Technology Challenges in the Travel Sector
Technology fragmentation has emerged as the most significant challenge facing the travel industry, according to a survey conducted by HBX Group during MarketHub Asia 2026. The survey, which gathered insights from over 450 industry leaders, revealed that 34% of respondents identified the complexity of integrating various technological systems as the sector’s primary obstacle, surpassing concerns about demand.
While volatility and cost pressures were cited by 24% of respondents, and talent shortages by 15%, the difficulty in orchestrating complex systems across channels and partners remains the foremost concern. Additionally, 31% of participants pointed to intensifying competition as a barrier to growth, with technology integration complexity following closely at 27%.
Despite these challenges, there is a moderate level of confidence in existing technology stacks, with respondents rating their confidence at an average of 3.7 out of 5. However, only 19% expressed the highest level of confidence, indicating room for improvement.
Investment priorities for 2026 show a strong focus on AI, data, and automation, with 38% of respondents planning to allocate budgets toward these areas.
Javier Cabrerizo, Chief Strategy, Transformation & AI Officer at HBX Group, noted, “The industry is no longer constrained by demand; it is constrained by complexity. Integration is the real competitive advantage.”
The findings suggest the travel sector is transitioning from a recovery mindset to a phase of structural reinvention, where integration and scalable AI will be crucial for future growth.
