After several years of Future Travel workshops with hundreds of travel and tech experts, we have created a series of narratives and illustrations exploring the many possible futures of the tourism and travel sector. They capture some ideas, hopes, and cautions of our industry and potentially provide a pathway for future travel innovation.
In 2040, Scotland stands as a beacon of environmental transformation. Every street corner, every industry, and every individual life is calibrated to serve a greater ecological purpose. At the heart of this revolution is a sophisticated "score" system, which meticulously tracks citizens' ecological choices, rewarding or penalizing them based on their contributions to the planet. Naya is boxed in: seemingly oblivious to the societal shifts that build around her, like a construction site on overtime. She works in oil –once potentially controversial, now taboo– eats for fuel and consumes what is immediately, cheaply available. Her environmentally conscious sister Saskia is quietly disdainful of her carbon-intensive practices, like having four children.
The Mustermann family would carefully plan each expedition, prioritising accessibility with adventure as their eldest Tobias (Toby to his friends) had specific mobility requirements. They tended to opt for blended holidays: some culture, some sightseeing, and a huge dose of wilderness. Their research had unearthed an electricity-led eco-tourism initiative based out of Northern Scotland, which invited the more immersion-passionate tourist to roam, engage, explore and – key to the project– volunteer for a variety of organisations working to keep Scotland’s natural beauty in tip top condition. The family eagerly utilised the island's visitor data portal to visit attractions during the less busy times; the portal recommended the best time for the family to visit Callanish, for example, and were able to witness the sun rise over the ancient stones.
From the comfort of her living room, Fiona “stepped” onto a makeshift airstrip and took a moment to get a better look at the Solar Air –a pioneering carbon negative airline– craft, trying to puzzle out the intricacies of the green machine. In this vision of the future, carbon-negative technologies and VR experiences blur the line between travel and gaming. Fiona and her partner Gustav became stakeholders in their trip: assisting in the vital rebuilding process, with their efforts rewarded in digital currency, further fuelling the area's revitalisation.
Like clockwork, potentially sensing that the appraisals could be endless, the McDonalds’ individualised AI Assistants politely remind them that it’s time to go. Dad fudges the temple name (Wat Bowonniwet Vihara), cuing more laughter from the collective. The rain stops: is it magic, or did the Assistant use meteorological data to chivvy them at exactly the right moment? As the reunion plan began to take shape, the McDonalds had to quickly accept that they would need divine assistance in formulating a fit-for-purpose itinerary. This is where the AI Assistant –a modern marvel which all clan members had recently begun dabbling with in their separate endeavours– stepped in…
People accuse others of “living in a bubble” like it’s a bad thing. When you really get to thinking, a bubble isn’t actually all bad. In this story, transport bubbles powered by AI provide augmented reality (AR) visualisations, showcasing the rich history of the city by planting key figures and events at the sites the line passed through. On this trip, cutting edge technology could interplay with physical and emotional history, with genuine human connection underpinning the entire endeavour...
The trio gathered around the kitchen table and harangued their virtual travel assistant with ideas. Operation Bol-a-day, as it became known, churned out a series of locations, each combining exploration with contribution. In exchange for their bed and board, the family would offer their time and skills to assist with farm work, creating a meaningful connection and giving back to the local community. The family’s blended holiday showcased the power of combining work and leisure in a sustainable manner.
By her seventh winter living and working there, Janice was beginning to feel the full effects of Berlin syndrome. Recognizing the blend of work and leisure her company’s scheme offered, Janice finally seized the chance to temporarily relocate. She started strong: choosing to languish in the still sun-blessed alleys of Barcelona. Since Janice retained an impeccable track record on her global profile (a secure, digitalised repository of personal information), transactions –be it for her new accommodation or a local delicacy– were swift and secure, thanks to advancements in blockchain technology.
AI Futures Workshop at the Hotel Technology Next Generation Conference, Cascais
These workshops serve as a platform for sparking innovative ideas and exploring potential future scenarios in the travel and technology sectors.
By engaging with hundreds of tech and travel professionals, we've created a creative structure that equips our partners with the insights necessary for futures-ready strategic planning. Our sessions are designed to empower participants, offering valuable perspectives that drive progress and innovation in their fields.
We worked with one writer and nine fantastic illustrators to bring these Future Travel Narratives to life. Find out more about who they are and what they do:
The virtual realm of the Metaverse, once it was tried, tested and tweaked, invited Jet to conceptualise a digital mobility which not only seemed possible, but profitable. Aside from empowering Jet to pursue further education, their AI companion has been co-worker, problem-solver, ideas-bringer; politely inviting Jet to streamline the juggling act of supporting family, work and study. With the Metaverse providing a virtual space for education, and Jet’s digital twin facilitating hybrid working and activation models, the future of work and learning has achieved a new, egalitarian and ambition-driven reality.