Amadeus believes the 90s will shape travel in 2025, Hilton says it’s childhood nostalgia, and SAP Concur expects innovation to play a role. But if you ask Travelport what trends Travel Agents should look out for this year, they’ll say it’s a mix of transparency, AI and subscription models.
The global technology company this week released its 2025 State of Modern Retailing Report which explores cross-industry insights and critical trends that will reshape the travel industry over the next 12 months.
From financial transparency to the emergence of subscription models and adoption of AI, Travelport’s Chief Marketing Officer, Jen Catto, says one thing is clear, and that’s the industry and their clients are seeking simplicity and trust.
“Our latest research shows that travel has reached a tipping point,” Ms Catto explained. “Modern retailers who embrace radical transparency, adopt AI responsibly, and deliver streamlined experiences will thrive in this evolving landscape.”
The report was released shortly after Travelport appointed Andrew Jordan as the new Chief Product and Technology Officer, responsible for delivering products and technology that will simplify travel technology for the company’s customers like Turkish Airlines, Emirates and of course, Travel Agents. With 25 years of experience in digital transformation, Mr Jordan believes he’ll be able to empower Travelport users and “elevate the experience overall”.
Congratulations Mr Jordan!
Now, back to the trends. Here are the five trends Travelport expects to shape the industry over the year:
1. Clarity in cash will conquer the clients
When it comes to booking travel, holidaymakers are increasingly confused by pricing and offers. Around 56% of travellers surveyed by the tech company reported confusion around airline offers, in particular, because they lack simplicity.
Travel Agents looking to impress prospective clients are encouraged to KISS (keep it simple sally) when it comes to providing quotes or anything financial.
“Travel brands must embrace agile, API-led technology that enables seamless integration of new content, data, and features,” the report read. “Those who simplify the shopping experience will stand out in a crowded market.”
2. Get to know your friendly neighbourhood AI
Artificial intelligence can be somewhat intimidating but according to Travelport, Travel Agents will need to push past that fear and adopt advanced tech to stay ahead of the game.
Over the last year, we’ve seen AI go online at Dubai Airports, Saudi Arabia launch an AI-powered smart guide named ‘SARA’, Oman reveal its investigating AI, and that’s just to name a few. This year, Travelport expects the adoption of AI to accelerate, with 58% of people using it in their personal or professional lives.
Travel Agents will need to stay ahead of the game, particularly because the use of AI in the travel industry is ranked in the top three industry for AI trust, with 42% of consumers trusting travel brands that use AI responsibly.
For Travel Agents the use of AI could include setting up an AI-powered chat section on their website or seeking AI assistance in delivering itineraries.
“AI-driven tools will revolutionize travel retailing in 2025, from predicting travel behavior to curating personalized offers,” Travelport said. “For agencies, AI will simplify managing multi- source content and enable more effective customer service and upselling.”
3. Secure loyalty through travel subscriptions
Subscriptions to news outlets, vitamin deliveries, pet requirements – you name it and these days, there’s a subscription available for the product. So why should travel be any different?
Travelport suggests that Travel Agents, particularly those operating online, provide their customers with a subscription service to boost revenues and margins.
According to the tech company, around 35% of travellers surveyed expressed interest in signing up for travel subscriptions this year.
“Benefits such as convenience, cost savings, and exclusive perks make subscriptions a compelling alternative to traditional loyalty programs,” Travelport added.
4. Partner up and simplify products and services
The idea of simplicity reoccurs when it comes to available products and services in 2025. Travellers have once again expressed confusion with the number of options available when it comes to travel, and a way to mitigate that, according to Travelport, is to team up and streamline services.
Using streaming services as an example, Travelport revealed 56% of consumers felt overwhelmed by the choice overload and the amount of content available. Around 75% of those said they would prefer one bundled subscription to simplify the product.
“Travel is no different,” Travelport said. “Forward-thinking companies are forming unconventional partnerships to meet consumers where they shop. For example, low-cost carriers (LCCs) are opening their content to travel retailers, recognizing that a multi-channel approach simplifies the consumer experience while driving loyalty.”
5. Avoid deceptive pricing and marketing
In 2025, travellers are done being told the cost of travel will be one price but then finding out it’s a completely different cost once extras and added in.
To avoid frustration and ‘consumer-washing’ (as the mismarketing is being described by Travelport), Travel Agents and the industry are being urged to be transparent with pricing this year (and beyond).
The tech brand revealed that 44% of travellers surveyed ranked airlines, hotels and travel companies as the biggest offenders of ‘consumer-washing’, followed by credit card companies.
“Modern retailing requires honesty at every stage of the customer journey,” Travelport added. “Brands that eliminate hidden fees and agencies that present clear, comparable options across suppliers will earn customer loyalty. Radical transparency is not just a necessity—it’s a competitive advantage.”
