The What if? Imagining the future of the travel industry study was commissioned by Amadeus, and researched by A.T. Kearney in cooperation with some of the best minds in the technology and travel industries.
The objective of the report is to evaluate all the factors that are, or may soon be, transforming our industry. The result is not an attempt to predict the future, but possible scenarios that are the result of a confluence of factors, including the most relevant global political and economic trends, technological advances, regulation, demographics and social change, and crucially, how they interact with each other. These scenarios, and their implications for the global travel ecosystem, are the object of this paper.