The Digital Travel Summit Europe is set to land at the prestigious Hurlingham Club in London Nov. 19-20—an elegant venue befitting the event’s 10th anniversary.
Held annually alongside its U.S. counterpart that takes place each September, the Summit brings together senior executives from across the travel industry to explore the established and emerging technologies reshaping the sector.
While the travel industry has largely moved beyond the turbulence of the post-pandemic era, this year’s event is expected to generate significant discussion around “harnessing AI, automation and data to drive personalisation, loyalty and operational efficiency,” said Ruwayda Hassan, Digital Travel Summit’s editorial director, and a conference producer at Worldwide Business Research (WBR), the organization behind the event.
In all, around 200 industry leaders are expected to attend, Hassan confirmed, for an agenda structured with five core content formats:
1. Keynote Sessions
Designed to “set the tone for the day,” the keynotes will focus on high-level industry themes such as “AI-powered transformation,” according to Hassan.
Notable keynote speakers include Rufino Pérez Fernández, the chief operating officer and global transformation lead at NH Hotels, who will open day one; and Lissa Pritchard, the head of innovation: development, thought leadership and customer experience at International Airlines Group (IAG), who will kick off day two.
2. Case Studies
A wide selection of 20-minute case studies will showcase “real-world solutions from challenges that are being faced in the industry,” per Hassan.
“It gives delegates tested solutions and practical implications to adapt their ideas,” she said.
Key topics will—perhaps unsurprisingly—include the use of AI to drive performance, how strategic rebranding efforts can increase bookings, plus tips for maximizing CRM personalization and more.
3. Panel Discussions
Panels will offer a range of perspectives across sectors—including airlines, online travel agencies (OTAs) and hospitality, Hassan said—“to compare insights and allow delegates to identify challenges and hear different viewpoints.”
“Delegates can share opinions and shape the dialogue in real time,” she added.
4. Workshops
Workshops will be “hands-on and practitioner-led,” Hassan said, providing “deep dives into specific focus areas.”
Designed to tackle real-world challenges, these sessions will guide attendees through “transformation roadmaps” addressing issues like breaking down organizational silos, embedding data strategies and scaling AI responsibly.
Workshop attendance is capped to “encourage active participation, group exercises and peer feedback,” Hassan noted.
5. Interactive Roundtables
Roundtables will vary in format across both days to keep conversations fresh and inclusive.
- Nov. 19 will feature two themed tracks—AI and Digital Marketing—with discussions led by senior execs from GetYourGuide, Budapest Airport and Altaï Group, among others.
- To close out day one, “Bubbles & Beer Roundtables” will encourage continued conversation—this time with a drink in hand.
- Nov. 20’s “Wrap-Up Rountables” will pose proactive, future-focused questions such as: “What modern CRM strategies drive customer loyalty, personalisation and revenue to dynamically shape the travel experience?”
With just two days to work with, the Digital Travel Summit is known for its fast-paced blend of content and networking-focused breaks. Still, Hassan’s team keeps the experience fresh each year by introducing new elements.
Here’s what’s new at this year’s Summit:
- A dedicated AI track exploring agentic AI, predictive analytics and conversational booking agents
Separate from the themed roundtable tracks, most of day two’s programming will be split into two focused tracks: “Optimising Your Data & AI Strategy for Scalable Growth” and “Leveraging the Latest Omnichannel & Social Marketing Strategies.”
- An Oxford-Style Debate on whether AI will replace human decision-making in travel
Making its debut on day one, the Summit’s first-ever Oxford-Style Debate will challenge attendees to take a stance on a provocative industry question: “Agentic AI will disrupt and redefine the travel industry as we know it within the next two years. True or false?”
The 30-minute session will be led by Natalia Arcila, NXERA Consulting’s strategic advisor and fractional leader. Attendees can expect to be divided: those advocating for the speed, scalability and personalization of AI—and those defending the irreplaceable value of human judgment, empathy and trust.
- The Digital Travel Summit’s 10-Year Anniversary Celebration
Also on day one, the Summit will toast its decade-long milestone with a celebration in the Hurlingham Club’s elegant Atrium, complete with drinks, canapés and festive networking.
- Expanded industry representation
This year’s event will welcome more representatives from hotel groups and airlines than ever before, according to Hassan, reflecting the industry’s growing interest in digital transformation across all segments.
Tickets are currently available at a discounted rate for travel retailers, solution providers, and professionals from OTAs and metasearch platforms—with the next price increase set for Sept. 26.
For U.S.-based professionals unable to make the trip to London, the next stateside event, Digital Travel Connect 2026, is scheduled for March 23-25 in San Diego.
