Travel planning and booking at the touch of a button.

It’s an idea that’s been talked about in the context of artificial intelligence travel planning, the connected trip and data sharing.

“I think now the focus of the innovation is around bringing this idea that the traveler is buying trips, and we need to have a connected trip, and we need to make things simpler,” said Decius Valmorbida, president of travel at Amadeus, during a Center Stage interview at The Phocuswright Conference.

But there’s a problem: Many industries, Valmorbida said, have gone through the process of simplifying and have seen external disruption.

“I think that is the focus of everyone here on how we as a travel industry build that solution and it requires collaboration, because it is a big ecosystem,” he said. “So I think AI … it is important because it is the means to an end, but I think the end is customer-centricity.”

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