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Key Steps to Focus on When Building an Online Travel Agency
Online Travel Agencies (OTAs) play a crucial role in the travel industry, serving as intermediaries between travelers and various travel services. In today's competitive market, new OTAs must prioritize efficient business planning, robust travel agency software and a unique vision to succeed. This article will explore the key steps that aspiring OTAs should focus on to thrive in the dynamic landscape of online travel. Step #1: Finding Your Market In the intricate tapestry of the online travel industry, the foundational step toward success for any aspiring travel agency is identification of its very own specific market niche. The significance of this cannot be overstated, as it serves as the bedrock upon which the entire OTA operation is built. By embracing specialization, an OTA gains the strategic advantage of honing in on a more focused and tailored approach, effectively distinguishing itself from the competitors. In the ever-evolving landscape of 2024, where travel trends change on a regular basis, aspiring OTAs must not merely navigate but surf these trends to stay ahead. Whether it's the rising popularity of eco-friendly travel, immersive cultural experiences, or the demand for unique, off-the-beaten-path destinations, an astute understanding of contemporary trends becomes paramount. Thus, by aligning business strategies with these trends, OTAs can carve a niche that not only addresses current consumer demands but anticipates and adapts to the future preferences of the global traveler. Step #2: Travel Accreditation and Licensing The second pivotal step in establishing a robust foundation for an Online Travel Agency involves delving into the realm of travel accreditation and licensing. This process goes beyond a mere bureaucratic requirement; it is the key to unlocking the trust and confidence of potential customers. Accreditation from organizations such as the International Air Transport Association (IATA) and the Airlines Reporting Corporation (ARC) are essential in demonstrating OTA's commitment to excellence and adherence to industry standards. However, for those navigating the complex world of online travel without these common accreditations, there are alternative ways. Signing with a host agency becomes a viable route, allowing non-accredited OTAs to tap into the expertise and credibility of established partners. Additionally, exploring the possibilities within aggregator platforms presents an avenue to offer a comprehensive array of travel services without the immediate need for individual accreditation. It's a balance between regulation and innovation, where the judicious choice of strategy can set the stage for sustained success in the competitive realm of online travel. Step #3: Defining Commercial Strategy With the market identified and the necessary accreditations in place, the third crucial step for an Online Travel Agency revolves around a clear-cut commercial strategy. This is not merely about selling travel products; it's about creating an immersive and compelling narrative that resonates with the diverse preferences of the global traveler. Drawing inspiration from the sophisticated playbook of the industry's frontrunners, OTA owners must embrace innovative marketing strategies to increase visibility and drive sales. The journey begins with a deep dive into the eight marketing strategies outlined by industry experts - strategies designed not merely to sell but to captivate the imagination of potential travelers. From harnessing the power of social media to leveraging influencer partnerships, from optimizing search engine visibility to crafting engaging and shareable content, each facet of the commercial strategy becomes an indispensable element shaping OTA's brand narrative. In this era where consumers are not just buying products; they are investing in experiences, the commercial strategy becomes the key orchestrator of defining the image of OTA business. Step #4: Technology Strategy In the online travel industry, an Online Travel Agency's (OTA) success pivots significantly on its technology strategy. The dichotomy between custom development and turnkey travel software purchase demands careful consideration, with each option bearing its own set of advantages and challenges. Custom development allows OTAs to tailor their systems, including travel agency crm software or travel xml api to precise specifications, fostering a unique user experience. However, this path is often complex and time-consuming. On the other hand, turnkey solutions offer a quicker route to market, leveraging pre-built systems. Yet, they may lack the bespoke features crucial for a competitive edge. Striking the right balance necessitates a nuanced approach, understanding the specific needs and constraints of the OTA in question. Moreover, the wisdom of partnering with a technological expert becomes apparent, guiding OTAs through the labyrinth of technological implementations. In a realm where seamless user experiences and cutting-edge functionalities are paramount, the technology strategy emerges as the linchpin, dictating the OTA's ability to not just survive but thrive in a digitally-driven landscape. Step #5: Integrations As an Online Travel Agency (OTA) strives for technological excellence, the fifth step ushers in the critical phase of integrations. It's not just about building a system but connecting seamlessly with a myriad of external entities to enhance the overall travel experience. This includes forging connections with travel suppliers, integrating payment gateways, and syncing with other systems such as online maps and content mapping services. The heartbeat of any thriving OTA lies in these third-party integrations, ensuring a harmonious orchestration of services. Take, for instance, the connections between an OTA and its travel suppliers. A seamless connection caters for real-time updates on availability, pricing, and offerings, translating into a dynamic and responsive user experience. Similarly, payment gateway integrations facilitate secure transactions, an absolute imperative for modern online travel booking engine software. Beyond the basics, exploring integrations with content suppliers and mapping services adds layers of richness to an OTA's offering, creating an immersive experience for the end-user. As the saying goes, a chain is only as strong as its weakest link; in the world of OTAs, integrations serve as the robust links binding together a comprehensive and competitive travel ecosystem. Final Thoughts Along the journey of crafting a successful Online Travel Agency (OTA), strategic decisions serve as the compass pointing towards triumph. Navigating through market focus, accreditation, commercial strategy, technology, and integrations, these decisions collectively shape the blueprint for a thriving OTA. Specializing in a market niche provides a strategic edge, while accreditations like IATA and ARC become pillars of trust. The technological strategy propels the OTA forward, with the choice between custom development and turnkey solutions guided by a technological partner. Integrations, seamlessly connecting with suppliers and enhancing user experience, complete the tapestry. In these strategic decisions lies the key to not just building an OTA but creating a lasting and successful travel venture.
Travel Tech Takes the Spotlight at WTM 2025
From 4th to 6th November World Travel Market (WTM) will bring together nearly 4,150 exhibitors from around the world and more than 46,000 attendees at the Excel in London. Additionally, the event will host 109 activities, including 79 conferences, focused on topics such as Sustainability, Technology, Diversity, Equity, Accessibility & Inclusion (DEAI), and Geo-economics, among others. “As one of the “big three” travel shows in the world, alongside Fitur and ITB, WTM is a key event for travel tech companies” – explains Antonia Aguiló, Account Director at Belvera Partners, the global PR agency specialised on B2B travel technology. “It is a not-to-miss exhibition not only for the networking possibilities that it offers, but also because more than 115 technology businesses will showcase their products there, while travel tech experts will share their experiences and knowledge in different panels and presentations.” Thought leadership at its best Travel tech experts such as David Armstrong, CEO and Co-founder of HolidayPirates Group, who will speak at the panel “Meet the Founders: Inside the Journey of Building, Funding & Scaling Travel Innovation” on November 4th to provide advice about financing and other common obstacles faced by start-ups and early-stage entrepreneurs. HolidayPirates, the online travel marketplace present in 10 countries, will have a stand at the S3 area and will be represented, among others, by Nicholas Cooper, Stefano Bergamaschi, Carlo Speth and Lucile Grigne, heads of the UK, Italian, German and French markets, respectively. Stephen Joyce, Global Lead for Travel, Tours and OTAs at Protect Group, will participate in the conference “Artificial Intelligence is Travel’s Enemy” on November 5th. The session will dissect where AI automation fails in travel and why human oversight is still essential. “Besides the great content and the opportunity to interact with innovators and leaders in the travel space, WTM is a showcase for the world and a great place to meet with new partners, as well as building on existing relationships” – says Joyce. As travel and tourism are closely related to current affairs, geopolitics is also part of WTM’s conference programme. Mariano Dima, Chairman of Civitatis, the online platform that offers more than 90,000 tourism activities in 4,200 destinations, will be one of the panellists in “The New Travel Powerhouses: How Global Geopolitical Shifts are Redrawing Tourism Flows and Demand” on November 5th. “WTM provides an ideal platform to share perspectives, to explore emerging trends and to discuss the opportunities and challenges shaping fast-growing markets” – comments Dima – “Today’s travellers prioritize a combination of value, authentic experiences and human connection; and technology is playing a crucial role in enabling these meaningful experiences”. The travel creator economy is another “hot topic” to be discussed during the travel fair. Stay22 has organized the panel “The Business of Content: Harnessing The $250B+ Travel Creator Economy in 2026” on November 5th. “The creator economy is no longer a side channel- it is a $250B engine driving how travellers make decisions” – says Fred Aouad, Chief Commercial Officer at the travel tech company based in Montreal (Canada). “Our research highlights a massive opportunity: when brands stop treating creators as campaigns and start treating them as business partners, the results are exponential.” Aouad is leading Stay22’s delegation in London, whose main purpose is to meet face-to-face with prospects, partners and supply channels, attend informative sessions and discover both potential tech partners and new suppliers at the show. Tech-Driven Travel at WTM After the launch of its new Luxury Travel chapter, GoNexus Group will have two stands at WTM: one in the S7 area and a second one for NexusCube, the company’s marketplace, in the S4 zone. “WTM is the perfect stage to connect with our global partners and share our vision for the future of travel” – states Rubén Gutiérrez, President of GoNexus Group. “Through our technology, we continue to empower local Destination Management Companies (DMCs) around the world to connect seamlessly with global travel partners, creating a more integrated and dynamic ecosystem. We remain committed to transforming the way the world travels through innovation, collaboration, and service excellence.” For Daryl Lee, this year’s edition will be his first WTM as Group CEO of Dida Holdings. More than 50 delegates will represent the company at the travel show and its stand in the S4 area will highlight the next phase of Dida’s evolution as an AI-first travel technology group. “WTM offers the perfect opportunity to connect with our partners, discuss innovation and technology. It will also allow us to explore how we can continue shaping the future of global travel distribution together.” – explains Lee. Atcore, Orchestra, Tigerbay, Traffics, Travel Compositor, Travel Connection Technology, Travelgate, Travelsoft Services, Eventiz and Travolution will be present at Travelsoft’s stand, their holding company, in the S3 area. “WTM is a key opportunity to exchange insights on industry trends, explore new business opportunities, and demonstrate how our latest innovations, such as Travel Compositor’s Group Engine, are transforming travel technology” – says Christian Sabbagh, Founder and CEO at Travelsoft and Orchestra. “This event reflects Travelsoft’s commitment to uniting technology, content, and community to empower travel professionals worldwide." For Robert Goldsmith, Chief Operating Officer at Interlinked, winner of the WTM Start-up Pitch Battle in 2023, “this event is a great opportunity to cement existing relationships and scope out new industry trends in the travel tech”. Goldsmith is looking forward to learning more about how Destination Marketing Organizations (DMOs) are finding new ways to access new customers, plus new innovative ancillary products and services. “WTM is the perfect place to identify the new movers and shakers to try and kick off new initiatives in the travel sector” – comments Mathias Olhagen, Chief Commercial Officer at Trava. “I also find that exploring the stands of our suppliers, customers and competitors can be quite exciting. Of course, getting to catch up with old colleagues and industry friends is a nice bonus!”
Trip.com receives accolade at TDM Travel Trade Excellence Awards 2025 – Thailand
The company’s “Travel 6th Sense” campaign was awarded for its unique blend of value, culture, and travel innovation. Trip.com was named the Online Travel Agency (OTA) of the Year at the TDM Travel Trade Excellence Awards 2025 - Thailand, which underscored the efficiency of its bold new campaign “Travel 6th Sense.”The first-of-its-kind initiative connects with Thai travellers on both a practical and emotional level. This highlights the six core benefits travellers can unlock when booking with Trip.com and offers peace of mind, convenience, and cultural connection. The campaign taps into Thailand’s well-known belief in luck and intuition and positions Trip.com as a trusted travel partner that understands the needs and mindset of Thai travellers. The heart of the campaign is a clear six-fold value proposition, such as best deals, which feature competitive pricing across hotels, flights, and experiences; trip coins or flexible rewards with no limitations or blackout dates; an airport VIP lounge access; transparent net pricing; free Thai customer service 24/7 with local-language support; and Bundle & Save where customers get extra savings when booking hotels and flights together. The campaign has been rolled out in high-traffic touchpoints, including Phrom Phong BTS Station branding (29 September 2024 to 28 January 2025) for urban commuters; and Thai Airways partnership on international flights (1 December 2024 to 31 January 2025). It also has a strong online and social media presence, speaking directly to tech-savvy Thai travellers. Led by Ployrarin Aksornsri, the campaign understands Thai travellers’ goal of balancing great value with emotional comfort. It serves as an example of how international brands can create locally relevant campaigns that truly resonate. With “Travel 6th Sense”, Trip.com has strengthened its position as a one-stop travel app. The campaign is a new standard in travel marketing that bridges the gap between global innovation and local culture. The TDM Travel Trade Excellence Awards - Thailand highlights the exemplary hotels, airlines, airports, cruise lines, tour operators and travel agencies, booking platforms, and travel technology, projects, and initiatives that elevate the standards in the travel industry. The TDM Travel Trade Excellence Awards 2025 - Thailand is presented by Travel Daily Media Magazine. To view the full list of winners, click here. For more details, please contact Marni Marco at +65 3158 1386 or marni@traveldailymedia.com.
Elite travel leaders celebrated at TDM Travel Trade Excellence Awards 2025 – Thailand
The awards programme recognised outstanding achievements across the region's travel and hospitality industry. Travel and tourism remain a driving force of global connection, cultural exchange, and economic growth. The industry continues to evolve through innovation, sustainability, and service, shaped by those who consistently set new standards of excellence. The TDM Travel Trade Excellence Awards 2025 - Thailand proudly celebrated the organisations and individuals who elevate global travel, recognising achievements across hotels, airlines, airports, cruise lines, tour operators, travel agencies, booking platforms, and travel technology providers. The awards programme highlighted trailblazing projects, transformative initiatives, and meaningful contributions that support sustainable industry growth. Hosted by Travel Daily Media, the awards ceremony brought together industry leaders, innovators, and visionaries for an evening of recognition held on 16 October 2025 in Bangkok, Thailand. The esteemed panel of judges for this year's awards programme consisted of Jon Cannon, Senior Vice President – Hotel Asset Management, Thailand and Vietnam, JLL; Kulit Kiartsritara, Principal, Roland Berger; and Eric Levy, Managing Director, Tourism Solutions International. Congratulations to all the winners! TDM TRAVEL TRADE EXCELLENCE AWARDS 2025 - THAILAND WINNERS Aman Nai Lert Bangkok Luxury Hotel of the Year Angsana Laguna Phuket Beach Resort of the Year Arawana Group Emerging Hotel of the Year Hotel Concept of the Year Asia Orchid Group Villa Resort of the Year Asian Oasis Co. Ltd., Affinity & Collaboration of the Year Centara Reserve Samui Spa Resort of the Year Chiang Mai Marriott Hotel MICE Hotel of the Year Chiva-Som International Health Resorts Wellness Resort of the Year Columbia Pictures Aquaverse Theme Park of the Year Destination Asia Employee Engagement Initiative of the Year DIDATRAVEL TECHNOLOGY SINGAPORE PTE. LTD. Digital Media Initiative of the Year Social Media Campaign of the Year Holafly Limited Connectivity Initiative of the Year Holiday Inn Pattaya & The Collective Destination Restaurant of the Year Hotel Renovation of the Year Holiday Inn Phuket Surin Beach Holiday Resort of the Year Holiday Inn Resort Phuket Karon Beach Leisure & Family Hotel of the Year Hotelverse Digital Transformation of the Year InterContinental Hua Hin Resort Community Engagement Program of the Year JW Marriott Phuket Family Resort of the Year KhaoSok Boutique Hideaway Boutique Hotel of the Year Khiri Travel Destination Management Company (DMC) of the Year Kora Beach Resort Phuket Themed Hotel of the Year Krungsri Auto, under Bank of Ayudhya PCL Digital Travel Solution of the Year Le Meridien Bangkok City Centre Hotel of the Year Le Meridien Phuket Beach Resort Hotel of the Year LH Mall & Hotel Co., Ltd. (Grande Centre Point Lumphini) Business Hotel of the Year Minor International PCL Hospitality Group of the Year Montara Hospitality Group Hotel Restaurant of the Year Community Initiative of the Year Mountain Beach Resort & Convention Center, Pattaya Budget Hotel of the Year OAKWOOD HOTEL & RESIDENCE SRI RACHA Positive Hospitality of the Year Panwa Beach Properties Co.,Ltd (Pullman Phuket Panwa Beach Resort) Sustainable Hotel of the Year Phuket Elephant Nature Reserve Co Ltd Tour Operator of the Year Protect Group Emerging Technology Initiative of the Year Radisson Hotel Group Smart Hospitality Solutions of the Year Radisson Resort and Spa Hua Hin Leisure & Business Resort of the Year Radisson Red Phuket Patong Beach Contemporary Hotel of the Year ROYAL PHUKET MARINA (2002) CO., LTD. Tourist Attraction of the Year Smiling Albino Specialty Travel Agency of the Year SP Premium Land Co.,Ltd. New Hotel of the Year Thai Airways International Public Company Limited Regional Airline of the Year Business Class of the Year The Executive Lounge (Thailand) Company Limited Airport Lounge of the Year THE LEGEND CHIANG RAI BOUTIQUE RIVER RESORT AND SPA Content Marketing of the Year The Naka Island, a Luxury Collection Resort & Spa, Phuket Lifestyle Hotel of the Year Tourism Authority of Thailand (TAT) Marketing Initiative of the Year Tourist Board of the Year Trip.com Online Travel Agency (OTA) of the Year Warehouse Restaurant Innovative Dining Concept of the Year White Sand Patong Hotel Co.,Ltd. Hotel & Resort Management of the Year YAANA Ventures (Anurak Community Lodge) ESG Initiative of the Year ZUZU Hospitality Solutions AI Initiative of the Year The TDM Travel Trade Excellence Awards is presented by Travel Daily Media. For more details, please contact Marni Marco at +65 3158 1386 or marni@traveldailymedia.com.
Sabre announces agentic APIs for travel
Sabre Corporation announced its first agentic solutions for travel – building on the expansive and richness of its industry-leading travel data cloud to power a new era of AI driven retailing. Central to the upcoming launch are agentic-ready APIs made possible by a new, proprietary Model Context Protocol (MCP) server – which acts as a universal translator, making the complex language of travel technology understandable to any AI Agent. Together, these tools unlock the ability for AI to seamlessly shop, book, service and optimise trips in real time – moving agentic AI from promise to practical reality as a critical accelerator for travel industry innovation. By empowering agentic AI, Sabre’s ambition is to move beyond digital optimisation to solve customer pain-points that typically drain time and patience. The first capabilities will focus on flights, hotels and post-booking services. There are endless possibilities to transform travel using agentic AI. For example, the following kinds of agentic tools could be built using Sabre’s agentic API: an IROPS Call-Centre Proxy Agent that waits on hold with an airline, secures a same-day rebooking, pays with stored card details and updates the traveller’s calendar automatically, for example; a Hotel Ops Agent that calls at midnight to confirm a late arrival, ensures the room isn’t resold and arranges oat milk for breakfast; an Agent to-Agent Collaboration Agent that works directly with another agency’s AI to finalise complex changes such as split tickets or fare combinability; a Visa & Compliance Agent that completes online applications, pays fees and attaches documents to the booking record; and an Expense Filing Agent that gathers receipts, codes them correctly and submits a full report in line with company policy. These are the kinds of tasks travellers and agents waste hours on today – and by leveraging Sabre’s MCP and agentic APIs, tools could allow these to be handled in the background, creating smoother journeys and lower costs. Underpinning this innovation is Sabre IQ, the company’s systemic AI layer. Sabre IQ has advanced from powering retail optimisation to using Large Language Model (LLM) technology – AI that can understand and respond in natural, conversational language. But, being ‘smart’ on its own isn’t enough. Data is the key differentiator here – and the Sabre IQ AI Layer is powered by an unrivalled bedrock of travel intelligence. Its capabilities are built on Sabre’s Travel Data Cloud – developed in deep partnership with Google – and containing more than 50 petabytes of historical and real-time signals, all aggregated, anonymised, and encrypted through Sabre's extensive access control mechanisms, which follow applicable contractual and legal obligations. That gives the Sabre IQ AI layer the richest base of travel knowledge anywhere. To put that into perspective, 50 petabytes could hold the entire written works of humanity, in every language, many times over. “There’s a difference between being smart and being truly intelligent at scale,” said Garry Wiseman, Sabre Chief Product and Technology Officer. “With our new MCP server and agentic-ready APIs – supported by Sabre IQ and our industry-leading travel data set – we’re planting a stake in the ground. This is the smartest enterprise AI solution in travel, designed for the entire industry to build on. Future possibilities are becoming reality – and Sabre is driving that change.” Unlike fragmented, one-off tools, Sabre’s new agentic capabilities are natively integrated into SabreMosaic, the company’s modular, cloud-native platform. This means airlines, agencies, and developers can seamlessly adopt agentic workflows without sacrificing scale, resilience, or trust. For travel sellers, this translates into real business value: automation of complex workflows, lower servicing costs, smarter itineraries, and more opportunities to upsell relevant, personalised offers that convert. Together, these innovations mark the start of a new chapter in travel retailing – one where AI works seamlessly across the ecosystem, and Sabre is setting the pace for what comes next.
Sabre introduces its first agentic travel solutions
Global travel technology firm Sabre Corporation announced its first agentic solutions for travel on Tuesday, 23rd September. Sabre’s latest innovation builds on the expansive reach and richness of its industry-leading travel data cloud to power a new era of AI-driven retailing. Central to the solution are agentic-ready APIs made possible by a new, proprietary Model Context Protocol (MCP) server which acts as a universal translator, making the complex language of travel technology understandable to any AI agent. Together, these tools unlock the ability for AI to seamlessly shop, book, service and optimize trips in real time, moving agentic AI from promise to practical reality as a critical accelerator for travel industry innovation. By empowering agentic AI, Sabre’s ambition is to move beyond digital optimisation to solve customer pain-points that typically drain time and patience. The first capabilities will focus on flights, hotels and post-booking services. A world of limitless possibility There are endless possibilities to transform travel using agentic AI. For example, the following kinds of agentic tools could be built using Sabre’s agentic API: IROPS Call-Centre Proxy Agent that waits on hold with an airline, secures a same-day rebooking, pays with stored card details and updates the traveler’s calendar automatically; Hotel Ops Agent that calls at midnight to confirm a late arrival, ensures the room isn’t resold and arranges oat milk for breakfast; Agent-to-Agent Collaboration Agent that works directly with another agency’s AI to finalise complex changes such as split tickets or fare combinability; Visa & Compliance Agent that completes online applications, pays fees and attaches documents to the booking record; and Expense Filing Agent that gathers receipts, codes them correctly and submits a full report in line with company policy. These are the kinds of tasks travelers and agents waste hours on today; by leveraging Sabre’s MCP and agentic APIs, tools could allow these to be handled in the background, creating smoother journeys and lower costs. A new age for Sabre IQ Underpinning this innovation is Sabre IQ, the company’s systemic AI layer. Sabre IQ has advanced from powering retail optimization to using Large Language Model (LLM) technology: AI that can understand and respond in natural, conversational language. But, being ‘smart’ on its own isn’t enough: data is the key differentiator here, and the Sabre IQ AI Layer is powered by an unrivaled bedrock of travel intelligence. Its capabilities are built on Sabre’s Travel Data Cloud, developed in deep partnership with Google, and containing more than 50 petabytes of historical and real-time signals, all aggregated, anonymised, and encrypted through Sabre's extensive access control mechanisms, which follow applicable contractual and legal obligations. That gives the Sabre IQ AI layer the richest base of travel knowledge anywhere. To put that into perspective, 50 petabytes could hold the entire written works of humanity, in every language, many times over. A fundamental difference According to Sabre’s chief product and technology officer Garry Wiseman, there is a difference between being smart and being truly intelligent at scale. As Wiseman puts it: “With our new MCP server and agentic-ready APIs supported by Sabre IQ and our industry-leading travel data set, we’re planting a stake in the ground. This is the smartest enterprise AI solution in travel, designed for the entire industry to build on. Future possibilities are becoming reality and Sabre is driving that change.” Unlike fragmented, one-off tools, Sabre’s new agentic capabilities are natively integrated into SabreMosaic, the company’s modular, cloud-native platform. This means airlines, agencies, and developers can seamlessly adopt agentic workflows without sacrificing scale, resilience, or trust. For travel sellers, this translates into real business value: automation of complex workflows, lower servicing costs, smarter itineraries, and more opportunities to upsell relevant, personalized offers that convert. Together, these innovations mark the start of a new chapter in travel retailing: one where AI works seamlessly across the ecosystem, and Sabre is setting the pace for what comes next.
Corporate Travel Forecast a Mixed Bag Amid Complex Conditions: Deloitte
Representative Image After a period of normalization, new headwinds including rising costs, shifting company priorities and sustainability considerations present potential turbulence, according to Deloitte’s ‘2025 Corporate Travel Report’. Kate Ferrara, vice chair and U.S. transportation, hospitality and services sector leader, Deloitte said: “Corporate travel continues to be important to business and employee growth, but companies are facing potential turbulence as they adapt to conditions like rising costs and shifting internal priorities. This moment calls for agility and partnership between companies and their travel providers, as well as companies and their traveling employees. Understanding the goals of each trip and helping ensure the trip provides a strong return on investment is key. Meanwhile, providers who consider organizations’ travel priorities and are ready to adapt their offerings to offer the most value can be positioned to succeed long term.” Eileen Crowley, U.S. transportation, hospitality and services leader, Deloitte said: “Cost considerations and sustainability measures may be charting the course for many organizations. Sustainable travel priorities are changing as many companies are no longer just measuring suppliers’ impact efforts; they are making business decisions based on them. This creates an opportunity for travel providers who understand which metrics matter most. Those who are willing to be transparent and adaptable can help ensure a smooth trajectory.” Company travel spend holds steady, but changes are on the horizon: 3 in 4 (74%) travel managers surveyed plan to expand budgets this year (similar to 2024), but fewer (68%) expect to do so for 2026. However, the share of travel managers expecting budget cuts is up (+4%). Events and training and development drive travel demand: Two-thirds of travelers surveyed have or expect to travel for a live event, while nearly half (49%) either have or expect to travel for training this year. Costs are top-of-mind, as 54% of travel managers surveyed say cost is one of the top factors restricting travel this year. Forty-nine percent of business travelers surveyed say they always use corporate booking tools, and 60% of travel managers say their companies are increasing compliance with the prescribed booking process to control costs. Sustainability management is becoming more actionable, as more online booking tools shift from simply tracking travel providers’ sustainability measures to providing functionality that offers recommendations. Why this matters The corporate travel market is growing moderately, but complexity abounds. Though budgets may be increasing, so are costs. At the same time, success and sustainability markers are getting increasingly complicated to measure as companies reevaluate travel’s primary benefits, potentially changing the course for their broader strategy. In 2025, the proportion of professionals traveling for work declined from 36% in 2024 to 31% in 2025. At the same time, the composition of business travelers is shifting: occasional travelers are becoming regulars, regular travelers are moving up to frequent status, while seasoned road warriors are scaling back their travel. In its new report, “Forecast in Flux: 2025 Deloitte Corporate Travel Survey,” Deloitte examines what is shaping the corporate travel landscape and what that means for travelers, their companies and travel providers alike. Corporate travel navigates a complicated trajectory After signs of normalization last year, shifting conditions have complicated corporate travel’s continued ascent. While the majority of companies continue to increase their travel spend, pullbacks have become more widespread, especially among larger companies. Annual budgets are increasing, for now: 3 in 4 travel managers surveyed (74%) report expanding budgets this year, similar to 2024 (73%). However, the share anticipating budget cuts is up from 6% to 10%, and they expect their budgets to shrink by an average of 28%. Looking ahead, fewer travel managers expect to raise budgets for 2026 (68%), and 9% anticipate cuts. Larger companies anticipate a greater impact, as only 59% surveyed expect increases in their travel budgets — a sharp contrast to smaller companies (80%) who plan to spend more. This counters 2024 trends when larger companies were more likely to expect budget growth. Surveyed travelers generally expect to travel more than in 2024. However, frequent travelers (10 or more trips per year) expect to reduce their trips. Just 53% expect to travel three or more times per month, down from 63%. Among those who allocate travel budgets, 16% expect their teams to travel less this year, up from 9% in 2024. Live events, training drive travel demand While face-to-face connections with clients continue to be the largest driver of corporate travel, travel to connect with internal stakeholders for training and development is taking off. Live events remain a major universal driver of business travel, as nearly two-thirds (65%) of business travelers surveyed expect to attend a conference this year. Employee training is now on-par with business development as a catalyst for travel. While new business initiatives remain the top driver (52%), training and development jumped to second place (47%), underscoring how new technology is spurring a need for upskilling of internal teams. Other top drivers include in-person engagement with clients and partners (45%) and conferences (42%). Further emphasizing the growing role of training and development, 1 in 5 (20%) travel managers cite it as their companies’ top driver of travel growth in 2025, and nearly half (49%) of corporate travelers already have or expect to travel for training in 2025, up from 45% last year. Costs create headwinds for return on travel investment Amid rising costs and shifting preferences, organizations are focused more on ensuring that travel brings strong return on investments. The considerations for what generates strong ROI, however, is shifting. Fifty-four percent of travel managers surveyed say cost is among the top three factors restricting travel, up from 48% in 2024. To manage costs, more companies are targeting hotel rates: Travel providers surveyed say they are encouraging travelers to choose less expensive lodging options (50%) rather than lower cost of airfares (37%). International trips account for about half (54%) of respondents’ spend, similar to 2024, but destination mix continues to shift as pandemic-era restrictions lift and other considerations factor into decisions. Corporate booking tools remain an effective cost-control measure, and booking compliance remains similar to 2024 (42%). Frequent travelers have become even more compliant (49% of respondents in 2025 planned to use corporate channels exclusively vs. 43% in 2024). For those not using corporate channels, online travel agency (OTA) booking has declined among those surveyed, especially among air travel bookers, down to 49% from 57% in 2024. Responses indicate that user experience is playing a part: The share of those surveyed who say they use an OTA due to a superior shopping experience went from 46% in 2024 to 27% in 2025. Most respondents say their companies still make pre-trip assessments of each trip’s justifiability (54%) and prioritize trips that could lead to specific business outcomes (58%), but these approaches are trending down (compared to 66% and 75%, respectively, in 2024). Meanwhile, the share of respondents whose companies regularly evaluate travel strategy at the highest levels is up slightly. Sustainability initiatives keep their course Sustainability and environmental impact also shape corporate travel plans. Organizations are increasingly moving from simply monitoring their suppliers’ efforts to actively recommending based on factors such as emissions, certifications and chainwide standards. Nearly half (48%) of travel managers surveyed say their companies are optimizing business travel practices to mitigate environmental impact, similar to 2024. Reducing impact isn’t just about reducing travel, as some prioritize suppliers with sustainable practices: The share of travel managers prioritizing airlines that use sustainable aviation fuel (SAF) jumped 10%, from 33% in 2024 to 43% this year. Fewer companies are tracking suppliers’ sustainability metrics. For aviation, those tracking the use of SAFs went from 48% in 2024 to 25% in 2025, and those tracking carbon emissions per flight went from 38% to 30%. For hospitality providers, less organizations are tracking sustainability certifications and ratings (52% in 2024 vs. 30% in 2025) and chainwide standards (35% in 2024 vs. 26% in 2025). More travel buyers report information on SAFs, emissions and certifications are flagged in booking tools. Most notable, 41% said booking tools flagged use of SAFs, and 42% said the tool flagged carbon emissions per flight. On the hospitality side, 40% of surveyed travel buyers said booking tools flagged sustainability certifications and ratings. Deloitte’s “2025 Corporate Travel Report” is based on two surveys. The first surveyed 151 U.S.-based corporate travel managers between July 10 and July 23, 2025, who are tasked with company-wide travel initiatives including employee-oriented policy, supplier negotiations, duty of care, and the procurement of booking technology. The second surveyed 1,003 U.S.-based corporate travelers who took a business trip in 2024 and also traveled in 2025, fielded from July 3 to July 12, 2025. Among those corporate travelers, 215 qualified as budget owners, leaders who make travel decisions for teams or business units.
Amadeus expands its footprint within the Vietnamese travel industry
Global travel technology provider Amadeus recently expanded its footprint in Vietnam by providing advanced technological solutions to some of the nation's top online travel consolidators and startups. These successful technology deployments and the latest industry trends were discussed in depth recently at an Amadeus-hosted event which brought together some of Vietnam's fastest growing travel agencies. Indeed, travel players in the market are seeing opportunities in adopting the latest travel technology to help grow and scale their businesses. As Amadeus senior vice-president in Southeast Asia Ramona Bohwongprasert puts itL "Vietnam is a fast growing market for travel and Amadeus is pleased to be working with the leading travel agencies and startups in the country to grow their businesses. Amadeus has made great strides in helping the industry in Vietnam thrive in the digital world. We have been working closely on implementing the latest cloud based technology solutions that enable agencies of all shapes and sizes to grow and scale their businesses. The breakthroughs we've seen so far are remarkable, including empowering consolidators to launch their own B2B platforms that help decentralize digital ticketing capabilities, promote innovation, and build a more dynamic and competitive sub-agent ecosystem. We are honoured to have strong partners in Vietnam like Hong Ngoc Ha Travel, Én Vi ệt and PNR Travel and we look forward to more collaboration in the future." Proof of excellence Amadeus has been partnering with online travel consolidators and startups of all sizes across Vietnam to help transform their abilities in the digital space. These local partners have been grateful for the solutions offered to them as these have made a significant difference in their operations. According to Hong Ngoc Ha Travel executive board senior advisor Dang Hoang Tung: "As one of Vietnam's leading travel agencies, Hong Ngoc Ha Travel consistently embraces technology innovation as a key driver for our long-term growth. Our partnership with Amadeus is a strategic step that aligns with our broader digitalization roadmap, and one that reflects our commitment to building future-ready B2B capabilities. Together, we successfully developed a scalable, insight-driven B2B platform tailored to the needs of our nationwide sub-agent network. Amadeus' robust technology and deep industry expertise help us optimize internal workflows, enhance connectivity, and deliver greater value to our partners. This technology partnership is not only a key milestone in our digital journey, but also a strategic investment that ensures we continue to grow and lead in an ever fast-changing market." Likewise, Én Vi ệt vice-president Tony Dong remarked: " We at Én Vi ệt chose to partner with Amadeus due to their proven expertise in travel technology and commitment to innovation. Our digital transformation project with Amadeus enabled us to build a robust B2B platform, streamlining operations and empowering our sub-agent network with greater efficiency. Throughout the implementation, Amadeus provided exceptional support, ensuring a seamless process and aligning with our vision for digital transformation. We are proud to collaborate with Amadeus and look forward to future growth together” Amadeus empowers travel players to develop their online platforms by offering customized solutions that streamline operations and enable greater independence through automation.
Does GenX still matter to the travel industry?
When it comes to generational travel trends, it feels like GenX has been shunted into a corner as the focus usually centres on Baby Boomers, Millennials, and even GenZ. This, as a member of GenX myself, is something I find deplorable: my generation is now at an age and a stage of life wherein we have disposable income to fund our journeys, time enough to actually travel outside of business and family trips, and are confronting significant changes that are driving us to step back from our lives and go on trips to search for greater meaning in our existence. Again, this begs a major question: does GenX still matter to the global travel industry and, if so, what are they doing to ensure that we get the most out of our travels? Kantar research shows that GenX takes fewer trips than any other generation Looking at the current scene In doing this piece, I came across a few lines that travelling writer Matt Long posted on the site Landlopers nearly a decade ago: “Every article I read about luxury travel seems to all make the same point: that the new luxury is a mix of active exploration with comfortable digs and accouterments. Who do you think led this revolution? It wasn’t the Boomers, who are happiest in a group or in an RV; and it certainly wasn’t the Millennials who, although they’re aging, still think a luxury hostel is the height of decadence. We Gen-Xers are the ones who reshaped the meaning of luxury travel, as we decided to see the world on our terms and not be pigeonholed into one particular style.” At our age, and that’s a range that runs between 45 and 60, we are looking into the finer things in life: we’ve gotten the promotions that have finally placed us in senior management or executive positions so we have the finances for travelling; many of us who have families are beginning to see their homes as empty nests, and even those with younger children take advantage of the time to bond with their kids and showing them what the world has to offer. However, a sense of responsibility drilled into us in our youth, whether at home or at work, has done its part to result in just 20 percent of GenX travelling overseas in the past year per a study conducted by market research platform Kantar. In most cases, especially in Asia, GenXers prefer family trips, whether with their children or members of the extended family. Travelling with family also means that GenXers are more likely to consider AirBnB bookings rather than hotel rooms; in which case, they opt for rental homes or apartments, especially when travelling for five days or longer. These are also a more practical option for those travelling in multi-generational groups involving two or more families. For GenX, it isn’t just about our own comfort; we also need to see that everyone’s needs are looked after on and off the road. Interestingly, though around 67 percent of GenXers contemplating a looming empty nest scenario find themselves in a position to travel more, and they do. PAYMNTS' report shows that the amount a GenXer spends out of pocket for a trip isn't that far removed from that of the older generation's How much does GenX spend per trip? In one of our recent reports, we pointed out that the over-60 travel market is currently worth US$1.7 trillion. Given that GenX is the least travelled generation at the moment, one would think that the worth of the market would be significantly lower than all the others, but that’s a seriously wrong assumption. If we take into consideration the findings of Claight Corporation’s Expert Market Research report Leisure Travel Market Size, Share, & Growth, the GenX travel market is worth US$1.32 trillion as of end-2024. According to a 2023 report by PAYMNTS, the amount each GenX traveller budgets or spends on a trip is just a few dollars less than that of a Boomer: US$2,333 vs US$2,387. In which case, perhaps travel companies need to seriously rethink their marketing strategies to target a market with significant spending power that is also quite savvy when it comes to shopping for deals either through traditional agencies or through online travel platforms. Points to consider For travel agencies, OTAs, airlines, and hospitality providers to capitalise on GenX as a key market, they need to think about the following: GenX values quality over quantity It isn’t so much as how long they’re going to be on the road or even how many countries they’re visiting in a single trip. What matters to GenX is how good the trip is going to get, and that entails taking an experiential approach to travel, the type of luxury that makes spending both time and money on a trip worth it, and making memories to last a lifetime; GenX takes culture seriously As stated above, our generation is into getting the most out of an experience, and that shouldn’t be surprising, seeing how we grew up being ferried to museums for field trips, encouraged to study different languages, and did more reading which essentially broadened out horizons without needing to fly or drive out. GeX appreciates art tours, vineyard excursions that feature tastings, hands-on workshops that enable us to truly immerse ourselves into the nuances of a location’s culture and traditions; GenX is on the lookout for value for their money We may earn good incomes now, but we still want to stick to our budget: not quite penny-pinching, but not necessarily in a position to play big spender. Small wonder then that more than 90 percent of travellers between the ages of 45 and 60 look for the best deals and actually look forward to promotions offered by OTAs, hotels, and airlines. Remember: this generation is still working, so a trip had better be worth our hard-earned money; GenX doesn't like complicated procedures Whether it’s booking through a traditional agency or online, GenX prefers a smooth, streamlined, and stress-free process. Like I said, we’re still working people and we don’t want to waste our time on overly complicated booking methods or even those for boarding and checking-in; GenX needs a break Oh, and another thing: since we’re working or going through a serious life change like coming home to an empty nest, a mid-life crisis, or even perimenopause, GenX appreciates getaways that enable us to relax and have a good time. In which case, spa retreats, wellness packages at hotels, and even cruises appeal greatly to our generation.
92% of Travel Professionals Love Their Job: RateHawk
Representative Image Travel professionals around the globe demonstrate a strong long-term commitment to the industry and report high levels of career fulfilment. Their purpose-driven mindset, fueled by a passion for travel and human connection, continues to shape the sector and helps specialists navigate the increasing complexity of the post-pandemic environment. RateHawk, a B2B online system for booking hotels, flights, and transfers, surveyed over 1,300 professionals across Europe, North America, Latin America, Asia, and the GCC. The study examines agents’ key motivations, challenges, and the role of technology in the travel industry in 2025. The first part of the report focuses on travel professionals’ experience trends and the main drivers behind their lasting careers. Long-term commitment and a new wave of popularity Travel professionals show strong loyalty to the industry, with 42% of respondents having more than 15 years of experience. This trend is especially prominent in Europe (51% on average), particularly in Italy (68%), Germany (64%) and Spain (52%). At the same time, the industry continues to attract newcomers, with 18% of respondents worldwide having joined over the last 3 years. In some regions, this share is noticeably higher — for example, 23% in North America and 25% in Latin America. Meanwhile, one in four respondents worldwide (25%) has worked in the industry for 4 to 10 years, while 15% have 11 to 15 years of experience. In Asia, 42% of respondents joined the industry over the past 10 years, and 16% within the past 3 years. “Today, the travel industry continues to draw new specialists, making it one of the fastest-growing career sectors, according to global reports. Our study also showcases the growing popularity of the travel advisor profession in the last 3 years. It is driven by the transformation of the economy after the pandemic and the desire of next-gen travellers to rely on travel agents while planning their trips,” commented Astrid Kastberg, Managing Director of RateHawk. The survey shows that 93% of the participants work in small and medium businesses of up to 50 people. Of these, 50% of all travel professionals globally work in businesses of 2 to 5 people, with the highest concentration in Europe (58%) and Latin America (47%). Around 17% operate as independent agents, with North America reporting the largest share (22%). In contrast, solo professionals are far less common in Asia and the GCC, where medium-sized companies (6 to 50 employees) dominate, representing 44% and 51% respectively. Globally, medium-sized companies account for 26% of respondents. Only 7% of respondents work in companies with more than 50 employees. "Since the majority of travel businesses are relatively small, effectiveness is crucial. Success depends on every team member, which is why RateHawk develops tech-driven tools to help agents excel and deliver outstanding service with less effort,” shared Astrid Kastberg. Motivated by curiosity and the human touch Job satisfaction is remarkably high in the travel industry, with an overwhelming 92% of professionals describing themselves as satisfied or very satisfied in their roles. Only 1% of respondents globally reported being dissatisfied. Asia, in particular, indicates 86% satisfied and 14% neutral respondents, with no dissatisfied participants at all. According to the survey, travel professionals worldwide are most motivated by the opportunity to create memorable experiences for their clients (51%), explore new destinations (42%) and receive positive client feedback (39%). This reflects a human-focused approach that drives agents’ careers. One in four respondents also values the independence their travel career offers, while work-life balance (21%) and financial incentives (15%) are less commonly cited among the most rewarding aspects. Asian travel professionals share similar top three satisfying elements, but they also highlight being part of the international travel community (27%) and access to special rates (31%) as favourite perks of the job. When interacting with clients, global respondents find building long-term relationships (36%), receiving positive feedback (30%), and helping clients find the perfect offer (26%) to be the most rewarding aspects of their work. In contrast, closing high-value sales is perceived as a much less rewarding experience, with only 8% of respondents selecting this option. To stay motivated, travel professionals choose ongoing professional and business development: 46% attend travel industry events, 45% set personal sales goals, 39% enjoy professional networks, and 31% regularly participate in webinars and educational courses. Other motivating habits include testing new AI tools, exploring partnerships, and taking personal trips to design better itineraries for clients. “The travel industry has always attracted passionate specialists who love exploring the world themselves and helping others create meaningful experiences. Our mission is to empower both veterans and newcomers with technology-driven solutions that streamline routine tasks and focus their energy on the parts of the job they enjoy most. This report reflects our commitment to supporting the travel professionals’ community and driving the sustainable development of the travel industry in general. We believe that by better understanding the real needs and motivations of travel professionals, stakeholders can create more relevant solutions," shares Astrid Kastberg, Managing Director of RateHawk. The report is based on the survey held in the second quarter of 2025. The respondents were the representatives of leisure and business travel sectors, including travel agencies, travel management companies, tour operators, host agency members and independent travel advisors.
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