Technology fragmentation has emerged as the most significant challenge facing the travel industry, according to a survey conducted by HBX Group during MarketHub Asia 2026. The survey, which gathered insights from over 450 industry leaders, revealed that 34% of respondents identified the complexity of integrating various technological systems as the sector's primary obstacle, surpassing concerns about demand.
The survey highlighted that whilst volatility and cost pressures were cited by 24% of respondents, and talent shortages by 15%, the difficulty in orchestrating complex systems across channels and partners remains the foremost concern. Additionally, 31% of participants pointed to intensifying competition as a barrier to growth, with technology integration complexity following closely at 27%.
Despite these challenges, there is a moderate level of confidence in existing technology stacks, with respondents rating their confidence at an average of 3.7 out of 5. However, only 19% expressed the highest level of confidence, indicating room for improvement. Investment priorities for 2026 show a strong focus on AI, data, and automation, with 38% of respondents planning to allocate budgets towards these areas.
Javier Cabrerizo, Chief Strategy, Transformation & AI Officer at HBX Group, noted, "The industry is no longer constrained by demand, it is constrained by complexity. Integration is the real competitive advantage."
The findings suggest that the travel sector is transitioning from a recovery mindset to a phase of structural reinvention, where integration and scalable AI will be crucial for future growth
This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
