This was discussed during a panel discussion titled ‘Agency led growth- Mastering the “Digi” shift’ during SATTE Conference 2026, where the discussion was steered by Sandeep Dwivedi, Managing Director, Amadeus South Asia‏.

What was once positioned as a future-facing innovation is now deeply embedded in the industry’s operating core, influencing everything from when and where people travel to how companies’ price, personalise and service journeys at scale. At SATTE 2026, this shift came into sharp focus, with industry leaders underscoring that AI is not just enhancing decision-making, it is fundamentally rewiring it.

As announced at the recent Agoda Media roundtable, Booking Holdings will soon be unifying Agoda, Booking.com & Priceline B2B arms, aiming at simplifying engagement for global partners and enhancing innovation capabilities. Agoda senior officials also shared some interesting data around the APAC region highlighting a growth of about 9% CAGR (2025–2027), far outpacing other regions.

AbhiBus aims to strengthen passenger safety, improve operational visibility, and enhance driver accountability using Fleetx’s AI-powered technology. The integration enables end-to-end visibility with multi-camera monitoring, 24x7 recording, and live streaming - even when buses are stationary. AI-driven alerts help detect risks such as driver fatigue, distraction, and unsafe driving, allowing...

Niral Ramani, Country Head – India, outlines how the company is doubling down on AI-led innovation, integrated platforms and ecosystem partnerships to unlock growth for hotels and accommodation providers in 2026 and beyond, keeping a keen eye on 35% growth ahead.

Visit Hungary has expanded its relationship with Amadeus to incorporate travel agencies into its targeted digital campaigns. Through this collaboration, Visit Hungary has increased awareness and bookings to the destination among travel agencies, helping drive year-round demand, delivering a 20% increase in bookings made via travel sellers year over year...

SITA has integrated Google’s Find Hub item locating sharing feature into WorldTracer, the global system used by airlines to find and reconcile delayed and mishandled baggage.  This integration marks a significant shift, allowing passenger-authorised location data from major global mobile platforms to be seamlessly incorporated into the baggage recovery process...

SITA has launched Advance Flight Delay Notification API to give airlines and airports earlier visibility of potential delays, allowing teams to act sooner and limit disruption before it escalates. The financial impact of late intervention is already significant. The International Air Transport Association (IATA) estimates that air traffic flow management delays in Europe alone have cost...

Responding to both the excitement and anxiety surrounding travel choices and to help travellers compare options effortlessly, Skyscanner also announced the launch of its Cheapest Destination Planner.

The insights are drawn from STAAH’s network of partner properties and the booking data processed between January and December 2025. This year’s list said to reflect a continued rise in domestic travel demand, the influence of value-driven consumers, and the growing popularity of direct booking tools.