Smart Travel Tech Gains Momentum at ATM 2025
Smart Travel technology is transforming the global tourism industry, changing how travellers plan, book, and experience their journeys.
A new report by Tourism Economics on behalf of Arabian Travel Market (ATM) revealed that 60% of travellers in the UAE trust Artificial Intelligence (AI) to manage every aspect of their trips. This is higher than the 48% reported in other countries. The report predicts further growth as technology becomes deeply embedded in consumer behaviour.
AI is emerging as a vital tool for those planning trips to the Middle East. Nearly six in ten travellers have used AI for travel planning, with 21% using it before their most recent trip.
The research highlighted: AI's role in offering personalised recommendations and booking experiences
Travel firms using AI to improve customer service and drive economic growth
ATM 2025 served as a platform for discussions on digital transformation in travel and tourism. Experts from technology, hospitality, and events sectors shared insights on AI-powered tools, personalised platforms, and data-driven solutions.
Amy Read, VP Innovation at Sabre Hospitality, emphasised that technology should enhance, not replace, human connection in hospitality. She noted that innovation should amplify key moments and free up staff for more meaningful guest interactions.
Read added that guest expectations have evolved. Today's travellers expect instant responses, leading to tools like SynXis Concierge AI. This generative AI solution supports hoteliers by offering immediate, accurate responses and reducing reliance on individual staff knowledge.
Another innovation is Miral's AI concierge, Majd Al, used at Yas Bay Waterfront and Ferrari World Yas Island in Abu Dhabi. It provides personalised suggestions based on individual visitor preferences.
Other organisations, like Almosafer and Expedia TAAP, are building tools based on consumer pain points. This user-driven design ensures their technology aligns with real customer needs.
AI is also reshaping the business events (MICE) sector. With the global meetings and events industry expected to reach USD 945 billion in 2025 and over USD 2.3 trillion by 2032, scalable AI tools are in high demand. AI now helps automate sourcing, translate content, and generate tailored event experiences.
Despite these advances, experts warned against over-reliance on AI. They stressed that technology should support, not replace, authentic human engagement.
Danielle Curtis, Exhibition Director ME, Arabian Travel Market, stated that the most effective technologies improve efficiency and amplify human interactions. She underlined the industry's focus on responsible innovation by keeping people at the heart of tech solutions.
ATM Travel Tech saw over 26% growth in showcased products this year, highlighting the sector's expansion. ATM 2026, set for 4–7 May, will further explore technologies shaping the future of smart travel.
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