This panel discussion, moderated by Andrew Sheivachman and Sean O’Neill of Skift, delves into the evolving landscape of the travel industry, with a particular focus on the intersection of technology, personalization, and the future of business and leisure travel. The conversation features a diverse group of industry leaders: Evan Konwiser (American Express Global Business Travel), Melissa Twiggs (Expedia Group), Andrew Susman (Teneo Insights), Travis Montaque (Holler), and John G. Dooley (Amadeus).
The discussion opens by addressing the complex recovery of business travel, emphasizing that while it’s returning, it’s not simply a return to 2019 norms. Participants highlight the rise of “hybrid” work models and the nuanced concept of “blended” or “bleisure” travel, noting that while often discussed, its actual prevalence in managed travel is still relatively low. A significant theme is the shift from “digital transformation” to “digital operation,” underscoring that technology is no longer just about making things digital, but about optimizing ongoing operations for efficiency, personalization, and sustainability.
The panel extensively explores the power of data and AI in delivering hyper-personalized experiences across both leisure and business segments. Speakers from Expedia and Amex GBT detail how they leverage vast datasets and machine learning to anticipate traveler needs, optimize recommendations, and enhance service, from pre-trip planning to in-trip support. The conversation also touches upon the transformative potential of generative AI, moving beyond mere chatbots to intelligent interfaces that can build itineraries and offer proactive, context-aware assistance.
Sustainability emerges as a critical, non-negotiable factor influencing travel decisions and corporate policies, with a call for the industry to embed it into the entire travel ecosystem rather than treat it as a separate initiative. Finally, the discussion underscores the importance of human connection and trust, even amidst technological advancements, stressing that technology should augment, not replace, the human element, particularly in complex or high-stakes travel scenarios. The panelists collectively project an optimistic future for travel, driven by innovation, personalization, and a deeper understanding of traveler needs.
Amex GBT is seeing a “70% global business travel recovery” in Q1 2023 compared to 2019.
They are investing “$150 million” annually into their tech stack.
Amex GBT handles approximately “60,000” global meetings annually.
The business travel industry has “250-300 million” global business travelers.
The total managed spend in the business travel industry is around “$1.4 trillion.”
“30-40%” of Amex GBT’s service calls are now leveraging AI, with “10%” fully automated from start to finish.
Amex GBT anticipates “92% of business travel” returning to pre-pandemic levels by the end of 2024 (citing BTI data).
The actual percentage of “blended trips” (business trips with a leisure component) is in the “low single digits,” despite some surveys suggesting “50%” of people extend trips.
“Less than 5%” of business trips are actually extended for leisure.
“30% of companies” are looking to integrate sustainability into their travel policy.
Amex GBT’s internal goal for sustainability is “2026.”
Expedia Group manages “tens of billions of searches” and “hundreds of billions of data points.”
They see a “20% uplift” in conversion when optimizing offers for the right customer.
“40% of people” book hotels on mobile, while “80% of people” still book air on desktop.
Expedia Group reaches “300 million travelers” annually, influencing “1 in 3 travelers” globally.
Travis Montaque (Holler):
Holler’s conversational experiences generate “hundreds of millions” of dollars in revenue for their partners.
Andrew Susman (Teneo Insights):
The travel market is expected to achieve a “50% growth” over the coming years.
Travel Industry Insights
Notable Trends
Shift to Digital Operation: The industry is moving beyond mere “digital transformation” to “digital operation,” where technology is embedded as a foundational element for ongoing efficiency, personalization, and streamlined workflows.
Hyper-Personalization at Scale: Leveraging vast datasets, AI, and machine learning to deliver tailored recommendations, experiences, and support throughout the entire traveler journey, from search to post-trip.
Evolution of Business Travel: Business travel is not simply recovering to 2019 levels but is fundamentally changing, driven by hybrid work models. The focus is on purposeful travel, team building, and client engagement, rather than just transaction.
Nuanced Blended Travel (Bleisure): While widely discussed, the actual adoption rate of “blended” trips (combining business and leisure) in managed business travel remains low, suggesting it’s more of a niche or unmanaged phenomenon.
Sustainability as a Core Decision Factor: Responsible travel is no longer a niche concern but an increasingly critical factor influencing traveler choice and corporate policy, pushing the industry towards integrated sustainable practices.
Conversational Commerce & AI Interfaces: The rise of intelligent conversational experiences, moving beyond simple chatbots to generative AI-powered interfaces that can construct complex itineraries, provide proactive service, and enhance user experience.
Mobile-First for Accommodation, Desktop for Air: A continued split in booking behavior, with mobile dominating hotel bookings and desktop remaining prevalent for air travel, indicating diverse user preferences across different travel components.
Predictions & Projections
Business Travel Recovery: Business travel is projected to reach approximately 92% of pre-pandemic (2019) levels by the end of 2024, signaling a strong, albeit altered, return.
AI as Foundational Infrastructure:AI and machine learning will become the “foundational infrastructure” of travel technology, underpinning everything from personalized recommendations and dynamic pricing to customer service automation.
Generative AI will Revolutionize Interfaces: Generative AI is expected to move beyond simple automation to create more intuitive, proactive, and intelligent user interfaces that can anticipate needs and build complex solutions on the fly.
Continued Growth of Unmanaged Business Travel: The unmanaged business travel segment is expected to remain significant, driven by startups, SMBs, and individual preferences for direct bookings.
Sustainability Integration: Sustainability will be increasingly integrated into travel policies and product offerings, becoming a key competitive differentiator and an expectation from travelers and corporations alike.
Significant Market Growth: The overall travel market is projected for substantial growth, with some estimates pointing to a “50% growth” in the coming years.
Key Announcements
American Express Global Business Travel’s Tech Investment: Amex GBT has committed an annual investment of “$150 million” into its technology stack to drive innovation and enhance traveler experience.
Amex GBT’s AI-Powered Service: Amex GBT is actively leveraging AI to manage “30-40%” of its service calls, with “10%” fully automated, demonstrating a significant step in AI integration for customer support.
Expedia Group’s Data Scale:Expedia Group highlights its management of “tens of billions of searches” and “hundreds of billions of data points” as a core asset for driving personalization and optimizing traveler experiences.
Amadeus’s Focus on Foundational Generative AI:Amadeus emphasizes its strategic focus on embedding generative AI at the “foundational level” within its core systems to transform how travel is shopped and sold.
