Phocuswright News
RateHawk Defines Ten Trends Shaping Travel Distribution over the Next Decade
RateHawk, a B2B online platform for booking hotels, flights, and transfers, and PhocusWright, a leading tourism market research think tank, released a joint study on the future of travel distribution. The report identifies 10 key trends that travel professionals should keep in mind to stay competitive and succeed by 2036. The report was presented at the RateHawk Futurecast online event on June 23, 2026
Italy’s travel market hits €30 billion as inbound tourism surges to record highs
A new Phocuswright report has revealed that Italy’s travel market reached €30 billion in gross bookings in 2025, rising 4.5% year over year as inbound tourism hit an all‑time high. New data from Phocuswright’s Italy Travel Market Brief 2026 shows a market defined by strong demand, rapid digital adoption and continued structural evolution across hotels, airlines and rail.
61% of travel business surveyed experimenting with or scaling agentic AI
All indications are that 2026 will be the year of agentic AI, succinctly defined as gen AI that can accomplish real-world tasks rather than simply outputting content. Agentic AI is already playing a key role in next-generation automation within companies, increasing productivity and reducing costs. According to Phocuswright’s latest research report Budgets, Barriers and the Race to Agentic AI, more than 60% of travel businesses surveyed are experimenting with or scaling agentic AI, with 6% already actively scaling and 22% beginning to scale.
The global travel market continues to grow steadily
The ITB Travel & Tourism Report 2026/2027 shows that the mood in the industry is optimistic, but that strategic preparation often lags behind the challenges of an increasingly complex world. According to data from the market research institute Phocuswright, the European and US travel markets are largely saturated. Speaking at the opening of ITB Berlin 2026 on Monday, Mitra Sorrells, CEO of the US institute said that despite this, she expected global annual growth of around 5.3 per cent until at least 2027. The driving forces were India and Latin America.
84% of travelers “game” loyalty programs, highlighting a strategic approach to travel rewards
Loyalty programs remain deeply embedded in how travelers plan, book and experience travel, but a new 3-part research series from Phocuswright shows that heavy participation does not necessarily translate into consistent brand usage. Instead, travelers are navigating an increasingly complex rewards economy strategically, prioritizing value, convenience and fit over long-term brand devotion. According to Phocuswright’s latest consumer research, 84% of leisure travelers engaged in at least one loyalty “gaming” behavior in the past 12 months, underscoring how normalized optimization has become across points, miles and status programs.
Meet the 19 finalists of the 2025 Global Startup Pitch
Nineteen travel tech startups have been selected for the Finals of the 2025 Global Startup Pitch. The competition, in its fourth year, is jointly produced by WiT and Phocuswright and seeks to unearth the brightest stars in early-stage travel tech. The Global Startup Pitch Competition is supported by American Express Global Business Travel (Amex GBT), a Phocuswright Strategic Partner of Innovation.
Northeast Asia set to surpass $30 billion annual online travel bookings by 2026
The future of Northeast Asia travel is online, with Phocuswright predicting that the region will break through another barrier in online travel bookings by 2026, reaching $30 billion. The latest Phocuswright Northeast Asia Travel Market Report 2023-2027 cites several forces at play. New demand, demographic and strategic dynamics will further reshape travel across the decade as the slump-to-recovery period will transform into stepped growth of overall gross bookings through 2027.
Don’t rely soley on AI marketing in 2025 for direct hotel sales warns Mirai
“Hoteliers wanting to drive direct sales shouldn’t rely solely on rapid AI-based placements for their marketing strategy in 2025” warned Mirai’s Pablo Delgado during an executive panel at Phocuswright – taking place this week in Phoenix, Arizona – titled ‘Travel’s tech driven retail revolution’.
Social media’s evolving role in travel: More than just inspiration, it’s driving bookings
A new study by Phocuswright, a leading travel industry research firm, reveals that social media has evolved beyond a mere source of travel inspiration. It’s now a powerful force driving actual bookings and influencing key decisions throughout the traveler’s journey. The report, titled “F Is for Funnel: Social Media and the Path to Travel Purchase,” uncovers how travelers are increasingly turning to social platforms to not only dream about their next trip but also to plan and book it.
Growth in top travel markets expected to grow between 6-10% per year through 2026
According to new research from Phocuswright, the global travel market is forecasted to grow between 6-10% per year through 2026. The industry has now exceeded pre-pandemic levels, recording a 24% jump in gross bookings in 2023, and a total spend of $1.5 trillion. Phocuswright’s Global Travel Market Report 2024 highlights the growing dominance of online travel, projected to expand at almost 10% between 2023 and 2026. This digital shift is driven by evolving consumer behavior, improved digital infrastructure, and technological advancements. By 2026, online bookings are expected to account for 65% of all travel bookings globally, up from 61% in 2023.
Global Startup Pitch announces 10 winners for 2024 competition
The Global Startup Pitch, a joint initiative by Web in Travel (WiT) and Phocuswright, has unveiled the 10 winners hailed the most promising travel tech startups. These winners were selected from a pool of nearly 200 applicants, representing the best and brightest in travel innovation across four regions: APAC, Europe, North America, and Emerging Markets.