The power of travel 2050 | a study by Google and A&M
THE POWER OF TR[AI]VEL 2050
Our Perspective on The Next Golden Era of Travel
Travel is entering a powerful new chapter. Rising prosperity, longer lifespans, and evolving lifestyle priorities are turning travel from a luxury into a global necessity. At the same time, fast-shifting corridors, new consumer behaviors, and emerging technologies are reshaping how, where, and why people move around the world.
This study, developed jointly by Alvarez & Marsal and Google, combines deep sector expertise with advanced data and analytics to quantify the implications of these forces. Drawing on predictive models fueled by billions of search queries, tens of thousands of tourism datapoints, and airline travel trends, it paints a robust picture of the long-term trajectory of both domestic and international travel.
The results reveal a sector with extraordinary potential but growing complexity. From the rise of APAC and the resilience of domestic travel, to the strategic importance of commercial zones and the transformative role of AI, we outline the key dynamics that will define the industry through 2030 and beyond. This report aims to help travel operators, investors, and policymakers anticipate the next golden era of travel and prepare to lead it.
Download The Power of Travel 2050 Executive Summary
This Executive Summary uncovers the key trends and structural shifts redefining global travel, offering a forward-looking perspective on how demand will evolve, where value will concentrate, and what actions operators must consider to thrive in the next era.
HOW A&M CAN HELP
Travel operators are entering a phase where strategic decisions will increasingly be guided by AI and machine learning. At Alvarez & Marsal, we leverage agentic AI powered predictive models to forecast tourism flows and quantify future demand across markets and destinations.
This forward-looking perspective enables more informed network planning, investment prioritization, and commercial strategy.
Combined with our operational and financial expertise, we help travel operators translate data into action, building resilient plans, smarter allocation decisions, and sustainable competitive advantage.
This study has been developed by senior travel and hospitality leaders alongside data and analytics experts
Travel’s foundations are stronger than ever. We are entering a new golden era for the industry, and AI will be the defining force transforming how we operate, compete, and deliver value to guests while remaining at its core a business of humans serving humans
Raul Gonzalez
CEO EMEA at Barceló
Travel is a Fast Market of demand constrained by a slow industry of supply: a structural gap that forces reactive firefighting to clear distressed inventory. Agentic AI resolves this asymmetry. It acts as the infinite scaler of decision-making, shifting the commercial mandate from chasing volume to architecting yield to drive both operational efficiency and commercial efficacy
Hany Abdelkawi
Head of Travel, International Growth, EMEA, Google
The coming decades in the tourism industry will be shaped in developed countries by a larger senior population eager to travel, a growing interest in premium and tailored experiences, and an increasing demand for long-haul travel. Adapting to these trends will be essential for travel companies to succeed
Juan Cierco
Chief Corporate Director at Iberia
The next wave of travel growth will not automatically translate into sustainable value for companies. Historically, the industry has struggled to capture its fair share of value, and new travelers, new corridors, and technology disruption are now adding a complexity tax that will further challenge legacy models. Capturing a fair share of the coming growth will require companies to rethink customer acquisition, footprint expansion, and operating models
Jorge Gilabert
Managing Director | Co-Head of Travel, Hospitality, Leisure at A&M
Winning the next era of travel starts with earning loyalty early. Gen Z travelers, born between 1997 and 2012, will be at peak spending power by 2050 (38 to 53 years old). Brands that build emotional connections today through curated partnerships, hyper-personalized experiences, and reimagined loyalty will be best positioned to capture this moment of reinvention
Miguel Hernandez-Bronchud
Director Travel, Hospitality, Leisure at A&M
AI is the new operating system for the travel industry, built to drive profitability at a global scale by automating millions of operational decisions. This same system is what transforms the traveler's journey, creating a seamless experience from the first moment of inspiration through the trip itself
Maialen Carbajo
Director Travel, Retail & Aggregators, Google Spain
Our research calls domestic travel the ‘loyalty engine,’ and data proves it. It's one of the best predictors of future international travel. With the right analytics, brands can identify and nurture these travelers today to secure profitable international customers tomorrow.
Mayte Ballestar
Head of Analytical Consultants, Google Spain
Travel operators will increasingly rely on AI and machine learning to guide strategic decisions. Our use of agentic AI–powered predictive models delivers a forward-looking perspective on global tourism flows, enabling more informed planning across markets and destinations
Michael Eiden
AI/ML Managing Director at A&M
Google AI simplifies the complexity of travel advertising. With AI Max for Search, we empower our partners to automatically identify and connect with their most valuable travelers. This isn’t just automation; it’s smarter personalization that drives marketing returns.
Sergio Torrijos Selma
Senior Head of Sales, Travel, Google Spain
By 2050, APAC will overtake Europe as the new volume and spend leader, driven largely by short-haul regional growth and the rise of potential traveler population. Europe will remain a yield-fortress market, with a mature demand base, higher spend per trip, and incremental growth skewing toward long-haul travel
Juan Calderón
Senior Director Travel, Hospitality, Leisure at A&M
