Sessions
Wednesday, 17 June 2026
09:30 – 09:55 CET
As travelers shift from traditional search to AI-driven discovery, travel companies are being forced to rethink their product messaging—fast. From building partnerships with AI platforms and emerging aggregators to restructuring content for visibility in large language models, the rules of engagement are changing rapidly. In this session, leading travel companies share how they are reenvisioning product positioning, tech and talent—and review what’s working, what’s not and how they are reallocating resources to stay competitive in an AI-first landscape.
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Wednesday, 17 June 2026
11:35 – 12:05 CET
AI is starting to compress the path from discovery to decision-making, raising new questions about how travel sellers are found, evaluated and chosen. As agentic commerce develops and interfaces become less dependent on traditional websites, companies may need to rethink the assets, content and capabilities that drive visibility and conversion. This session begins with Microsoft’s perspective on the shift and expands into a broader discussion of what an agent-driven future could mean for travel.
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Wednesday, 17 June 2026
16:30 – 16:50 CET
As the day comes to a close, this session brings a few thoughtful voices from the audience to the stage to reflect on the ideas, debates and signals that stood out most. What felt genuinely important, what challenged assumptions and what deserves more attention as the industry moves forward? The conversation may also open to the wider audience, creating space for a more candid and collective reading of the day.
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