The report from A.T. Kearney, ‘What if? Imagining the future of the travel industry’ highlights two key trends that are changing the travel industry landscape, and agents and the industry at large need to take note: Personalised travel experiences versus mass market Technology enables the collection and making sense of consumer data and the use of Artificial Intelligence to learn about traveller behaviour. In addition, it may help to meet individual needs, instead of a more traditional one-size-fits-all approach. Seamless travel versus fragmentation Truly seamless travel will require governmental co-operation and data sharing between businesses: from airports and airlines to destination services such as hotels, restaurants, and ground transportation. Based on these two key trends, Amadeus and A.T. Kearney have identified four future-looking world scenarios that travel companies need to prepare for today, if they are to maximise future growth and success tomorrow. Get the full story at Travel Weekly Australia