RateHawk, a B2B travel booking platform, and PhocusWright, a tourism research think tank, have released a joint study outlining 10 key trends expected to shape global travel distribution by 2036.

The report highlights evolving traveller behaviour as a major industry driver, with both traditional and digital-native travellers demanding more personalised experiences.

Social media and digital platforms are increasingly influencing travel decisions, leading to more fragmented demand patterns and pushing travel providers to diversify offerings and expand distribution channels.

It also points to rising global uncertainty driven by geopolitical and economic volatility, which is increasing price sensitivity and encouraging more spontaneous bookings.

In response, the report says travel professionals are focusing on more resilient supply models, integrated “all-in-one” booking solutions, and stronger API connectivity to enable faster responses to market changes.

Technology, particularly artificial intelligence, is identified as a key force transforming the industry.

The study notes that 57% of travel professionals surveyed in 2026 view AI positively, although adoption levels vary depending on use cases.

The report suggests AI-driven workflows will increasingly automate operational tasks, allowing greater focus on customer service.

However, it stresses that successful adoption will depend on improved data quality, standardised systems, and strong technology partnerships to ensure operational resilience in an increasingly complex travel ecosystem.

“We created this report as a practical guide to help travel businesses navigate the industry’s fast-changing environment. It explores key shifts across the most important parts of the travel ecosystem, including the broader market landscape, traveller behaviour, and technological adoption, and is designed to help travel professionals identify the most important actions needed to stay competitive over the next decade,” shares Astrid Kastberg, Managing Director of RateHawk. “The report is based on data analysis from Phocuswright and RateHawk, as well as a series of in-depth interviews with leading industry players, ensuring it addresses the most relevant questions faced by decision-makers and travel professionals on the frontline.”

“Amid rapid industry transformation and the many challenges ahead, one thing remains constant: travel professionals need powerful, intelligent tools to stay ahead. This is where we see RateHawk’s role in the next decade — to stand alongside our retail and API partners, empowering them with the technology, supply, and operational infrastructure they need to grow faster, operate smarter, and unlock new opportunities,” concludes Kastberg. -TradeArabia News Service