Technology, Talent and Customer Focus Emerge as Travel Industry’s New Competitive Edge at ATM 2026

Image generated with Ai

The travel industry is entering a more demanding phase of growth, where artificial intelligence, skilled people and a relentless focus on customer experience are becoming central to long-term competitiveness. Senior leaders at Arabian Travel Market (ATM) 2026 in Dubai said businesses must move beyond recovery strategies and prepare for a travel ecosystem shaped by faster technology adoption, changing traveller expectations and increasingly integrated experiences.

The message emerged during an executive roundtable titled From Rebound to Readiness: Shaping What’s Next Across the Travel Ecosystem, presented by FUTURE& at the ATM Experience Hub. The discussion brought together senior representatives from Google, Visa, Miral Destinations, Alibaba Fliggy, Khamas Hospitality and FUTURE& to examine the capabilities required to navigate the next stage of tourism growth.

Why Is Technology Becoming Central to Travel Competitiveness?

Technology is rapidly changing how travellers discover destinations, plan holidays, make payments and interact with tourism businesses. At ATM 2026, industry leaders argued that artificial intelligence and digital tools should no longer be viewed simply as operational upgrades, but as strategic capabilities that can help companies respond to increasingly sophisticated consumer expectations.

Anthony Nakache, Managing Director MENA at Google, highlighted the growing demand for frictionless planning and personalised experiences. Travellers increasingly expect different parts of their journey to connect seamlessly, from inspiration and booking to the destination experience and post-trip engagement.

AI has the potential to support this transition by helping travel companies understand customer preferences, automate selected processes and deliver more relevant interactions. However, the value of the technology depends on how effectively businesses integrate it into the wider customer journey rather than deploying AI as an isolated solution.

Are Travellers Demanding More Personalised Experiences?

Yes. Personalisation is becoming an increasingly important component of the modern travel experience, with consumers expecting services to reflect their individual needs, interests and circumstances.

The ATM roundtable identified seamless planning and greater integration as major trends shaping traveller behaviour. The traditional boundaries between transportation, accommodation, attractions, payments and destination experiences are becoming less distinct as consumers increasingly expect these elements to work together.

This shift has significant implications for tourism businesses. A hotel, airline, destination or attraction can no longer consider its relationship with the traveller as limited to a single transaction. Instead, businesses need to understand the complete journey and identify opportunities to reduce friction while providing useful, relevant services at different stages.

Why Does Human Talent Still Matter in an AI-Driven Industry?

Despite the accelerating investment in AI, industry leaders at ATM 2026 stressed that technology cannot replace the importance of human expertise. Travel remains fundamentally a people-centred industry, and the quality of interactions between employees and customers continues to influence how travellers perceive brands and destinations.

Maha Nizam, Head of GCC Marketing at Visa, emphasised that technology should enhance what employees can achieve rather than diminish the human element of travel. Her comments underline an important challenge for the industry: companies need to invest simultaneously in digital capabilities and the people capable of applying those technologies effectively.

For travel businesses, this means workforce development will remain important even as automation expands. Employees will increasingly need a combination of traditional hospitality skills, technological literacy, data awareness and the ability to manage more personalised customer interactions.

How Can Customer Focus Protect Long-Term Growth?

Customer-centricity was another major theme of the discussion, particularly as companies attempt to balance revenue objectives, product development and operational efficiency.

Liam Findlay, Chief Executive Officer of Miral Destinations, said customer considerations remain central to the organisation’s commercial and product decisions. His comments reflect a wider industry principle: technology and investment only create sustainable value when they ultimately improve the experience delivered to the traveller.

This approach is particularly relevant as competition between destinations and travel brands intensifies. Consumers have more choice, greater access to information and higher expectations around convenience. Businesses that understand what travellers want and respond quickly to changing preferences can therefore develop a stronger competitive position.

Is the Travel Industry Moving Beyond Recovery?

The discussions at ATM 2026 suggest that the industry is increasingly shifting its attention from recovery to readiness.

The post-pandemic rebound created strong opportunities across tourism, but the next phase presents a different set of challenges. Businesses must prepare for rapid technological change, evolving consumer behaviour, workforce requirements and increasing integration across the travel ecosystem.

Sita Sahu, CEO and Founder of FUTURE&, led the executive roundtable, which focused on how organisations can strengthen their ability to respond to these changes. The participation of companies spanning technology, destinations, hospitality, digital travel and payments demonstrated how interconnected the modern tourism ecosystem has become.

Future competitiveness is consequently unlikely to depend on a single technology or business model. Instead, it will be shaped by how effectively companies combine digital investment, skilled talent, partnerships and customer insight.

What Does Travel 2040 Mean for Tourism Businesses?

ATM 2026 is exploring these questions under its broader theme, Travel 2040: Driving New Frontiers Through Innovation and Technology. Artificial intelligence, digital transformation, smart mobility and changing traveller expectations are among the forces being examined as the sector considers what tourism could look like over the coming decades.

Danielle Curtis, Regional Portfolio Director – UAE at RX Global, described future readiness as the ability to turn change into competitive advantage. The principle is increasingly relevant across the tourism sector, where companies must make long-term decisions while technologies and customer expectations continue to evolve.

The ATM Experience Hub’s roundtable programme complements the event’s wider conference agenda by providing a platform for industry professionals to discuss practical challenges, commercial priorities and operational realities.

What Is the Key Message From ATM 2026?

The central message from ATM 2026 is straightforward: travel companies that combine technology with talent and customer understanding will be better positioned for sustainable growth.

AI can improve personalisation and remove friction, but its effectiveness depends on thoughtful implementation. Skilled employees remain essential for delivering meaningful experiences, while customer-centric decision-making provides the strategic foundation for turning technology and investment into lasting value.

As the global travel industry moves into its next phase, competitiveness will increasingly be measured by how quickly businesses can adapt without losing sight of the traveller. ATM 2026’s executive discussion therefore points towards a future in which technology is not the destination itself, but a tool for creating more connected, responsive and human travel experiences.

Now in its 33rd edition, Arabian Travel Market continues to bring together the international travel and tourism community in the Middle East, providing a platform for businesses, destinations and industry leaders to develop partnerships, exchange expertise and identify new opportunities.

Image: Reed Exhibitions