We Asked The Experts: What Travel Tech Trends Will Shape 2024?

We’ve collected industry expert predictions on trends that will shape travel tech in 2024.

As we move into the new year, you might find yourself already planning your next holiday. After all, travel is something most people look forward to all year round. Fortunately, the travel industry is continually evolving and enhancing experiences to make sure your next trip will certainly top your last.

We asked a panel of industry experts to give their predictions on what trends they think will shape travel tech next year…


Our Experts

  • Sam Pascoe – VP of Product and Delivery at Poppins
  • Lynn Fischer – Chief Marketing Officer at XO
  • Dan Sherratt – VP of Creative & Innovation at Poppins Agency
  • Rob Gilbert – Managing Director of Commercial and Infrastructure at Totalmobile
  • Branigan Mulcahy – Co-Founder of Virdee
  • Tomasz Pawliszyn – CEO of AirHelp
  • Guillaume Picard – Co-Founder of TourScanner
  • Monica Wick – CEO and Founder of RedCabin
  • Ameer Jumabhoy – Co-founder of utu
  • Cassiano Surek – CTO of digital product agency Beyond


Sam Pascoe – VP of Product and Delivery at Poppins



“Virtual reality (VR) experiences have so far been held back by the size and scope of the 3D environments they feature, creating a perception that the format is just a marketing gimmick. However, platforms like Epic Games’ Unreal Engine are enabling the development of enormous digital twins; replicas of real-world environments the size of cities (and beyond).  They are made even more dynamic when vast data sets are fed in, creating an accurate simulation of that location at a given time of day or year.

“While mostly being used for things like urban planning, these environments could soon be explored in VR, and this will impact how and when we travel for leisure in the coming years.  It could potentially impact demand for exploring new places, but the more likely scenario is that it enables consumers to “try before they buy” in new and immersive ways.  Imagine using VR to see for yourself how busy it is on the streets of Tokyo, or just how bad the rainy season is in Florida before booking your trip.”

Lynn Fischer – Chief Marketing Officer at XO



“As we approach 2024, the private aviation sector is on the brink of a significant transformation. Integrating advanced technologies such as AI is expected to reshape the industry, enhance operational efficiency, and expand market accessibility.

“Predictions for the industry include optimising aircraft usage, with companies managing fleets and offering more real-time and relevant solutions for private flyers.

“XO has been at the forefront of utilising AI, machine learning, and predictive analytics to advance a legacy industry and will continue to innovate in areas such as optimised aircraft utilisation, an agile floating fleet, frictionless booking, and shared charter opportunities.

“We are excited to inject data science and product discipline into an industry traditionally bound by legacy methods. We’ve assembled a team deeply committed to transforming private aviation and air mobility. XO is not merely adapting to the future of private aviation; it’s shaping it.”

Dan Sherratt, VP of Creative & Innovation at Poppins Agency



“The Metaverse was marketed terribly to start with, touting the ability to live a second life digitally from its ‘launch’ was always going to be impossible due to processing power limitations, even cloud-based. Now that expectations have been reset, it is interesting to see the 1:1 environments envisioned by Zuckerberg for things like conversing with family or holding meetings with colleagues around the world in a controlled space.

“The biggest echoes of what the Metaverse was originally marketed as came from Fortnite. As such, keeping track of what the gaming world is doing, such as the eventual release of GTA 6, will light the way for the future of the metaverse.”

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Rob Gilbert, Managing Director of Commercial and Infrastructure at Totalmobile



“Faced with mounting passenger volumes, airports will continue to be confronted with the delicate duty of balancing demand with empathetic rostering and shift patterns in 2024 to ensure the wellbeing of their workforce. Enhancing workforce capacity and creating a streamlined operational environment without incurring extra costs will be vital when dealing with this ongoing challenge.

“This will facilitate a transition from reactive to proactive approaches, mitigating the risk of airport chaos due to minor changes in staffing or short-notice absence. Seeking small shifts in productivity will be key in 2024.”

Branigan Mulcahy, Co-Founder of Virdee



“The travel industry has been integrating technology into its daily operations for many years. In 2024, this integration will only increase to support new innovations and the higher expectations of guests. One tool that will undoubtedly be utilized in the travel sector is artificial intelligence. AI will be used throughout the hotel and travel industry, creating a more seamless travel experience.

“With the rise of travel back on track and now even surpassing pre-pandemic levels, the industry must meet high demand and maintain a high customer experience. A few examples of the ways AI can be leveraged in 2024 include supporting a faster and more seamless check-in and check-out process, personalized customer service, room service, and providing a faster way to solve guest’s issues and with a customized response. AI can learn guest patterns and preferences and can predict what solutions can best satisfy the guest. AI’s hyper-personalization is a great benefit when staff is low or when customers have high travel demands.

“AI is a foundational tool in many industries and will become one in the travel industry in the upcoming years. Learning how this tool can optimize the customer experience will have an exponential positive effect on the travel and hotel sectors.”

Tomasz Pawliszyn, CEO of AirHelp



“AI is transforming the travel industry, allowing businesses to leverage new capabilities that enable them to remain competitive and we expect to see this continue into 2024.

“Using AI, airlines can improve customer service, with AI chatbots answering customer queries quickly and providing real-time feedback, as well as facial scanning to streamline security at several airports across the globe. This technology will also help optimise network planning, adjust flight schedules and manage aircraft capacity to boost efficiency. Not only does this automate manual or routine tasks, but it allows airlines to focus their time and resources on more critical tasks.

“Despite playing a vital role in streamlining operations with predictive analytics to help identify potential areas for improvement, the evolution of AI will continue to heighten concerns in the travel sector with emerging risks around cybersecurity vulnerabilities, data privacy and security.

“As AI systems gather and analyse vast amounts of passenger data, including personal information, travel habits, and preferences, there is an inherent risk of data breaches or misuse that the industry needs to be aware of, as proven by several UK airports becoming the latest targets of cyberattacks in recent months.”


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Guillaume Picard, Co-Founder of TourScanner



“Here are my predictions of how travel tech, specifically the rise of AI adoption, will revolutionise travel in 2024:

  1. Streamline data storage

“Travel companies will leverage AI to streamline massive catalogues, ensuring users receive the most relevant and personalised results.

“For example, at TourScanner*, we have 1.5 million tours in our catalogue – the largest in the world – and we plan to use AI to help cluster this huge amount of data.

  2. Improve customer interactions

“According to AI experts, chatbots have improved dramatically this year.

“So, in 2024, we’re likely to see a mass deployment of chatbots that revolutionise how we interact with customers.

“Taking the pressure off customer service departments, the bots will offer instant, tailored assistance to travellers that will likely improve their search experience when booking a trip.

 3. Personalise and transform the booking process

“By integrating AI technologies into their booking platforms, travel companies can build systems that analyse customer behaviour to create a truly personalised experience.

“This will not only increase efficiency, but it will mean that users discover and book activities faster and more accurately, which will no doubt be crucial for improving customer loyalty.”

Monica Wick, CEO and Founder of RedCabin



“Key cabin interior innovations will continue to evolve in 2024 and will relate to privacy, comfort and control. People want to travel in increased comfort, which is why new technologies are giving more control to passengers.

“AI and technology – AI can optimise cabin layouts, improve passenger comfort and maximise space. It can also enhance in-flight entertainment systems and tailor content to individual passengers based on their preferences.

“AI is also improving efficiency; how we navigate weather conditions, predicting when planes will land as well as fuel usage. The technology can also be applied to enhancing personalisation for travellers across the cabin experience – with personalised food and beverage preferences, in-flight entertainment or even lighting preferences stored and reused.

“Sustainability – The aircraft industry has embraced the importance of creating a more sustainable future. Weight reduction of products is often the first solution for manufacturers, and while this does inevitably increase sustainability, it does not consider the manufacturing process itself, nor the materials used.

“The industry is on the cusp of a new generation of aviation innovation with sustainability a key consideration, so it will be critical that regulation evolves to reflect the development of lighter and more sustainable materials in the cabin.”

Ameer Jumabhoy, Co-Founder of utu



“In 2024, the travel tech industry will redefine tourism through hyper-personalised experiences. AI will not only adapt to individual traveller preferences but also anticipate their desires, creating a symbiotic relationship between technology and human touch.

“Travel retail will transform into a realm of endless possibilities, where personalisation and innovation converge to create immersive shopping experiences. Collaboration across airports, retailers, and tourism sectors will flourish, weaving a seamless, data-driven narrative that enhances the traveller’s journey.

“The future of travel retail is poised to soar with streamlined processes, tailored interactions, and a focus on the traveller’s unique story. As we embark on this new era, each traveller will enjoy a retail journey meticulously crafted for their own tastes and preferences. Embrace the upcoming revolution in travel tech, where your personalised retail adventure awaits.”

Cassiano Surek, CTO of Digital Product Agency Beyond



“Next year, generative AI will take the driving seat in the travel sector, revolutionising how we experience and navigate the world. As generative AI applications become more mainstream, AI agents promise to be a game-changer in enhancing the customer experience (CX) and helping mitigate many of the pain points travellers struggle with, such as amending bookings, claiming compensation and tailoring travel packages to their own requirements. Going forward, this will enable better and quicker assistance during travel planning, while away and after.

“These advanced GenAI agents will go a long way to bridging the gap between over-qualified human customer service staff and basic chatbots with limited skills, allowing service providers to optimise their resources and focus on delivering more efficient service across all stages of the customer journey. It will also enable better segmentation, helping businesses adapt their services to more targeted user groups.

“Thanks to AI, travellers will also benefit from more personalised services, including assistance and additional services that are tailored to their unique needs, preferences and interests. A more personalised experience is not only a convenience to customers but also a strategic advantage for businesses aiming to meet individual needs and preferences.

“I would also expect to see more Large Language Model (LLM) based customer agents, which are able to communicate with text, images and audio to make travel planning and services more interactive, accessible and inclusive to everyone.”


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