Industry leaders at Arabian Travel Market 2026 say investment in artificial intelligence and technology must be matched by talent and customer-focused strategies as the travel sector moves from recovery towards its next phase of growth.
DUBAI, United Arab Emirates — Technology, talent and a strong focus on the customer are emerging as key priorities for travel businesses seeking to remain competitive as the industry enters a new phase of growth.
The assessment came during From Rebound to Readiness: Shaping What’s Next Across the Travel Ecosystem, an executive roundtable presented by FUTURE& at the ATM Experience Hub during Arabian Travel Market (ATM) 2026.
The session brought together senior executives from destinations, hospitality, technology, digital travel and payments to examine how businesses can prepare for changing traveller expectations and accelerating technological development.
The discussion was led by Sita Sahu, CEO and Founder of FUTURE&, and featured Liam Findlay, Chief Executive Officer of Miral Destinations; Pratik Kachroo, Executive Director of Khamas Hospitality; Leon Li, Vice President, Public Affairs at Alibaba Fliggy; Anthony Nakache, Managing Director MENA at Google; and Maha Nizam, Head of GCC Marketing at Visa.
Traveller expectations drive technology investment
Seamless planning, personalisation and greater integration across the customer journey were among the issues highlighted by participants.
Nakache said travellers increasingly expect a more frictionless experience, with technology and artificial intelligence providing tools for businesses to respond to those demands.
The Google executive pointed to the blurring of traditional boundaries between different parts of the travel experience, with consumers increasingly seeking a connected journey from planning through to the post-trip stage.
AI is therefore expected to play a growing role in helping travel companies deliver more personalised and integrated experiences. However, the discussion also emphasised that technology alone will not determine the quality of the traveller experience.
Human expertise remains central
While artificial intelligence and emerging technologies continue to attract investment, industry leaders stressed the importance of people in delivering hospitality and travel experiences.
Nizam said technology should enhance the capabilities of employees rather than replace the human dimension of travel.
Her comments reflect a wider industry debate around the balance between automation and human expertise as businesses adopt AI across customer service, marketing, operations and other functions.
The message is particularly relevant to hospitality and destination businesses, where personal interaction remains a central part of the customer experience.
Customer-first approach guides commercial decisions
Customer-centricity was also identified as an important consideration when businesses balance commercial objectives with product development and operational priorities.
Findlay said Miral Destinations places the customer at the centre of decisions ranging from revenue strategy to product development, with traveller needs informing the organisation’s priorities.
For the wider travel sector, the focus on customer experience comes as travellers increasingly compare destinations, hotels, attractions and travel services based not only on price but also on convenience, personalisation and the quality of the overall journey.
From recovery to future readiness
The roundtable reflected a broader shift in the industry’s priorities from recovering from disruption to preparing for longer-term growth.
Danielle Curtis, Regional Portfolio Director – UAE at RX Global, said future readiness would depend on how businesses respond to change and whether they can convert technological and market developments into competitive advantages.
ATM 2026 is being held under the theme Travel 2040: Driving New Frontiers Through Innovation and Technology, with artificial intelligence, digital transformation, smart mobility and changing traveller expectations among the key themes across the event programme.
The 2026 edition also features ATM Travel Tech as a co-located show, with a dedicated technology and innovation programme examining developments including AI, augmented and virtual reality, robotics, fintech and green technology.
For the MICE and wider business travel sector, the emphasis on technology, talent and customer experience points to an increasingly integrated approach to competitiveness—one in which digital innovation is expected to work alongside skilled people and a deeper understanding of traveller needs.
ATM 2026 is taking place at Dubai World Trade Centre from 14 to 17 September, bringing together travel and tourism stakeholders from across international markets.
