Who will control travel in 2046: AI companies, governments, or the travelers themselves? What will determine value in an AI-driven industry? And will travel remain accessible to all, or become a privilege?. These questions were at the heart of the inaugural Leadership Exchange, hosted by Phocuswright, a leading global travel research and events company, and ITB Berlin, on March 3, 2026, at CityCube Berlin.. The year is 2046: AI companies control global data flows, travelers rely on intelligent agents to plan and book journeys, and some destinations restrict access to combat overtourism. This is not science fiction, but one of several plausible futures envisioned by senior travel leaders during the closed-door Leadership Exchange.. The Leadership Exchange at ITB Berlin 2026, held under the Chatham House Rule, convened industry leaders in a strategic think tank format to tackle four key questions: Who owns trust? Where does value sit in an AI-native industry? Is travel right or a privilege? And will the sector consolidate or fragment? Its goal: to move beyond trend narratives and provide actionable insight for businesses, governments and stakeholders navigating a period of profound transformation.. A clear narrative emerged across all discussions: artificial intelligence will dramatically reduce friction in travel, but in doing so, it will fundamentally redistribute power.. “The travel industry is entering a structural shift unlike anything we’ve seen since the early days of digitalization,” said Dr. Mario Tobias, CEO of Messe Berlin. “With the Leadership Exchange, we created a space where decision-makers don’t just discuss the future but actively shape it. The choices we make now around trust, data and value creation will define the industry for decades to come.”. ADVERTISEMENT. Trust becomes the new currency. In a world mediated by AI, trust is no longer anchored to a single player. Instead, it becomes fragmented, and more valuable than ever. Built through countless micro-interactions and human signals such as user-generated content, trust must be actively designed into every step of the customer journey.. At the same time, multiple AI-driven booking channels risk blurring accountability, increasing the likelihood of “catastrophic” trust failures in the near term.. “Trust is not an algorithm. There’s no single recipe, and in the future, not only companies, but also consumers will be assessed on whether they can be trusted,” said Mieke De Schepper, CEO of Sunweb Group.. AI shifts value, and challenges brands. As AI agents take over search and discovery, personalization emerges as the industry’s greatest opportunity. Travel experiences will be tailored in real time, based on deep data insights and individual preferences.. However, this shift comes with a cost: traditional intermediaries may lose relevance, and even strong brands could see their influence erode as the “source of truth” becomes the key differentiator.. “
