If there’s one driving force behind the evolution of travel and tourism, it’s the transformative power of tech-enabled connectivity. From simplifying trip planning to enhancing on-the-ground travel experiences, technology is supporting and improving every stage of the journey.

Digital platforms, mobile apps, and AI are influencing how travellers plan and book trips, while innovations like real-time updates and smart city infrastructure are redefining convenience and personalisation, at airports and in destinations.

The near future promises even greater advancements, from Virtual Reality (VR) in travel planning to biometric boarding, not only making travel more seamless and tailored, but paving the way for a deeply connected and customer-centric era of tourism.

This growing reliance on tech-driven connectivity will take the spotlight at Arabian Travel Market (ATM) 2025 where industry leaders will explore these transformative trends. The show’s Travel Tech exhibition, for example, will delve into how innovations like AI, high-speed Wi-Fi, and VR are creating personalised, immersive in-flight entertainment, shopping, and service experiences, empowering airlines and service providers to anticipate and meet customer preferences like never before.

Digital platforms driving change

Tools like TripAdvisor, Booking.com, and Google Maps are now indispensable, offering real-time reviews, pricing, and navigation assistance to save users time and effort.

Figures prove the demand for digital with:

• 83% of travellers now relying on smartphones to research destinations, book trips, and manage itineraries (Statista).

• 63% of global travel bookings in 2024 made via apps, with an additional 10% on mobile web (youappi).
• 76% of global travellers now actively seek apps that reduce friction and stress in their journeys (youappi).

This growing reliance on global travel apps is reflected in the market’s rapid expansion, with revenue driven by the sector tripling in the five years to reach $1.2 billion in 2024 (Statista) and the industry set to be worth $1.45 trillion by 2032 (Market.us).

• 10% of travellers use AI applications to find lodging and restaurants and 2% to coordinate flights (2%).

Innovations such as AI-powered chatbots and virtual assistants are further streamlining the process, helping users organise schedules, secure hotel reservations, and find the best deals. Augmented reality (AR) travel apps add another layer, used to preview landmarks, explore destinations, and plan itineraries through immersive experiences.

Predictive tech tailors journeys

AI-driven insights are also empowering travel providers to anticipate customer needs, providing experiences and journeys that feel personally curated to boost loyalty and satisfaction.

By analysing past searches, bookings, and interests, a new era of hyper-personalisation is emerging. According to the Skift State of Travel 2024 report, 70% of travellers now prefer tailored recommendations, significantly enhancing satisfaction and strengthening bonds with service providers.

Technological innovations like wearable devices—smartwatches and fitness trackers—further enrich the travel experience with real-time information, navigation support, and language translation, all conveniently accessible.

Looking ahead, the influence of AI will balloon further. Research by Accor predicts a surge in demand for AI-driven trip planning, with one in seven UK travellers expected to use an “AI-tinerary” by 2025, it says.

Personalisation reaches new heights

Personalisation is also infiltrating the travel experience itself, creating opportunities for clued-up travel agents and operators to showcase these services when designing client itineraries.

A new report by Amadeus and Globetrender identifies ‘Personalised Flying’ as a pivotal trend for 2025, blending smart technology with customised in-flight experiences.

Airlines are embracing algorithmic entertainment systems that curate content, ranging from movies and TV shows to targeted advertisements, based on passengers’ preferences as loyalty programme members. These hyper-personalised systems are transforming in-flight entertainment into an experience that feels as tailored as streaming services at home.

High-speed connectivity is playing a central role; with providers like SpaceX’s Starlink enabling seamless in-flight streaming, passengers can enjoy their favourite content mid-air without interruption. Qatar Airways has led this innovation, recently launching the world’s first Boeing 777 equipped with Starlink Wi-Fi​.

Emerging technologies like Virtual Reality (VR) are enhancing premium air travel too. In 2024, Beond, a luxury airline start-up, introduced Apple Vision Pro headsets on its Maldives route, giving first and business-class passengers immersive entertainment options.

Back on the ground

Airlines are revolutionising corporate travel management with advanced pre- and post-flight technologies support bookers and planners. Biometric tools like facial recognition and fingerprint scanning streamline check-in and boarding, eliminating the need for physical documents. These innovations deliver a more secure, efficient, and personalised travel experience for business travellers.

An Amadeus report highlights the widespread adoption of biometrics by airlines, airports, corporate travel managers and hotels, which led to a 14% increase in technology investment for 2024. Additionally, a staggering 98% of airlines have either implemented or are planning to implement biometric systems at their airport terminals, according to International Airline Review, and 60% of airlines are poised to incorporate biometrics into essential passenger touchpoints such as check-in, bag-drop, lounge access and boarding within the next five years.

Dubai-based Emirates has reported significant reductions in boarding times thanks to these systems, now implemented at many major airports globally, and in neighbouring Abu Dhabi, Zayed International Airport’s “Smart Travel” initiative aims to integrate biometric authentication at all security checkpoints by 2025. Using data from the UAE’s Federal Authority for Identity, Citizenship, Customs, and Port Security, the system, which is a world first, will automate passenger verification for a touchless, seamless journey.

Globally, this trend is gaining momentum. The European Union’s forthcoming Entry/Exit System, set to launch by 2025, will replace traditional passport stamping with biometric identification, enhancing the speed, security, and convenience of airport experiences.
With a SITA study revealing shorter waiting times are a key airport improvement sought by passengers–flagged up by 64% of those surveyed ahead of other critical issues like the ability to make a single booking for all legs (40%) or real-time notifications (34%)–these systems hit the mark, despite underlying privacy protection concerns among some.

Airlines are also improving passenger satisfaction by eliminating a common travel frustration–lost luggage. Australian carrier Qantas has integrated Apple’s AirTag technology, enabling passengers to track their bags in real time, speeding up the luggage recovery process and providing greater peace of mind.

Smart cities transform destination experience

Smart cities like Singapore are setting new standards in travel experiences, where real-time data and digital infrastructure enable travel professionals to offer clients a seamless journey from start to finish.

The 2024 IMD Smart City Index, which evaluates 142 cities globally, highlights how integrating advanced digital solutions into mobility, governance, and sustainability transforms cities into tourist-friendly hubs:

• Zurich, ranked first for five years in this index, showcases this with eco-friendly transportation, extensive digital infrastructure, and inclusive programmes that enhance quality of life for all.
• Singapore, ranked fifth, optimises public transport through real-time data, contactless payments, and its Smart Nation vision, using sensors to enhance traffic flows. Travellers also benefit from comprehensive Wi-Fi coverage and tools like SG Translate Together, a localised translation web portal.
• Helsinki, ranked ninth, puts social responsibility at the core of its data-led strategies. The city uses a virtual twin to simulate urban conditions; The Mobility Lab to optimise traffic flow with AI; and initiatives like the Helsinki Road Map to prevent overcrowding while supporting local businesses, as it guides tourists around the city.
• Abu Dhabi, ranked 10th, prioritises intelligent mobility with autonomous driving and smart transportation infrastructure, creating a seamless and sustainable travel experience.

Europe boasts a dense network of smart cities, many of which are using smart solutions to address overtourism challenges. Barcelona’s interactive digital kiosks provide real-time transport and attraction updates, while Amsterdam uses data from its City Card to distribute visitor traffic more evenly, improving both accessibility and sustainability.

All of these innovations reflect a broader commitment among smart cities to leverage connectivity for more sustainable and tourist-friendly environments. By integrating digital tools with sustainability goals, they are creating environments where technology, efficiency, and visitor satisfaction intersect.

What’s next for tech?

Looking ahead, the future of travel will see agencies leveraging real-time itinerary adjustments, ensuring that every client journey not only meets but exceeds expectations.

Keeping up to speed on technology advancements will be crucial to stay competitive, and industry events such as ATM Travel Tech play a pivotal role in the education process, not only showcasing new tools and solutions, but bringing together technology providers and senior industry executives to share expert insights.

Tools already available to agents are plentiful: Virtual reality (VR), for example, can transform the trip-planning stage by immersing customers in destinations before they visit. This platform is set to go beyond simple previews, offering a fully interactive way to explore accommodation, landmarks, and activities, enabling better-informed travel decisions.

Some travel companies are already experimenting: Sygic Travel VR offers free virtual tours of famous cities and landmarks with audio commentary; Marriott Teleporter uses an immersive VR experience to transport users to various Marriott properties worldwide; and Airbnb 360 Experiences offers 360-degree virtual tours of its listings. 

AI will craft meticulous itineraries that adapt in real-time to individual preferences and needs. Combined with Augmented Reality (AR) tools for on-the-ground exploration, these technologies will create deeply engaging and bespoke experiences, whether through immersive cultural interactions or hyper-local recommendations.

Sustainability will take central stage in this evolution. From AI-powered carbon footprint trackers to digital platforms that promote eco-friendly travel choices, the next generation of travel technology will align connectivity with the growing demand for responsible tourism.

As these advancements converge, the travel experience will become increasingly customer-centric, immersive, and environmentally conscious, setting a new standard for the tourism industry in the years ahead.