RateHawk, the B2B platform for booking hotels, flights, and transfers, convened its Futurecast online event, drawing executives from TikTok, Travelport, Lufthansa City Centre, and MakeMyTrip to dissect the shifting currents of travel distribution. The discussion zeroed in on how artificial intelligence, application programming interfaces, and the preferences of Generation Z are redefining how travel products are marketed, sold, and delivered.
Astrid Kastberg, Managing Director of RateHawk, opened the session by noting that the industry is moving faster than ever, creating both openings and obstacles for travel businesses. She stressed that agility is no longer optional for airlines, hoteliers, and tour operators.
Gen Z Demands Authentic Content
A central theme was the growing influence of Gen Z travellers, who increasingly bypass traditional advertising in favor of genuine, user-generated content. Siiri Palisaar from Lufthansa City Centre urged travel agents to shift their marketing strategies. “Travel agents should advertise and create content on social media and digital platforms themselves because it’s where their audience is,” she said. The remark underscores a broader trend: travel brands from Singapore Airlines to Marriott are investing heavily in TikTok and Instagram to reach younger demographics.
The event also highlighted the role of APIs in enabling real-time connectivity and personalization. Sinead Reilly from Travelport noted, “We're only at the beginning of what APIs will enable in terms of personalisation and connectivity.” Ilya Kravtsov, Chief Commercial Officer at Emerging Travel Group, added that demand for travel APIs will accelerate as businesses seek to streamline operations and refocus on customer service. This aligns with the broader industry push toward modular, API-driven architectures seen in platforms like Amadeus and Sabre.
Felix Shpilman, CEO of Emerging Travel Group, encouraged early adoption of AI technologies, while Kravtsov cautioned that human interaction remains vital for delivering empathetic service. Kastberg concluded that success will favor those who embrace change with confidence.
The Futurecast event was part of RateHawk’s 10th anniversary celebrations and included a joint study with Phocuswright on future industry trends. For a deeper dive, see RateHawk and Phocuswright Study Maps 10 Trends Reshaping Travel Distribution by 2036.
As travel distribution becomes more data-driven, the insights from Futurecast offer a roadmap for travel professionals navigating the intersection of technology and consumer behavior. The message is clear: adapt to AI, embrace APIs, and meet Gen Z where they are—or risk being left behind.
