Keynote Insights from Digital Travel APAC 2025
During the keynote at Digital Travel APAC 2025 in Singapore, Annie Urwin, Mastercard’s vice-president of retail and commerce, highlighted the transformative role of generative AI in revolutionizing travel strategies. Urwin pointed out a disconnect between consumer search behaviors and their actual decisions, urging companies to adapt quickly to evolving customer expectations.
Shifts in Strategy
Urwin elaborated on two significant shifts shaping organizational strategies:
- Real-time insights through generative AI.
- The importance of experimentation for growth.
Contrary to the belief that the travel industry lacks data, Urwin emphasized that there is an overwhelming amount of information, but clarity is often missing. According to her, “There are more dashboards than decisions, more reports than results. We’re measuring everything, but understanding very little.”
Harnessing Generative AI
As companies struggle with raw data, Urwin stressed the importance of synthesizing this information. She described how generative AI can assist teams in interpreting data effectively, moving beyond mere gut instincts in decision-making.
Evolving Traveler Behavior
Urwin noted that traveler behavior is rapidly changing, challenging traditional linear models of booking and conversion. Companies like Mastercard are leveraging both data and innovative technologies to stay ahead of these changes.
Urwin concluded with her guiding framework, the “Secret SAUCE”:
- Spot the signals
- Ask better questions
- Unlock your data with suitable tools
- Create experiments based on the insights
- Empower teams with the right tools for enhanced performance.
