factory. This cloud-based framework provides the technological infrastructure and strategic foundation to scale gen AI across the group, accelerating the identification of high-value use cases and enabling more efficient delivery. It allows Air France-KLM to develop, test, and manage a tailored catalog of pre-evaluated gen AI, agentic, and machine learning models, specifically targeting business areas with the highest potential for transformational impact and measurable returns. Earlier this year, Accenture worked with Air France-KLM to modernize its digital core by migrating existing applications to the cloud, enabling faster, more effective adoption of gen AI solutions. The airline has since deployed a private gen AI assistant and developed retrieval-augmented generation use cases that blend language generation with internal document search, improving response quality for tasks like diagnosing and repairing aircraft damage. This work is now scaling across the organization. Together with Accenture, the company built a gen AI projects factory hosted on Google Cloud, that supports agentic AI capabilities. Leveraging this technological infrastructure, the gen AI factory empowers Air France-KLM to identify high-impact AI use cases, execute them at scale using shared tools and methods, and bring together the right expertise to design, test and operationalize applications across operations. By streamlining the transition from experimentation to enterprise readiness, Air France-KLM can accelerate development cycles by over 35%. The airline group has already seen tangible results across critical business areas, such as ground operations, engineering & maintenance, and customer service. To drive ongoing innovation, Air France-KLM and Accenture established a structured process that helps employees turn real-world challenges into practical generative AI solutions. It starts with identifying a problem, then moves quickly through design, prototyping, testing, and finally scaling successful ideas across the business. A standout example was the co-hosted GenAI Days, where teams learned to use the gen AI factory tools through real use cases, resulting in concrete ideas to cut costs and grow revenue. “This collaboration demonstrates how investing in a robust cloud-powered digital core strengthens organizational resilience and agility. By simplifying complex processes, it positions Air France-KLM to drive competitiveness in an environment of rapid digital acceleration,” said Sabine Bechelani, managing director for Travel and client account lead at Accenture. “By leveraging gen AI, we are not only simplifying the journey for customers but also unlocking significant business value. It’s a powerful example of how technology can drive both operational excellence and strategic differentiation.” "With this collaboration, Air France-KLM and Accenture demonstrate their capacity to imagine and redesign the future of the travel industry with generative AI. We are thrilled to be part of this journey and to bring the best of our cloud and AI technology and expertise to accelerate this business transformation, enhance the group's operations and foster the creation of new experiences for travelers," said Isabelle Fraine, managing director of Google Cloud France. “Leveraging (gen) AI is more than technical innovation—it drives a fundamental business transformation,” declared Julie Pozzi, head of data & AI at Air France-KLM. “Thanks to Accenture and Google Cloud, we aim at leveraging generative AI to reinvent the operational backbone of the airline industry. This collaboration will empower us to anticipate and respond to the evolving travel landscape, delivering a truly personalized and transformative experience for every passenger and every operation.”
Global airline CEOs set to take stage at WAF 2025
World Aviation Festival (WAF), the world’s largest aviation tech event, has unveiled its headline speaker line-up for 2025, featuring top executives from some of the world’s most influential airlines and airports. Taking place from 7-9 October at FIL in Lisbon, the 2025 edition will see the CEOs of IAG, TAP Air Portugal, RwandAir, IndiGo, Vueling, and others take to the stage – sharing exclusive insights into the strategies shaping the future of commercial aviation. With 600 speakers and more than 4,500 aviation professionals expected to attend, WAF 2025 promises a packed agenda covering AI and machine learning, digital transformation, customer experience, airline retail, and sustainability. Daniel Boyle, General Manager of Transport at WAF organiser Terrapinn, said: “From airline CEOs and airport visionaries to digital innovators and sustainability leaders, this year’s WAF programme is our most ambitious yet. It’s a rare opportunity to hear from the people leading the biggest shifts in aviation today – those driving strategy, deploying new tech, and setting the pace for global aviation.” This year’s WAF speaker roster includes: Willie Walsh, Director General, IATA Luís Rodrigues, Chairman and CEO, TAP Air Portugal Yvonne Makolo, CEO, RwandAir Luis Gallego, CEO, IAG Ricky Smith, General Manager, Hartsfield-Jackson Atlanta International Airport Theo Panagiotoulias, CEO, Star Alliance Paul Griffiths, CEO, Dubai Airports Company Carolina Martinoli, President and CEO, Vueling Vivian Cheung, CEO, Hong Kong International Airport The event will feature sixteen conference tracks across three days, each designed to spotlight key innovations and actionable solutions for airlines, airports, and travel tech providers. With 400+ exhibitors, live demos, and dedicated networking spaces, attendees can expect meaningful engagement with decision-makers from across the industry.
Stay22 unlocks more stays in Asia for partners through collaboration with Agoda
Stay22 expands its global reach by adding Agoda’s inventory via their new partnership with Vio to its solution. With 4.5 million accommodation options worldwide, Agoda has one of the world’s largest inventories and is particularly strong in Asia. With Agoda now available via Vio, Stay22 partners can earn more from Asia focused travel content with trusted inventory and no extra set up. How will this benefit Stay22 partners? Through Stay22, software solution publishers and content creators can now track and auto-monetize Agoda links, as the company’s inventory is now live for Stay22 partners through LinkSwap, via the Stay22 script, and the Allez Generator. That means any existing Agoda links are automatically monetised, with no extra setup required. As Stay22’s head of supply Misty Brewer explains it: "The integration of Agoda’s inventory is great news for our affiliate partners as it unlocks new revenue opportunities through expanded access to Asia-based accommodations now available in our tools. We also expect this integration to drive deeper collaboration with Asian content creators." What will this mean for bloggers and other media partners? Stay22 offers affiliate revenue generation opportunities for bloggers and media partners. Through artificial intelligence and machine learning technology, the travel tech company is positioning itself as the layer that connects content to commerce across any medium where travel intent exists, as it aims to be the bridge that turns that intent into revenue for content creators. It all starts with the Stay22 Script, a lightweight, drop-in integration that activates monetization across the partners’ sites in minutes. It powers tools like Nova , an AI solution that spots high-intent readers and delivers the right offer at the right time which increases bookings by up to 50 percent. That said, Stay22 remains committed to continuous innovation to better serve its partners. In 2025, it launched two new tools: the Stay22 Map Button and the Script Builder, and more tools are already in the pipeline, getting ready to help partners boost revenue and simplify monetization. The Canadian startup is purpose-built to support publishers at scale while ensuring reliable tracking, as well as payouts, and helping brands maintain performance without compromising efficiency.
Int2Cruises, Asia’s Cruise-First OTA launches in India
In a move set to reshape the way Indian travellers discover and book cruise vacations, Int2Cruises, Asia’s cruise-first Online Travel Agency (OTA), has officially marked its entry into the Indian market. Built by cruise industry veterans with over 50 years of combined global experience, the platform aims to bring convenience, transparency, and affordability to a category often perceived as complex and inaccessible. Cruise vacations are fast gaining momentum among Indian families, young explorers, and multi-generational travellers, yet planning remains highly fragmented, often requiring separate bookings for the cruise, flights, hotels, visas, and excursions. Int2Cruises solves this problem with an all-in-one digital platform that lets users compare ships, itineraries, and real-time pricing across global cruise lines, while also offering full-service support for every element of the vacation. Akansha Agarwal, CMO at Int2Cruises said: “Indian travellers today are confident, digitally savvy, and looking for memorable experiences. But cruise booking remains fragmented and often overwhelming. With Int2Cruises, we have built a seamless, end-to-end platform that removes the stress and adds joy to the planning process. It’s a cruise booking, the way it should be, simple, transparent, and expert-backed.” The platform aggregates live inventory from all major cruise lines. To name a few, Royal Caribbean, Norwegian Cruise Line, Celebrity Cruises, Silversea, MSC Cruises, Costa, Ama Waterways and Viking River Cruises and Disney Cruise Line, allowing users to compare cabin types, fares, and departure dates in real time. With just three clicks, travellers can secure bookings with no hidden fees, zero service charges, and multiple secure payment options. Cabins can also be held for free, with the flexibility to pay later, offering convenience and control throughout the planning process. What sets Int2Cruises apart is its tech-led, service-first philosophy. AI and machine learning power personalised cruise recommendations based on individual travel preferences and history, while a dedicated cruise expert is always available via chat or call for real-time support. The platform goes far beyond simple bookings, offering end-to-end holiday planning that includes visa and insurance assistance, curated pre- and post-cruise stays, destination-specific shore excursions, and smooth airport transfers, all backed by best-price guarantees. With short-haul cruises from Mumbai, Singapore, Dubai, and Japan gaining momentum, and younger Indian travellers prioritising experiences over logistics, cruise tourism is at a tipping point. Trends like multigenerational travel, immersive itineraries, and adventure-led voyages are redefining how Indians engage with holidays at sea. Positioned at the centre of this shift, Int2Cruises is building the go-to platform for India’s new wave of cruise travellers, offering depth, flexibility, and trusted expertise under one digital roof.
HBX Group takes travel AI to the next level
Independent B2B travel tech marketplace HBX Group is set to take the use of artificial intelligence (AI) in the global travel sector to the next level. With a strategic evolution focused on automation and personalisation, the company is optimising hotel distribution, improving customer service and facilitating real-time decision making. Thanks to the integration of advanced AI models, HBX Group already handles 20 percent of customer service contacts exclusively through AI in those areas where it has been implemented, reducing response times to seconds for the most common requests. This progress reinforces HBX Group’s position as a leader in technological innovation, with plans to further expand automation and improve service quality. Not the future but the present According to chief operations officer Xabier Zabala, AI is not the future, but it is the present. Zabala said: “AI’s impact on distribution and personalisation of the journey is already generating tangible results for our customers and partners. With this evolution, we are improving operational efficiency and offering a more agile service adapted to the needs of the market.” In order to achieve this, the company has implemented multiple AI-based solutions that are revolutionising the booking management, customer service and commercial management of its partners. These solutions include: Automated omnichannel customer service; Implementation of virtual assistants through chat, email and web channels that not only resolve frequent queries, but also manage requests and bookings, with unbeatable response times; Training of new recruits; Transformation of the process of preparing and training new customer service agents with the use of a new AI tool that realistically simulates the interactions and assistance needs of customers, being able to simulate multiple scenarios, languages and levels of difficulty; Automated content improvement; Automatic identification and execution of improvement opportunities in hotel service descriptions and experiences, as well as immediate translation into 18 languages; Anomaly prediction and detection; and Machine learning models that identify unusual patterns in bookings and user behaviour, enabling faster and more accurate detections of phishing attempts and thwarting the targets of cybercriminals How AI stands to change teamwork in the face of evolving automation Beyond transforming the customer experience, AI is redefining the way support and distribution teams operate at HBX Group. The automation of repetitive tasks has enabled customer service agents and sales teams to focus on strategic and higher value-added aspects. To support this change, the company has launched specific training programmes for its customer service teams to develop the skills needed to work in conjunction with AI systems. These include training using AI agents that behave like customers to train teams to handle more complex cases and deliver higher-value interactions, demand prediction to efficiently manage resources, advanced itinerary personalisation, expansion of virtual assistants in multiple languages and automation of financial processes. In addition, they seek to implement predictive AI that not only responds to customer needs, but anticipates them, thus improving user experience and operational management. According to Zabala: “With these initiatives, we reaffirm our commitment to technological innovation and the digital transformation of the tourism sector, consolidating our position as a benchmark in the application of AI to optimise processes and improve the customer experience.” How technology stands to change security, transparency, and compliance The implementation of AI at HBX Group is accompanied by rigorous security and compliance protocols to ensure data protection and transparency in the use of these technologies. All solutions developed comply with international standards, including the General Data Protection Regulation (GDPR) and other industry-relevant regulations. To avoid bias and ensure responsible use and operation, the company has developed a system of continuous auditing and monitoring. This monitoring allows the performance of AI models to be evaluated, ensuring that recommendations and automations are interpretable, auditable and aligned with HBX Group values.
Arabian Travel Market to gather global AI experts to explore new frontiers in travel
The transformative power of Artificial Intelligence (AI) will be under the spotlight at Arabian Travel Market (ATM), which takes place from 28 April to 1 May at the Dubai World Trade Centre. The international travel event will gather experts and thought leaders in AI from around the world to explore how AI is changing the landscape of leisure and business travel, streamlining operations and improving the customer journey. According to recent research by Statista, AI and machine learning have accounted for approximately two-thirds of global technology investment deals by travel and mobility companies since 2020. Across the travel industry, AI is being embraced at every level, from customers using AI-powered tools to plan their journeys to tourism providers leveraging AI to improve resource management and deliver more personalised guest services. Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “At ATM 2025, we are thrilled to announce an exciting lineup of visionary speakers. Attendees can expect engaging discussions that delve into the latest technological advancements, ethical considerations, and real-world applications. In addition, we will showcase groundbreaking developments across the exhibition, from sophisticated booking solutions to data analysis tools that empower organisations to make informed decisions. This is an unparalleled opportunity for travel industry professionals to be at the forefront of AI and gain actionable insights that can drive business success.” On the opening day of ATM, Cassie Kozyrkov, CEO of Kozyr and a globally renowned speaker in AI, will lead an insightful session on “AI adoption: From Buzzwords to Business Strategy”, where she will outline how companies in the travel industry can identify genuine opportunities to improve their businesses. Kozyrkov will delve into why organisations struggle, uncover the biggest threats in the field and discuss what AI means for the future. Best known for founding the field of ‘Decision Intelligence’ and serving as Google’s first Chief Decision Scientist, where she spearheaded the tech giant’s AI-first transformation, Kozyrkov is a sought-after AI advisor and speaker who has transformed how organisations such as Gucci, NASA, Spotify, Meta and GSK approach AI strategy. She has presented on some of the world’s most prestigious stages, including the United Nations (UN), and the World Economic Forum and is set to inspire and empower audiences at ATM on how to navigate the future with confidence and innovation. Speaking ahead of the event, Kozyrkov said: “I am delighted to be attending Arabian Travel Market 2025. There is a lot of hype around AI, but it can sometimes be difficult to separate the fact from the fiction. My session will help attendees see the opportunities to apply AI to their business, while also improving their lives and the lives of those around them. “AI has so much potential to unlock a better world. I hope I will be able to inspire attendees and show practical ways to harness the power and the beauty of data for automation.” Elsewhere at ATM, Futurist and travel expert John Duffield will share fascinating insights on how AI and smart systems are reshaping the industry by enabling hyper-personalised experiences, seamless connectivity and innovations. During his presentation, Duffield will also discuss how travel providers can act now to prepare for these technologies, while addressing challenges such as data privacy and resistance to change. As technology continues to evolve, travel companies are identifying innovative ways to use human-centric technologies to connect with their customers. On 30 April, a panel of thought leaders, including Robin Lawther, VP Expedia TAAP, Expedia Group, will examine how the travel industry can use human-centric technology, addressing the ethical considerations surrounding AI, privacy and the importance of maintaining the human touch in an increasingly automated world. Dorothee Anjos, General Manager, Middle East at Multilem, will also touch on the importance of the human element in a thought-provoking discussion on the relationship between human connection and AI in the events industry. During this session, she will explore how integrating both is revolutionising the planning, execution, and experience of events, as well as addressing the challenges posed by the rise of AI. On 30 April, Paul Griffiths, CEO, Dubai Airports will provide a comprehensive overview of what’s next for aviation in the age of transformation and global disruption, touching on how AI, among several other factors, is reshaping the future of flight. The session will discuss the role of artificial intelligence in optimising operations, predictive maintenance and passenger experience. Finally, Graham Pope, Vice President, Sales Supplier and Venue Solutions at Cvent will host a session titled Future-proofing 2025: Trends, AI and shifts in business and MICE travel, exploring how business event organisers can measure the impact of their events using a blend of strategic planning, effective data collection and robust analysis, of which AI plays a key role.
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