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Travelport unveiled its 2025 State of Modern Retailing Report and one of the key findings was transparency where modern retailing requires honesty at every stage of the customer journey.  This report, combining new proprietary research and cross-industry insights, outlines critical trends reshaping the travel industry in 2025, including heightened demand for transparency, the emergence of new subscription models, and AI-driven advancements in the travel retail experience. “Consumers are clear about what they want from the travel industry: simplicity, transparency, and trust,” said Jen Catto, Chief Marketing Officer at Travelport. “Our latest research shows that travel has reached a tipping point. Modern retailers who embrace radical transparency, adopt AI responsibly, and deliver streamlined experiences will thrive in this evolving landscape.” Five Key Trends to Watch in 2025: 1. Consumer-washing ends; Radical transparency begins Travel companies face growing criticism for “consumer washing,” a practice where businesses advertise deceptively low prices, hiding fees or conditions until checkout. Nearly half (44%) of surveyed consumers ranked airlines, hotels, and travel companies as major offenders, second only to credit card companies (45%). Modern retailing requires honesty at every stage of the customer journey. Brands that eliminate hidden fees and agencies that present clear, comparable options across suppliers will earn customer loyalty. Radical transparency is not just a necessity—it’s a competitive advantage. 2. Disruptors Delivering Simplicity Will Outpace the Laggards Fintech disruptors have reshaped banking, with 47% of consumers agreeing they’ve made personal finances easier to manage. However, the travel industry lags behind. Over half of consumers (56%) report that airline offers have become more confusing over the past decade. To match fintech’s success, travel brands must embrace agile, API-led technology that enables seamless integration of new …

According to a report from Accor, highly-personalised service is becoming the key differentiator for travel advisors. The report, titled ‘Tailor-Made Touch or Digital Efficiency?’, looks at the strategies, technologies and trends impacting leisure travel advisors in the recovery and beyond. It says that while continually digitally transforming their operations is of course vital, even more important is to develop the services and nurture the partnerships that can help them delight and connect with their customers on a level that is beyond what alternative intermediary models can achieve. The report, focused on the European market, outlines how the pandemic accelerated the transformation of the leisure travel intermediary market, with the widespread adoption of digital technology and many key players shifting their models in a bid to become platform businesses or b2b technology providers. It supports the notion that, used properly, technology from messaging platforms to payments and artificial intelligence can be travel advisors’ best friend, helping them to optimise their capacity with a wide variety of inventory; access powerful digital distribution channels; better understand their customers, market themselves and provide more sophisticated and efficient services. However, it argues that even more key to travel planners’ success as they evolve is the ability to get close to their customers, to provide the high-touch personalised service now expected by travellers. Saskia Gentil, SVP Sales, Europe & North Africa at Accor, explained: “Consumers increasingly value the ability of travel advisors to remove the stress from their trip, tailor it to their preferences, plan every last detail in a flexible way, and be the reassuring presence that takes care of problems when they arise. “The ability to provide this bespoke level of service is a …