Agentic synthetic intelligence (AI), social media and financial and geopolitical prerequisites are spaces of outrage and pleasure around the shuttle business—and so they have been additionally subjects of dialogue at The Phocuswright Convention final week.
Between heart degree classes, networking and studio interviews, we touched base with a choice of attendees to gauge their ideas on ongoing traits. We requested each and every stakeholder one core query: What are you maximum constructive about—and maximum interested in—in shuttle at this time?
Spoiler alert: AI used to be a not unusual thread.
Underneath, Brett Keller of Priceline, Wendy Olson Killion of Rome2Rio, David Armstrong of HolidayPirates and others shared their takes.
Responses were edited for readability and brevity.
Brett Keller, CEO of Priceline (stepping down from the function in 2026)
I am maximum constructive in regards to the get admission to to generation. It is turning into more uncomplicated and more uncomplicated to leverage probably the most maximum tough tech on the planet. Corporations of our measurement—who do not essentially have the intensity of AI researchers and/or experience in the ones increased fields—we will now leverage and make the most of the similar tech everyone else can. It is as much as us to look how briskly we will take it and deploy it and make actually nice merchandise in our sector, within the box. So, that is what I am maximum desirous about.
I am maximum involved that everybody on the planet goes to check out and do the similar actual factor. I don’t believe that they are all going to achieve success, as a result of shuttle is an overly difficult ecosystem to paintings inside when it comes to aggregating provide, pricing, offering customer support and wrapping that every one in combination, however it will muddy the sector and may confuse shoppers.
I am maximum involved that everybody on the planet goes to check out and do the similar actual factor.
Brett Keller, Priceline
Ricarda Lindner, regional supervisor for the Americas and Israel and director of the German Nationwide Vacationer Administrative center within the U.S. on the German Nationwide Vacationer Board
For 2026, we’re taking a look ahead to rising U.S. passion in cultural shuttle, culinary studies and sustainable mobility—spaces the place Germany is already main. New points of interest, culturally wealthy town studies and powerful rail connectivity will make the vacation spot much more compelling.
Considerations for 2026 heart on financial uncertainty, fluctuating long-haul shuttle prices and the affect of world tensions on traveler self assurance. The concern might be to deal with accept as true with, spotlight worth and make sure guests revel in Germany as a solid, welcoming and enriching position to discover.
Lindene Cleary, CMO of Tourism Tasmania
I’m extremely constructive about Tasmania’s place in these days’s shuttle panorama. Fashionable vacationers are looking for precisely what we provide naturally—unique studies, significant connections with position and other people and locations that haven’t been overrun. There’s an actual urge for food for shuttle that feels private and unhurried, and Tasmania delivers that during spades. Our scale is our power: Guests can meet the makers, stroll landscapes that also really feel wild and feature studies that actually can’t be replicated in different places.
My worry is making sure those very qualities—the non-public connection, the authenticity, the human tales that make Tasmania particular—translate successfully as vacationers an increasing number of uncover locations thru AI and algorithm-driven suggestions. As seek conduct evolves and AI turns into the clear out during which other people plan shuttle, we wish to in finding tactics to keep in touch what makes Tasmania distinctly “Tasmania” in ways in which generation can perceive and produce. It’s about making sure our small-scale, craft-focused, deeply private tourism providing doesn’t get misplaced in a virtual panorama that incessantly rewards scale and quantity. We’re dedicated to staying true to our emblem whilst adapting how we display up for the traveler of the next day to come.
Mat Orrego, CEO of Cornerstone Knowledge Programs
Residing on the planet of industrial shuttle, in 2026, I’m actually inspired via how the shuttle and expense international is in the end getting thinking about cleansing up and connecting its knowledge. We’re seeing actual development in shuttle operations, with higher automation, workflows and end-to-end visibility. The following giant take a look at might be how this scales as huge purchaser organizations attempt to prolong the attached go back and forth into the attached endeavor.
Corporations also are shifting towards fashionable, AI-ready knowledge fashions with actual construction, governance and transparency, and so they’re asking higher questions in regards to the goal of shuttle so they may be able to tie each go back and forth again to industry affect.
That’s all wholesome development. However we nonetheless wish to keep clear-eyed. Agentic AI and high-volume automation can pressure cloud prices throughout the roof in the event that they’re now not designed with guardrails. Many organizations nonetheless combat with messy knowledge and years of technical debt, which is able to undermine any AI initiative that sits on most sensible of it. And with tighter regulations round privateness and cybersecurity, we need to innovate responsibly. It’s a second for optimism, however with the type of sensible warning that helps to keep the wheels on and avoids disillusionment with this adventure.
Nick Whitfield, founder and CEO of CityUnscripted
I’m constructive that vacationers are actually in search of shuttle that feels significant, now not simply environment friendly. They nonetheless wish to see the icons, however they an increasing number of need the sorts of studies that lend a hand them perceive the true texture of a spot—the small discoveries, the non-public interactions, the sense of connection. That shift creates room for firms who center of attention on authenticity, intensity and human connection relatively than simply quantity.
I’m involved that an over-reliance on scale and automation may flatten shuttle right into a unmarried, homogenized revel in. As giant platforms get larger, there’s a chance that the business optimizes for what’s best possible to promote relatively than what’s maximum significant for vacationers or sustainable for locations. That may end up in overtourism on one hand and cultural dilution at the different.
I’m involved that an over-reliance on scale and automation may flatten shuttle right into a unmarried, homogenized revel in.
Nick Whitfield, CityUnscripted
The problem is ensuring generation complements personalization and disperses call for—relatively than just amplifying the similar predictable patterns.
Wendy Olson Killion, CEO of Rome2Rio
What I’m maximum constructive about is how vacationers and the business are reimagining motion itself. We’re at an inflection level the place individuals are opting for how they shuttle as intentionally as the place they cross. The upward thrust in multimodal trips—journeys that mix trains, ferries and buses along flights—indicators one thing deeper: a mindset shift towards connection, awareness and creativity. That’s thrilling, as a result of when vacationers discover extra deliberately, locations have the danger to develop extra equitably. When other people understand how to get someplace, the ones undiscovered locations have the danger to draw guests in tactics that may pressure sure affects. Dispersion via design isn’t simply excellent for sustainability; it’s excellent for discovery. It reminds us that inspiration is the spark, however mobility is the gas.
The fear—and alternative for all folks—is that the infrastructure and virtual plumbing nonetheless lag in the back of this new intent. We’ve impressed other people to discover however haven’t but made it seamless for them to behave on that inspiration. AI is accelerating what’s imaginable, however the true magic occurs while you pair those gear with relied on, human-validated knowledge and native experience. That’s how we flip data into self assurance, and self assurance into motion. As an business, our problem now’s to attach the dots—to make each adventure visual, viable and aligned with the values of the following technology of vacationers.
David Armstrong, CEO of HolidayPirates
I am very constructive about the entire alternative AI is providing for expanding potency and riding enlargement. In our industry, we aren’t focusing such a lot on client going through AI options, as we strongly consider they are now not but in a position to actually clear up advanced, particular person issues but.
As a substitute we are making use of AI in lots of spaces of your sourcing, editorial and publishing processes on our platforms (internet and app) in addition to on our social channels. In a nutshell, AI helps us to extend our output and the relevance of the content material we display to each consumer.
My issues lie most commonly with the worldwide conflicts which can be happening and may affect shuttle in some portions of the sector. There are some wars and conflicts happening lately that experience affected shuttle already (Ukraine, Gaza) that have not ended but. There appear to be different conflicts at the horizon (Venezuela, Mexico) and who is aware of what else may arise in different portions of the sector. Commute from Europe to the U.S. has additionally taken successful for political causes.
Kei Shibata, co-founder and CEO of Undertaking Republic and Trip101
I’m inspired via the ongoing power of world shuttle call for throughout areas and generations. Even with headwinds like inflation, local weather issues and geopolitical turbulence, shoppers’ urge for food for shuttle stays remarkably resilient.
I’m cautious of the present AI overhype—now not most effective the chance of a marketplace correction but additionally the truth that many shuttle companies and startups would possibly face much more an increasing number of restricted get admission to to capital if their core worth propositions aren’t without delay tied to AI. This dynamic may by accident distort innovation in our sector.
Agentic synthetic intelligence (AI), social media and financial and geopolitical prerequisites are spaces of outrage and pleasure around the shuttle business—and so they have been additionally subjects of dialogue at The Phocuswright Convention final week.
Between heart degree classes, networking and studio interviews, we touched base with a choice of attendees to gauge their ideas on ongoing traits. We requested each and every stakeholder one core query: What are you maximum constructive about—and maximum interested in—in shuttle at this time?
Spoiler alert: AI used to be a not unusual thread.
Underneath, Brett Keller of Priceline, Wendy Olson Killion of Rome2Rio, David Armstrong of HolidayPirates and others shared their takes.
Responses were edited for readability and brevity.
Brett Keller, CEO of Priceline (stepping down from the function in 2026)
I am maximum constructive in regards to the get admission to to generation. It is turning into more uncomplicated and more uncomplicated to leverage probably the most maximum tough tech on the planet. Corporations of our measurement—who do not essentially have the intensity of AI researchers and/or experience in the ones increased fields—we will now leverage and make the most of the similar tech everyone else can. It is as much as us to look how briskly we will take it and deploy it and make actually nice merchandise in our sector, within the box. So, that is what I am maximum desirous about.
I am maximum involved that everybody on the planet goes to check out and do the similar actual factor. I don’t believe that they are all going to achieve success, as a result of shuttle is an overly difficult ecosystem to paintings inside when it comes to aggregating provide, pricing, offering customer support and wrapping that every one in combination, however it will muddy the sector and may confuse shoppers.
I am maximum involved that everybody on the planet goes to check out and do the similar actual factor.
Brett Keller, Priceline
Ricarda Lindner, regional supervisor for the Americas and Israel and director of the German Nationwide Vacationer Administrative center within the U.S. on the German Nationwide Vacationer Board
For 2026, we’re taking a look ahead to rising U.S. passion in cultural shuttle, culinary studies and sustainable mobility—spaces the place Germany is already main. New points of interest, culturally wealthy town studies and powerful rail connectivity will make the vacation spot much more compelling.
Considerations for 2026 heart on financial uncertainty, fluctuating long-haul shuttle prices and the affect of world tensions on traveler self assurance. The concern might be to deal with accept as true with, spotlight worth and make sure guests revel in Germany as a solid, welcoming and enriching position to discover.
Lindene Cleary, CMO of Tourism Tasmania
I’m extremely constructive about Tasmania’s place in these days’s shuttle panorama. Fashionable vacationers are looking for precisely what we provide naturally—unique studies, significant connections with position and other people and locations that haven’t been overrun. There’s an actual urge for food for shuttle that feels private and unhurried, and Tasmania delivers that during spades. Our scale is our power: Guests can meet the makers, stroll landscapes that also really feel wild and feature studies that actually can’t be replicated in different places.
My worry is making sure those very qualities—the non-public connection, the authenticity, the human tales that make Tasmania particular—translate successfully as vacationers an increasing number of uncover locations thru AI and algorithm-driven suggestions. As seek conduct evolves and AI turns into the clear out during which other people plan shuttle, we wish to in finding tactics to keep in touch what makes Tasmania distinctly “Tasmania” in ways in which generation can perceive and produce. It’s about making sure our small-scale, craft-focused, deeply private tourism providing doesn’t get misplaced in a virtual panorama that incessantly rewards scale and quantity. We’re dedicated to staying true to our emblem whilst adapting how we display up for the traveler of the next day to come.
Mat Orrego, CEO of Cornerstone Knowledge Programs
Residing on the planet of industrial shuttle, in 2026, I’m actually inspired via how the shuttle and expense international is in the end getting thinking about cleansing up and connecting its knowledge. We’re seeing actual development in shuttle operations, with higher automation, workflows and end-to-end visibility. The following giant take a look at might be how this scales as huge purchaser organizations attempt to prolong the attached go back and forth into the attached endeavor.
Corporations also are shifting towards fashionable, AI-ready knowledge fashions with actual construction, governance and transparency, and so they’re asking higher questions in regards to the goal of shuttle so they may be able to tie each go back and forth again to industry affect.
That’s all wholesome development. However we nonetheless wish to keep clear-eyed. Agentic AI and high-volume automation can pressure cloud prices throughout the roof in the event that they’re now not designed with guardrails. Many organizations nonetheless combat with messy knowledge and years of technical debt, which is able to undermine any AI initiative that sits on most sensible of it. And with tighter regulations round privateness and cybersecurity, we need to innovate responsibly. It’s a second for optimism, however with the type of sensible warning that helps to keep the wheels on and avoids disillusionment with this adventure.
Nick Whitfield, founder and CEO of CityUnscripted
I’m constructive that vacationers are actually in search of shuttle that feels significant, now not simply environment friendly. They nonetheless wish to see the icons, however they an increasing number of need the sorts of studies that lend a hand them perceive the true texture of a spot—the small discoveries, the non-public interactions, the sense of connection. That shift creates room for firms who center of attention on authenticity, intensity and human connection relatively than simply quantity.
I’m involved that an over-reliance on scale and automation may flatten shuttle right into a unmarried, homogenized revel in. As giant platforms get larger, there’s a chance that the business optimizes for what’s best possible to promote relatively than what’s maximum significant for vacationers or sustainable for locations. That may end up in overtourism on one hand and cultural dilution at the different.
I’m involved that an over-reliance on scale and automation may flatten shuttle right into a unmarried, homogenized revel in.
Nick Whitfield, CityUnscripted
The problem is ensuring generation complements personalization and disperses call for—relatively than just amplifying the similar predictable patterns.
Wendy Olson Killion, CEO of Rome2Rio
What I’m maximum constructive about is how vacationers and the business are reimagining motion itself. We’re at an inflection level the place individuals are opting for how they shuttle as intentionally as the place they cross. The upward thrust in multimodal trips—journeys that mix trains, ferries and buses along flights—indicators one thing deeper: a mindset shift towards connection, awareness and creativity. That’s thrilling, as a result of when vacationers discover extra deliberately, locations have the danger to develop extra equitably. When other people understand how to get someplace, the ones undiscovered locations have the danger to draw guests in tactics that may pressure sure affects. Dispersion via design isn’t simply excellent for sustainability; it’s excellent for discovery. It reminds us that inspiration is the spark, however mobility is the gas.
The fear—and alternative for all folks—is that the infrastructure and virtual plumbing nonetheless lag in the back of this new intent. We’ve impressed other people to discover however haven’t but made it seamless for them to behave on that inspiration. AI is accelerating what’s imaginable, however the true magic occurs while you pair those gear with relied on, human-validated knowledge and native experience. That’s how we flip data into self assurance, and self assurance into motion. As an business, our problem now’s to attach the dots—to make each adventure visual, viable and aligned with the values of the following technology of vacationers.
David Armstrong, CEO of HolidayPirates
I am very constructive about the entire alternative AI is providing for expanding potency and riding enlargement. In our industry, we aren’t focusing such a lot on client going through AI options, as we strongly consider they are now not but in a position to actually clear up advanced, particular person issues but.
As a substitute we are making use of AI in lots of spaces of your sourcing, editorial and publishing processes on our platforms (internet and app) in addition to on our social channels. In a nutshell, AI helps us to extend our output and the relevance of the content material we display to each consumer.
My issues lie most commonly with the worldwide conflicts which can be happening and may affect shuttle in some portions of the sector. There are some wars and conflicts happening lately that experience affected shuttle already (Ukraine, Gaza) that have not ended but. There appear to be different conflicts at the horizon (Venezuela, Mexico) and who is aware of what else may arise in different portions of the sector. Commute from Europe to the U.S. has additionally taken successful for political causes.
Kei Shibata, co-founder and CEO of Undertaking Republic and Trip101
I’m inspired via the ongoing power of world shuttle call for throughout areas and generations. Even with headwinds like inflation, local weather issues and geopolitical turbulence, shoppers’ urge for food for shuttle stays remarkably resilient.
I’m cautious of the present AI overhype—now not most effective the chance of a marketplace correction but additionally the truth that many shuttle companies and startups would possibly face much more an increasing number of restricted get admission to to capital if their core worth propositions aren’t without delay tied to AI. This dynamic may by accident distort innovation in our sector.
