From bold visions for the future of travel to sales paradoxes to thoughtcrime conferences, some of the stories in this edition question the norms to build the future.
0. The most clicked link in the previous newsletter
The most clicked link in the previous newsletter was my post on 21 Ridiculously Specific Travel Tech Predictions for 2025. These aren’t your typical “AI will transform everything” predictions. Each one is measurable and due by Dec 31, 2025. Vote for your favorites (which WILL happen vs which you WANT to happen)
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1. Travel’s next platform shift
I just read a great article by Insight Partners about how AI will drive a fundamental reimagination of software. They argue that just as the mobile/cloud era enabled Airbnb to redefine lodging, the AI era will give rise to companies that are “intelligence-first” by design. This isn’t about adding AI features to existing products; it’s about building entirely new applications where AI is a core collaborator, not just a tool.
It’s just a matter of time until we see the emergence of an AI-first player in travel. Most companies today are retrofitting AI into legacy systems, such as chatbots for customer service or AI-powered pricing recommendations. But what would a travel company look like if it were built with AI at its core from day one? As the article suggests, to disrupt incumbents, these new players will need to be 10x better, not just marginally improved. Just as it was impossible to predict the killer apps that would eventually emerge from the smartphone revolution, it’s hard to imagine exactly what form this disruption will take.
2. Design principles for successful AI adoption in customer experience
Bain & Company identifies five key design principles for generative AI to transform the customer journey. Here are their first two:
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Don’t compete with established habits, enhance them. Customers are generally satisfied with existing digital shopping flows and hesitate to adopt entirely new tools. Successful AI integration works alongside what they already know and trust.
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Move beyond chatbots. The most valuable AI features are often “passive” enhancements, like review summaries or personalized suggestions, that work seamlessly behind the scenes rather than as standalone features.
Retailers that focus on complementing customer habits and embedding AI intuitively are best positioned to boost satisfaction and drive results.
3. 50 travel execs talk about AI’s future
The Global Travel Tech Thinktank in Singapore recently gathered 50 executives from Booking, Agoda, Klook, and Trip.com to discuss AI’s role in travel. Some of the areas of focus were using AI to interpret “the fire hose of intent” from travelers without asking intrusive questions, creating dynamic interfaces that adapt in real-time, and enabling airlines to predict when a traveler might be losing loyalty.
Agoda’s CTO captured where we are nicely: “There is no textbook; I’d love to hire an AI expert to guide us, but we need to bring them from the future. We need to become those people.”
4. Hereticon and the value of real dissent
There seems to be something truly different about Hereticon, a self-described “conference for thoughtcrime” organized by Founders Fund (early backers of Airbnb and SpaceX). While most conferences celebrate fashionable dissent (where people just repeat the acceptable groupthink opinions of their tribes), Hereticon flips the script: you only get on stage if your ideas are controversial enough to get you canceled elsewhere. Their view is simple: real progress comes from those who dare to challenge our most sacred assumptions. After all, history shows that breakthroughs often came from persecuted weirdos with unique and dangerous ideas. The application to attend has one key question: “What apocalypse are you currently focused on (realizing or preventing)?”
I haven’t attended yet, but I’m intrigued. Have any of you been to this conference of genuine dissidents? Would love to hear your stories about what seems to be the conference with the highest density of original ideas per minute.
5. Why Anti-OTA arguments often miss the mark
Christian Watts of Magpie Travel offers a refreshingly direct perspective on 10 common complaints about OTAs.
Here’s one example:
Complaint 10: We are your customer, not the other way around. You should treat us with more respect.
Christian’s response: “You are a supplier, not a customer. Our customer, the traveler, gives money to us. We give money to you. We are YOUR customer. That said, we absolutely value our suppliers and aim to treat them with the utmost respect. Some companies prioritize customers, others focus on employees, suppliers, or shareholders. There’s no single right answer, but we strive to maintain the right balance.”
For the other nine complaints and responses, read his article here.
6. The sales paradox
On the Travel Tech Essentialist Job Board, we currently have 286 Sales/Business Development open positions, over 25% of all listings, surpassing even Engineering roles. Makes sense, as Sales is often what makes or breaks tech companies. Many brilliant products fail not because of bad technology but because they can’t convince enough customers to buy them. After all, what’s more fundamental than getting someone to pay for your solution?
And here’s what’s weird: we still treat sales as something with sort of a bad name. We’ve had to rebrand “salespeople” as “account executives” to make it sound “better”. Only 72 US universities offer degree programs in Sales, compared to 403 for HR, 916 for Marketing, and 1,231 for Accounting. Go figure.
7. Air France-KLM partners with Kolet
Air France and KLM partnered with French start-up Kolet to offer travelers eSIM-enabled internet access in over 190 countries. Through this partnership, Air France/KLM customers receive exclusive perks, including 1GB of free data for two days, a 10% discount on all Kolet plans, and the ability to earn or redeem Flying Blue Miles for purchases. Read +.
But wait, I couldn’t let Air France-KLM have all the fun, so Travel Tech Essentialist subscribers get their own exclusive perk! Use code TTE at Kolet to unlock 1GB of free data for seven days (kicks in when you start using data at your destination). You’re welcome. 😊
8. Airline retailing
Airlines are working to modernize their sales approach, moving away from legacy systems to create more dynamic, personalized experiences. New tech like NDC and streamlined “offers and orders” will let them bundle flights with add-ons like hotels and car rentals in real-time. A recent BCG report shows that 83% of airline employees support this change, but only a few airlines are ready to make the shift. Realistically, a fully modern retail model might still be a decade away. To get there, BCG says airlines need to break down silos, invest in flexible tech, and collaborate more with travel partners (and, of course, hire BCG).
9. Hospitality’s future is care
Isaac French debated an Airbnb arbitrage operator who predicted 80% of accommodations would remain “commodity-style,” with only 20% being unique and experiential. Isaac disagrees, arguing that rising guest expectations demand more; guests want to feel cared for. Even simple stays can stand out with thoughtful details, like a welcome kit featuring a handwritten note, a local snack, and tips for the area. These small touches transform the experience from transactional to relational, building loyalty and creating memorable stays.
Isaac’s takeaway is that hospitality is about making people feel valued. You don’t need a treetop villa to create an experience (though that’s great if you have one). Start with care, and you’ll earn repeat guests and word-of-mouth referrals.
It’s a worthwhile read with plenty of actionable ideas.
10. Amadeus CEO sees acquisitions as key strategy
Amadeus CEO Luis Maroto outlined the company’s strategy to drive growth through targeted acquisitions (no specific targets were disclosed), heavy investment in R&D (20% of annual revenue), and customer-focused technology advancements.
Key initiatives include a biometric “face as passport” system for seamless travel, AI-powered personalization to match travelers with activities and experiences, and a hospitality platform to streamline operations for the fragmented hotel market. Amadeus is also expanding its payment division (Outpayce) to offer fraud prevention and currency management tools. Read +
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Mauricio Prieto
