The role of technology professionals, in the travel sector and across the wider economy, is more crucial than ever before.

These skilled individuals foster innovation, drive efficiency and support the digital transformation of entire industries.

As technology companies think about recruitment and retention in 2025, they need a deeper understanding of what motivates them and will help them flourish.

Leading travel technology provider, Amadeus, today unveils findings from a new independent global study, Innovating the Culture of Tomorrow.

The study explores the answers to these key questions by capturing the five priorities which are front of mind for technology professionals across eight markets:

Nearly all tech professionals see career changes ahead and will leave if they don’t get the right training

The technology workforce can see that job roles are evolving fast, placing renewed emphasis on continuous workplace learning.

Some 40 per cent of technology professionals anticipate having to pivot their careers at least three times to keep up with emerging technologies, like Artificial Intelligence (AI), machine learning (ML), extended reality and cloud computing.

Only six per cent of respondents globally considered that they would not have to evolve their roles at all. 

Around a quarter (24 per cent) of global technology professionals believe the company they work for currently does not invest enough in their training.

Aside from financial incentives, half (48 per cent) rank training on new technologies as a key factor to prevent them from moving elsewhere.

This focused training was prioritized considerably above reduced workload (24 per cent), feeling cared for as an individual (30 per cent) and achieving a better work/life balance (36 per cent).

Innovation is a magnet for tech professionals even above salary

Technology professionals chose ‘being innovative’ as the single most important factor when selecting a potential employer, ahead of salary.

Moving beyond aspiration, respondents at innovative companies were over five times more likely (43 per cent) than those at non-innovative companies (eight per cent) to say they were ‘very happy’ at work.

Conversely, global tech workers at companies not perceived to be innovative were four times more likely to say they were thinking about leaving within the next year.

“Today, the technology workforce spans at least four generations.

“Each one of these generations has experienced how quickly and dramatically things regarded as constant can change.

“Today, being within an innovative business or using the latest technologies promises tech professionals guaranteed progress and security in an otherwise insecure world. In the study, being perceived as innovative was so important, that the average technology professional said they would consider taking a 21 per cent pay cut to work with the leading brand in their sector.

“Two key findings emerge – companies looking to attract first class technology talent need to find ways to clearly communicate their innovation achievements, and employers looking to retain their talent need to invest in the training and development of their employees to be leaders in their fields,” said professor James Berry, founder of the UCL MBA

DE&I is a central focus for tech professionals, particularly AI Engineers

Four-in-five (79 per cent) technology professionals want the company they work for to evidence its Diversity, Equity and Inclusion (DE&I) credentials.

Among the technology roles questioned, AI engineers were the most likely (53 per cent) to rank a company being able to prove its DE&I credentials as ‘very important’  33 per cent above average.

This marked spike among AI engineers is particularly interesting against the wider context of growing concerns about biases being inadvertently built into AI models.

Ping pong tables are out, collaboration spaces are in

Contrary to popular conceptions of innovative workplaces needing ping pong tables and music playing, tech workers observe that providing a ‘buzzy environment’ (13 per cent) and recreational activities on-site (31 per cent) were the least helpful in fostering innovation.

Instead, going back to basics with improved technology (56 per cent), physical tools like the right desks and equipment (53 per cent), and a quiet space (49 per cent) as well as facilities to meet with the team face to face to brainstorm and test ideas (48 per cent) were seen as the most conducive to promoting innovation.

Improvements still needed to support psychological safety and mental health in tech companies

Creating the right psychological environment is key too.

Around one in five tech workers (18 per cent) do not feel they are encouraged to be innovative at work with a further 11 per cent believing they do not have the freedom to experiment with their ideas, whether they succeed or fail.

Positively, almost two in three (63 per cent) technology professionals feel comfortable talking about their mental health at work – but there is work still to be done.

Nearly a fifth of those questioned said they would be actively uncomfortable (17 per cent) with a further 20 per cent of people undecided if they would feel comfortable talking about their mental health at work. 

“At Amadeus, we believe that innovation is the cornerstone of progress.

“This research underscores the importance of fostering an environment where creativity and continuous learning are at the forefront.

“By empowering our technology professionals to explore new ideas, supported by a collaborative, inclusive and caring culture, we are not only advancing the travel industry but also creating a workplace where our employees can thrive and achieve their full potential,” said Ana Doval, senior vice president, people and culture, Amadeus

More information – methodology

Opinium Research questioned 2,200 technology professionals from eight markets – India, France, Spain, Turkey, Colombia, Philippines, USA, and the UK – in the third quarter of 2024.

Respondents were aged from 18-55+ and are employed in a representative cross-section of technology professions. 

Open questions were analysed by Mercury Analytics.