At The New Age(nts) event in Barcelona, leaders across travel came together to define what’s next. The message was clear: the next era of travel experiences will be powered by intelligent systems, connected ecosystems and long-term relationships, not just transactions. At the center of it all is AI.
From one-time bookings to continuous journeys
For years, travel brands approached the customer journey as a funnel: attract, convert, repeat. But travel experiences have never been linear. People bounce between dreaming, planning and booking in unpredictable ways.
Today’s leaders are designing what we call Experience Loops — dynamic systems that learn from every interaction and use that insight to power the next. These loops make travel experiences more personalized, relevant and engaging.
Imagine a frequent traveler searching for a weekend escape. Instead of serving up static deals, the system considers past behavior, preferences and context. This turns fragmented touchpoints into a connected, evolving experience.
Personalization that feels human
Too often, personalization in travel stops at past bookings or loyalty tiers. But modern travelers expect more from their travel experiences. They want to feel seen and understood.
“It’s not about offering the same ‘sun holiday’ to everyone who flew to Spain last year,” says Thady Ramos, European Travel and Hospitality Lead at Valtech. “It’s about knowing why they went and evolving with their changing needs.”
With AI embedded throughout the journey, brands like easyJet are delivering smarter, more responsive travel experiences. Whether offering itinerary changes during disruptions or surfacing quieter destinations for solo travelers, they’re creating intelligent hospitality at scale.
Owning the full experience
As aggregators dominate discovery, travel brands risk losing direct relationships. That’s why leaders are investing in owned, AI-powered tools for discovery, planning, and support. These empower you to create consistent, data-driven travel experiences.
Every direct interaction builds insight. Every insight improves the next experience. This shift - from borrowed visibility to owned connection - is key to staying relevant and differentiated.
The rise of multimodal travel experiences
Omnichannel made travel accessible across platforms. But multimodal travel experiences are making it immersive.
AI can now interpret voice, images, and text together, enabling more natural interactions. Picture a traveler uploading a beach photo and getting matched with real options — flights, dates and coastal stays. Or saying, “I’ve got three days in July, somewhere sunny with great food,” and receiving tailored results instantly.
“Multimodal AI makes it feel less like using a website, more like talking to someone who actually knows you,” Thady says.
Start small. Move quickly. Think long-term.
Creating better travel experiences doesn’t require a total tech overhaul. It starts with a single, high-impact pilot.
easyJet’s AI-powered itinerary tool began with one use case: helping families plan school holiday travel. In weeks, it was driving better engagement and more relevant results.
The brands that win will:
- Launch AI pilots that solve real traveler pain points.
- Build only the data foundations needed for each use case.
- Treat every interaction as a learning opportunity.
- Invest in tools that adapt with technology and behavior.
The future of travel experiences is continuous
As the travel sector becomes more fragmented and competitive, the edge will go to brands that build long-term relationships, not just conversions.
AI is the enabler. The Experience Loop is the engine. And the opportunity to lead is now.
If you're ready to transform your travel experiences, let’s talk. We’d love to help you design what’s next. Visit our Travel & Hospitality page to get in touch.
