Decius Valmorbida, Amadeus’s President of Travel, envisions a shift towards an open and collaborative travel industry. Emphasising the need for shared frameworks, Valmorbida expressed his views ahead of his talk at the Skift Global Forum, scheduled from September 22–24, 2026, in New York City. He asserts that the industry often competes excessively within closed systems, neglecting the cooperative frameworks that could benefit all stakeholders.
Focusing on Sustainable Innovation
As Amadeus approaches its 40-year milestone, Valmorbida reflects on the company’s strategic focus on longevity rather than fleeting trends. He emphasises that decisions should enhance their long-term strategy and address genuine customer needs, not just follow current hype. The company has remained consistent in its investments regardless of economic conditions, emphasising the value of lasting technological development.
Prioritising Traveller Empowerment
Valmorbida advocates for greater traveller control amidst increasing complexity in travel experiences. He believes that an open ecosystem, where data is shared responsibly, can provide travellers with more freedom and value. Technology like AI and digital identity can support this transition, aiming for a seamless experience where the traveller is central.
Building Trust Through Consistency
In today’s evolving landscape, Valmorbida notes that the relationship between travel brands and travellers is shifting towards experiential engagement. Trust, built through delivering consistent and reliable experiences, is now a critical differentiator. Though technology plays a role, the true measure is whether these tools enhance trust and deliver the expected value throughout the traveller’s journey.
The Necessity of Cooperation
Valmorbida points out that while competition is essential for brand and product development, the travel industry could gain from more cooperation in areas like identity, data standards, and interoperability. By working together on these foundational elements, the industry can eliminate friction from the travel experience, creating a seamless environment for travellers.
The upcoming Skift Global Forum will see Valmorbida alongside industry leaders like Uber’s Dara Khosrowshahi, Airbnb’s Brian Chesky, and Hilton’s Christopher Nassetta, discussing these themes in more detail in New York. Attendees will explore the potential impacts of maintaining an investment discipline, embracing an open ecosystem, and building a trustworthy, transformative retailing environment.
Reporting based on coverage first published by skift.com.