PhocusWire’s scorching subjects in journey for 2023


As our
PhocusWire staff displays on the 12 months that’s coming to an in depth, we take into consideration
the big selection of our protection, throughout sectors comparable to online travel agencies,
hotels, airlines, ground transportation
and tours and activities and subjects together with distribution, marketing, revenue management
and, in fact, artificial
and innovation
such as our popular annual Hot 25 Travel Startups lists

However in 2023,
as in most years, there are a small variety of subjects or themes which might be
usually within the information throughout the journey trade. This 12 months a lot of them are
mirrored within the articles that had been our hottest news
and opinion
items of the 12 months.

Primarily based on
these rankings, in addition to our personal – very subjective – evaluation, listed below are our picks for six “scorching subjects” for journey in 2023, and certain for the 12 months forward.

Generative AI

artificial intelligence
has been the indeniable prime know-how subject of
2023. What was unknown to most of us simply 12 months in the past burst onto the
scene in January as the thrill round OpenAI’s ChatGPT had individuals throughout each
sector of journey and in each nook of the globe attempting to determine each
what it’s and how
it could be used in travel

confirmation at the end of January of a multibillion dollar investment in OpenAI
(rumored to be $10 billion) and an extension of the partnership between the two
companies added credence to what had been a relatively unknown startup and to
the notion that generative AI could have a transformative impact on par with
the creation of personal computers, the internet and mobile devices.
decision just two weeks later to unveil Bard
, its conversational AI chatbot
and a direct competitor to ChatGPT, solely furthered the hype across the

Initially, response throughout the journey trade was combined. Firms
comparable to,
and Kayak
and a slew
of smaller companies
jumped in early to combine and experiment with the
know-how, whereas others took a extra wait-and-see method. 

However regardless of some early skepticism, because the 12 months progressed it
grew to become clear that generative AI
can be used in multiple ways across travel
– each so as to add pace and
effectivity to inner operations, for instance for advertising and marketing, employees coaching,
sentiment evaluation and coding purposes, and to reinforce the traveler
expertise, comparable to for customized itineraries, translations and rather more
subtle customer support.

Updates to the know-how proceed at a fast tempo, comparable to
the latest launch of GPTs
and Assistants from OpenAI
and Google’s launch of
. In 2024 we anticipate a few of the largest information might be round
autonomous brokers – generative AI-powered assistants that may function a browser
on our behalf, for instance to conduct searches, fill in kinds and, within the case
of journey, full a reserving. We’ll additionally hear extra concerning the return on funding journey manufacturers
are seeing from integration of the know-how, comparable to Tripadvisor’s
early results
from its generative AI-powered Journey Planner and vacation spot
content material.

Because the journey trade enters 12 months two of utilizing generative AI,
anticipate to see extra subtle use circumstances and extra concrete information about when
and the way shoppers are utilizing these options for his or her journeys and what, if any,
elevate in income that’s bringing to suppliers. Keep tuned!


New distribution functionality has been debated across the airline trade for therefore lengthy, journey brokers might be forgiven for pondering it would by no means come to move. That was earlier than 2023, and now efforts to modernize distribution by means of direct connections with clients, distributors and journey companies could also be able to soar into 2024.

Way back to final December American Airlines warned travel agencies they needed to be connected to its NDC technology by April. At the moment the airline had agreements in place with Amadeus, Sabre and Travelport to distribute the NDC content material.

The provider adopted by means of on April 3, informing journey brokers beforehand that it will start on that date to “offer our best available third-party public channel content only through NDC connections.”

Just a few days later, Air Canada and Amadeus signed a multi-year agreement to supply entry to the airline’s NDC-sourced content material. Others comparable to Air France-KLM and Lufthansa have adopted swimsuit. The shift has come over objections from journey companies and advisors, together with a complaint to the U.S. Department of Transportation that American dismissed as “frivolous.”

It could be too late to show again. American reported that three-quarters of its bookings got here from its web site, cellular app and NDC-enabled channels within the third quarter this 12 months, up from two-thirds the earlier 12 months.

And trade specialists anticipate the transition will solely get smoother. Throughout a discussion about NDC at The Phocuswright Conference final month, moderator Norm Rose, senior know-how and company market analyst at Phocuswright, summed up the panel’s views when he stated, “There have been some adversarial relationships. … We’re considerably previous that. I feel everybody would agree: That is actuality, so how will we transfer ahead.”


The idea of experiences as a driver of journey decision-making isn’t new, however it reached a brand new stage in 2023 – and we anticipate that can proceed in 2024.

Vacationers have been more and more targeted on what actions and phenomena they’ll expertise whereas they journey – typically selecting journeys primarily based on that issue versus beginning with choosing the vacation spot. Large names, including major hotel brands, have taken observe of the demand, which has been fueled by social media.

Maybe the most important indicator of the power of the experiences sector comes within the type of what seems like a relentless stream of economic information. In June GetYourGuide received funding of $194 million to energy its work with synthetic intelligence and to assist its international enlargement. After reaching profitability earlier this 12 months, Klook landed $210 million in a Collection E+ spherical of funding earlier this month. And after an enormous jump in its revenue in 2022 – up 168% in comparison with 2021 – Viator continued its development trajectory this 12 months, with its figures from the third quarter showing revenue up sharply again and accounting for almost half of Tripadvisor’s whole income of $533 million.

In the meantime many smaller gamers are additionally getting consideration, together with startups like TurneoDharmaUnravel and Jerne – all named PhocusWire Hot 25 Travel Startups for 2024 – alongside different experiences startups BeyonkWay and others have frequently popped up in headlines lately, receiving funding and recognition because the class grows. 

Regulatory curler coaster

The choice by European regulators to veto Booking Holdings acquisition of Etraveli raised plenty of questions for the journey trade. For instance, how large is just too large? Will different potential Reserving acquisitions be topic to elevated scrutiny? And extra broadly, ought to the trade itself anticipate to be more and more scrutinized for its social, financial and environmental impression.

In some ways, it’s already taking place. New short-term rental rules in New York hit Airbnb in September with 1000’s of hosts having to drop their listings. Different cities throughout the US had been anticipated to observe swimsuit. And already in Europe many cities, together with Amsterdam, Barcelona and Paris, have taken their very own steps to curb short-term leases. In the meantime, the European Union has been transferring ahead on implementing uniform
 for STRs, agreeing earlier this 12 months on how to collect data from platforms
together with, Airbnb and Vrbo. 

European regulators are additionally extending the requirement for public corporations to report on their environmental impression to corporations of 500 workers. The EU Corporate Sustainability Reporting Directive means companies will have to monitor and report on the impact of travel on the surroundings and other people. As well as, buyers might want to assess monetary dangers and alternatives arising from local weather change.

Very giant corporations may also be keeping track of the Digital Markets Act to make sure they don’t meet the threshold to be called gatekeepers. Digital gatekeepers are giant corporations which might be an entry level for shoppers and are in a position to make use of their market place and energy in a means that impacts different markets.

And eventually, a judgment is predicted within the antitrust swimsuit in the US in opposition to Google within the first a part of 2024. A call in opposition to the search big – which is accused of illegally sustaining a monopoly over search – might have wide-ranging implications for on-line journey sellers. Google has additionally been charged with breaching antitrust regulations in Europe for its promoting know-how that the European Fee says offers it unfair dominance on each the purchase and promote facet. A ruling in Europe can also be anticipated early subsequent 12 months.

Autonomous automobiles

Progress for autonomous automobiles has been a bit of cease and begin in 2023. On the one hand, late in 2022 Waymo unveiled absolutely driverless automobiles for the general public in San Francisco and Phoenix, with Los Angeles to be added quickly. Alongside Alphabet-owned Waymo, Basic Motors-owned Cruise additionally obtained approval from California regulators to function rides in San Francisco.

Alternatively, following a collision, Cruise’s allow was revoked and state regulators are being requested to halt the enlargement of autonomous taxi providers in L.A. and deal with security considerations. Cruise has additionally hit the headlines for shedding 900 jobs in latest weeks.

Within the east, in the meantime, which operates driverless automobiles in Beijing and Guangzhou, has landed $100 million in funding as a part of a three way partnership with Saudi Arabia’s Neom. As well as, in late August China’s Baidu launched a driverless airport service at Wuhan Tianhe Worldwide Airport. The service builds on Baidu’s robotaxi fleet working in 5 cities, together with Beijing and Shenzhen.

The larger image is how these providers would possibly impression the journey trade going ahead. Alex Bainbridge, founder and CEO of Autoura, a PhocusWire Hot 25 Travel Startup for 2024, has laid out some of the ways the industry can take advantage of autonomous vehicles, particularly in excursions and actions. He additionally pressured that now’s the time to get on board the trend. Small teams in driverless automobiles round resorts and parks is perhaps an apparent instance, however think about being picked up from the airport and knowledgeable about what to do and see within the space. Autonomous automobiles additionally open up the potential for having a customized tour on demand or a multi-day tour of a vacation spot, once more tailor-made to the person or group.

Sustainable journey

Anybody hoping the problem of sustainable journey would go away or diminish in 2023 acquired a blistering actuality examine over the summer season with a relentless doomscroll of weather-related tragedies.

Wildfires in Hawaii, Canada, Greece. Hurricanes in Florida and California. Heatwaves. Droughts. Floods. All of them helped clarify what scientists have been predicting for many years: rising international temperatures are already affecting journey — and the consequences will solely worsen.

A report published in February by the Travel Foundation charted a path the journey trade might take to attain internet zero on carbon emissions by 2050 whereas permitting for continued development — however it wouldn’t be simple, and it will imply prioritizing internet zero journeys like rail and electrical vehicles whereas decreasing long-haul flights that pollute probably the most.

“This evaluation ought to act each as wakeup name and motivation to behave,” stated Jeremy Sampson, CEO of the Journey Basis.

Many companies pushing sustainable choices have cited surveys exhibiting broad assist for the idea amongst vacationers. But the query of how a lot the sector can depend upon shoppers to assist foot the invoice for sustainability measures took successful in a report launched in November by Phocuswright. Its blinded survey found a large gap between travelers’ stated intentions and their behavior.

Providing hope for the brand new 12 months, a survey released in December by Amadeus confirmed an amazing majority of journey corporations imagine the trade can attain United Nations’ targets for carbon emissions by 2050, whereas almost half anticipate investing extra in environmental, social and governance initiatives in 2024.

If subsequent summer season is something just like the final, the opposite half of these corporations could must rethink their funding methods.

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