Technology, Talent and Customer Focus Will Define Travel's Future, Leaders Say at ATM 2026

The global travel industry is entering a new era where artificial intelligence, human talent and customer-first strategies will determine which businesses remain competitive, according to senior executives speaking at Arabian Travel Market (ATM) 2026 in Dubai.

The message emerged from a high-level executive roundtable titled From Rebound to Readiness: Shaping What's Next Across the Travel Ecosystem, where leaders from Google, Visa, Miral Destinations, Alibaba Fliggy, Khamas Hospitality and FUTURE& examined how travel businesses can prepare for long-term growth in an increasingly digital world.

Travellers want seamless, personalized journeys

A recurring theme throughout the discussion was the rapid shift in traveller expectations. Industry executives said modern consumers increasingly expect travel planning, booking, payments and destination experiences to feel connected, personalized and frictionless.

Anthony Nakache, Managing Director for Google MENA, said the distinction between individual travel experiences is disappearing as consumers demand convenience at every stage of the journey.

“Travellers want frictionless planning, more personalized experiences and greater integration,” Nakache said. “The good news is that the technology is there to support stakeholders across the ecosystem, from planning and delivery through to post-holiday engagement. AI can help the industry fulfil many of these higher expectations.”

The comments reflect a broader industry shift toward using generative AI and data-driven personalization to enhance customer engagement rather than simply automate operations.

AI needs people, not just investment

Despite growing enthusiasm around artificial intelligence, speakers stressed that technology alone cannot deliver memorable travel experiences. Instead, they argued that investment in digital innovation must be matched by investment in employees and customer service.

Maha Nizam, Head of GCC Marketing at Visa, described travel as an inherently human experience, saying AI should strengthen, not replace, the people behind the industry.

“Technology can help us become more personalized, but ultimately it should elevate what people can do within an organization,” she said. “Our people and our consumers are what reflect the journey and how we serve travellers better.”

That balance between innovation and human connection was echoed across the roundtable, with executives suggesting that future competitiveness will depend as much on organizational culture as technological capability.

Customer-first strategy remains the priority

For destination operators, customer experience continues to outweigh every other commercial consideration.

Liam Findlay, Chief Executive Officer of Miral Destinations, said every strategic decision within the organization begins with a simple question: What does the customer want?

“Whether it is about revenue or product development, it always comes back to the customer first,” Findlay said. “The customer is always number one.”

His remarks underline a growing recognition that loyalty in the post-pandemic travel market is increasingly driven by experience rather than price alone.

Held under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology,” ATM 2026 is exploring how artificial intelligence, digital transformation, smart mobility and evolving consumer behaviour are reshaping global tourism. The four-day event continues at the Dubai World Trade Centre until 17 September, bringing together airlines, destinations, hospitality brands and travel technology companies from around the world.

As the travel sector moves beyond recovery and into its next growth cycle, the conversation is shifting from rebuilding demand to building resilience. The leaders gathered in Dubai agreed on one point: the companies that combine intelligent technology with skilled people and an unwavering commitment to customers will be best positioned to lead the future of global travel.