The findings were presented during the inaugural Leadership Exchange, held on 3 March 2026 at CityCube Berlin where senior industry leaders explored long-term scenarios for the sector under the Chatham House Rule.
The discussions focused on key strategic questions, including the future ownership of trust, the location of value in an AI-driven ecosystem, the accessibility of travel and the balance between consolidation and fragmentation in the industry.
A central conclusion emerging from the sessions is that artificial intelligence will significantly reduce friction across the travel journey, while redistributing power among industry stakeholders.
Mario Tobias, CEO of Messe Berlin, said: “The travel industry is entering a structural shift unlike anything we’ve seen since the early days of digitalization. With the Leadership Exchange, we created a space where decision-makers don’t just discuss the future but actively shape it. The choices we make now around trust, data and value creation will define the industry for decades to come.”
Participants highlighted that trust is expected to become a central currency in an AI-mediated environment. Rather than being anchored to a single entity, trust will be built through multiple interactions and signals, increasing its complexity and importance across the customer journey.
Mieke De Schepper, CEO of Sunweb Group, said: “Trust is not an algorithm. There’s no single recipe, and in the future, not only companies, but also consumers will be assessed on whether they can be trusted.”
The growing role of AI agents in search and booking processes is also expected to shift value creation within the industry. Personalised travel experiences, driven by real-time data and automation, could redefine how consumers discover and purchase travel products.
Timothy O’Neil-Dunne, principal at T2Impact, said: “By 2029, discovery as we know it today will almost disappear. The real value will sit with personal agents that act on our behalf.”
At the same time, structural challenges remain. While technology may improve accessibility, factors such as economic inequality, geopolitics and regulatory frameworks could influence who is able to travel in the future.
Stephen Joyce, global strategy lead at Protect Group, said: “To control immigration and overtourism, travel is becoming more of a privilege. Countries will either visa their way out of tourism or simply price people out.”
The report also highlights a potential tension between industry consolidation and fragmentation. While AI could enable smaller operators to reach niche markets through hyper-personalisation, control over data may also lead to increased market concentration among major players.
Industry leaders agreed that decisions made in the coming years regarding data ownership, trust frameworks and technology integration will be critical in shaping the long-term structure of the global travel ecosystem.
Tags: Mario Tobias, Messe Berlin Phocuswright ITB Berlin
