SINGAPORE — As the landscape of Asian travel undergoes a rapid transformation, industry leaders are turning to data-driven technology and strategic partnerships to unlock sustainable growth. Speaking at the “Tech Leaders’ Panel: The Tech Shaping the Future of Travel” during ITB Asia 2026 on October 21, Andrew Smith, Senior Vice President of Supply at Agoda, outlined a strategic roadmap for how accommodation providers can leverage digital tools to capture evolving traveler demand.
For many hotels and destinations, the challenge lies in the sheer diversity of the Asian market. Smith emphasized that while global technology provides the necessary scale, it is ineffective if not deeply rooted in local customer behavior. In a region where preferences for payment methods, language, and accommodation types vary wildly across borders, Smith argued that businesses must synthesize global digital reach with granular local insights.
“We combine our global reach and leading technology with the local knowledge of our teams and partners to understand what travelers really need,” said Smith. “Together, these strengths help hotels reach guests from around the world and adapt as travel demand evolves.”
A significant portion of Smith’s address focused on the paradigm shift in how travelers interact with booking platforms. Artificial Intelligence is moving travel planning away from traditional keyword-heavy searches toward more intuitive, conversational experiences. Modern travelers are now inputting long, descriptive queries to define their desired experiences, rather than relying on simple destination or hotel name searches.
To meet this shift, Agoda has introduced an AI Assistant that allows users to explore complex travel ideas, compare flights and activities, and iterate on their plans in real-time. According to Smith, the primary goal of this technology is to reduce the friction of the booking process, granting travelers more time to actually enjoy their destination.
“For me, technology should help you find the trip that suits you, book in ways you’re comfortable with, and discover more when you arrive,” Smith noted. “It should give you more time to enjoy the place you’ve come to visit.”
However, Smith offered a cautionary note to industry peers: while the allure of AI and emerging tech is strong, innovation must be supported by robust operational foundations. He stressed that businesses should not prioritize “shiny” new tools at the expense of solving core problems. By investing in strong underlying infrastructure, companies gain the flexibility to innovate effectively as future customer needs evolve.
As the industry looks toward the coming year, Smith’s insights suggest that the future of Asian tourism will belong to those who can successfully marry the efficiency of AI-driven conversational planning with the human-centric reliability of deep, local market expertise. By focusing on these foundations, accommodation providers can better navigate market volatility and identify emerging growth opportunities in an increasingly complex global travel ecosystem.
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