Travel in 2046: AI, Trust and Power Reshape the Industry

Travel Industry Faces Shift as AI, Data and Trust Redefine Control

A new Executive Brief by Phocuswright and ITB Berlin 2026 outlines how artificial intelligence, trust, and data could shape the travel industry over the next two decades.

The report draws on discussions from the Leadership Exchange held on 3 March 2026 at CityCube Berlin, where industry participants examined how control, value and access to travel may evolve.

Changing Control in a Digital Ecosystem

The discussions explored scenarios in which AI systems manage planning, booking and customer interactions. As digital platforms handle more of the traveller journey, control over data and decision-making may shift away from traditional intermediaries.

Participants noted that this transition could redistribute influence across technology providers, companies and public authorities, depending on how data and systems are managed.

Trust as a Central Factor

In an AI-driven environment, trust is expected to become more complex. Rather than being tied to a single brand or platform, it may depend on multiple interactions across different services and channels.

User-generated content, service transparency and accountability mechanisms are likely to play a greater role in shaping confidence. At the same time, the use of multiple AI systems may raise questions around responsibility if service issues arise.

Value Shifts with AI Adoption

As AI tools take on functions such as search, recommendation and booking, the location of value within the ecosystem may change. Personalised services based on data insights are expected to become more common, influencing how travellers make decisions.

This could reduce the role of some traditional intermediaries while placing greater emphasis on data access and user relationships.

Access and Inequality in Travel

The report also highlights potential changes in accessibility. While digital tools may simplify planning and movement, factors such as regulation, pricing and geopolitical conditions may influence who can travel.

Some destinations may introduce limits or controls to manage visitor numbers, while cost structures could affect affordability across different traveller segments.

Industry Structure: Fragmentation or Consolidation

The industry’s future structure remains uncertain. AI could support smaller, specialised providers by enabling targeted services, while control over data could also lead to concentration among a smaller number of large players.

Participants noted that decisions made in the near term around data governance, technology adoption and trust frameworks will influence how the sector develops.

Overall, the findings indicate that the industry is entering a period of structural change, with artificial intelligence and data playing a central role in shaping how travel is organized, accessed and experienced.