Phocuswright Europe 2025 – AI agency takes center stage

Phocuswright Europe 2025 kicked off in Barcelona last week, welcoming over 600 attendees from 20+ countries to discuss the future of travel.  The event highlighted the booming travel industry, tempered by geopolitical and economic concerns.  A key theme was the disruption in travel distribution, with technology reshaping customer loyalty and content control.  Speakers emphasized AI’s growing role, with insights from TripAdvisor, Expedia, Accor, Booking, and Google.  The conference also featured startup pitches, investment trends, and exclusive research on traveler behavior, AI adoption, and sustainability. Sustainability and AI remain top priorities Sustainability remained a priority, with Trip.com Group sponsoring carbon offset initiatives for the event. Attendees engaged in interactive polls and networking, reinforcing Phocuswright’s commitment to industry collaboration.  Research presentations covered AI-driven consumer trends, startup funding, and ski travel insights.