Last year, I spent quality time with over 100 partners, across our world, in glamorous restaurants, to small, hole-in-the-wall pubs. Real, open conversations about what they see coming next for their businesses, their guests, and our industry.
Here are 7-Signals I’m Seeing Across Global Travel:
January started slower than expected … until last Monday. Suddenly, partners sharing “record-breaking Mondays” started popping up in chat groups. Whispers of “best year yet” quickly followed. At the start of ‘26, we’re seeing booking levels above pre-COVID benchmarks. Long may it continue.
Guests don’t remember hotels unless they’re awful. They remember people; the guide who made them laugh, the waiter who shared a story, the artisan who taught them something new. DMCs remain essential because we facilitate human connection.
AI can optimise systems, but it can’t replace humanity. As technology accelerates, successful businesses will be those that double down on community, connection, and culture, not just administrative efficiency.
People are the heart of travel; they always will be; don’t lose sight of that.
We’ve moved well beyond banning plastic straws. More partners are actively seeking regenerative travel and meaningful community impact. Supporting local communities, and social initiatives is no longer a “nice to have”, it’s a fundamental brand and commercial differentiator.
CSR is evolving fast. If you’re not doing anything, you’re being ignored. Supporting local businesses, small operators, and community-led experiences is more powerful than backing faceless global brands.
Our own educational travel programmes and the launch of Kaura Bali are strong examples of how commercial growth and community benefit can and should move together.
Look past the AI hype, and 2026 is all about speed. Discova is developing APIs that allow travel agency partners to connect with our systems, dynamically price, and book itineraries faster, dramatically improving their conversion rates and profitability.
AI is also playing a growing role behind the scenes, helping route enquiries to the right specialists and kick-start itinerary planning even faster.
More partners are embracing slower itineraries, deeper cultural immersion and purpose-driven journeys.
Commercially, it makes sense; experientially, it makes even more sense. Staying longer in one place leads to more sustainable outcomes and richer guest experiences, especially in off-the-beaten-path destinations. Happier guests leave better reviews and return year-after-year.
Indonesia is making a very deliberate move toward a more mass-affluent traveller profile by signalling its new ‘bank statement ruling’
The goal? Guests who stay longer, engage more deeply, and spend locally. The direction is toward quality, not volume.
Other countries in the region (and I) will be watching this experiment closely.
If any of these signals resonate with you, I’d love to continue the conversation. I’ll be at ITB Berlin 2026 (3-5 March), always happy to grab a coffee and talk about what’s next for our industry.
Thanks,
Chad
Want to know more?
If you’d like to book an appointment to meet us at ITB Berlin 2026 or contact one of our agents, we’d love to hear from you!
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