Future-ready travel: Leaders on the next era of tourism

AI, personalization, and sustainability – the key strategies driving travel’s evolution

The IMD Travel Future Readiness Indicator ranks 33 of the world’s largest travel companies - including OTAs, hotels, airlines, and cruise lines - based on their preparedness for the future. Industry leaders such as Booking Holdings, Airbnb, Delta Air Lines, and Marriott stand out for their ability to innovate and adapt.

Key Insights

Financial Strength Fuels Innovation: Future-ready travel companies leverage strong cash flow to invest in mature technologies, securing long-term competitive advantages.

AI and Automation Drive Change: AI-powered travel agents like OpenAI’s Operator and China’s Manu are disrupting traditional booking models by enabling autonomous trip planning.

Personalization and Sustainability are Crucial: Companies are enhancing guest experiences through AI-driven customization, responsible tourism, and services catering to wellness and solo travelers.

The Rise of 'Bleisure' Travel: The blending of business and leisure travel is shaping industry strategies, requiring brands to offer flexible and experience-driven services.

The findings are further explored in Travel’s AI Revolution: Balancing Tech and Touch, a report analyzing how airlines, OTAs, hotels, and cruise lines are adapting to this evolving landscape.

Get the whitepaper at IMD