'AI is transforming travel’ - Or is it? Starting with four possible scenarios that the global travel industry could be facing in the age of AI, this session focuses on what every hotel and travel company can start doing today to protect demand and stay relevant in times of disruptive innovation. Will agentic commerce eventually reshape the customer journey? Are traditional websites going to become obsolete? And what will be the role of a brand in a world of LLM-filtered results and zero-click search? While the future gets written, learning how to separate ‘signal’ from ‘noise’ is key. ​ Participants will leave this session armed with perspectives from global leaders, fresh industry data, and one practical framework to start leading through innovation -not just reacting to it.