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.

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...

The focus is on the introduction of an "Order ID," a new identification number that will eventually replace the previous booking and ticket numbers and bring together all components of a trip.

Travellers who used Gen AI in their planning are reported to have felt more confident in their travel decisions