What’s Next in B2B Travel Tech? RateHawk Survey Maps Out the Industry’s Most Wanted Solutions

These insights come from the second part of RateHawk’s report, What Supercharges Travel Professionals. RateHawk, a B2B online platform for booking hotels, flights, and transfers, surveyed over 1,300 travel professionals across Europe, North America, Latin America, Asia, and the GCC. The report highlights the sector’s key demotivating factors and specific tech needs for various segments of the global travel professionals community.

Top challenges: competition and manual routine tasks

A quarter of travel professionals worldwide cited intense competition as their top challenge, with increasing pressure in fast-growing markets like the GCC (49%) and Asia (30%). Rising client expectations are another challenge, with 24% of travel professionals struggling to keep up. In open responses, many specialists shared frustrations about travelers expecting pre-pandemic prices, making budgets unrealistic.

Maintaining the desired level of income is the third most challenging aspect for travel professionals, with 15% of respondents worldwide identifying it as a key concern. Additionally, 33% say that achieving higher commission levels is the most desired change.

“The travel industry is known for its low margins, and, with constantly rising travel costs, every opportunity to earn additional commission is crucial. Technology platforms can give this flexibility to support partners’ sustainable development. For instance, our users can set up their own commission levels, as well as loyalty points and other rewards,” says Astrid Kastberg, Managing Director at RateHawk.

Nearly half of respondents identified searching for competitive travel offers as their most time-consuming task — a figure that is especially high in the GCC region (52%) and Asia (49%), but also significant in Europe (40%), Latin America (44%), and North America (39%). Other top global time-sinks include managing booking changes (17%) and repetitive administrative work (16%).

“Finding the right option in such a complex and fragmented market is a real challenge, which is why we’re constantly expanding our supply and introducing advanced filters to make things easier for agents. Each day, we process up to 10 billion hotel rates, using AI for smart search and rate matching, personalized recommendations, automated translation of millions of hotel descriptions, and even pre-booking checks with AI bots to prevent potential issues. These technologies help agents deliver more reliable and competitive options to their clients,” comments Kastberg.

Tech and AI adoption are seen as essential for change

 

Despite its reputation as one of the most conservative sectors, the travel industry professionals are showing greater interest in technology adoption. Nearly a third of respondents (29%) say that better access to technology for daily tasks would be the most meaningful change to their jobs. Regional data highlights opportunity gaps in Latin America and Asia, where demand for new solutions is the highest (44% and 31% respectively). At the same time, many agents still find it hard to keep up — 19% told us they struggle with adopting the latest tools. This challenge is especially evident in Asia, where almost a quarter of agents cite it as their main concern. It’s also a significant issue in Latin America and North America.

“Travel professionals believe that smart tools can help them manage administrative work and other time-consuming tasks more efficiently. In a rapidly changing market, innovations can help them stay competitive and deliver greater value to their clients, which is why supporting travel agents in technology adoption is so important,” shares Kastberg.

Among the most desired technologies, half of the respondents prefer various automation tools like new online booking solutions, CRM and mid-/back-offices. The highest demand for these solutions is registered in North America (61%), Europe (50%), Asia (47%), and Latin America (46%). 

Notably, about one-third of travel professionals highlight interest in improved mobile booking capabilities (33%), with the highest demand in the GCC (53%) and Asia (44%).

“The survey results strongly correlate with our internal data: RateHawk’s mobile app, originally developed in response to rapid digital transformation during the pandemic, fits perfectly today’s market reality. We continue to see steady growth in monthly active users, with numbers doubling in 2025 compared to 2024. As new generations enter the travel industry, demand for mobile tools is quickly becoming the new norm. In fact, 40% of early-career agents are seeking mobile solutions,  compared to 28% of industry veterans — a clear sign that digital convenience is a priority for tomorrow’s workforce”, comments Kastberg.

In response to the shifting customer preferences and personalization trend, travel professionals also show great interest in advanced analytics and AI tools (34% for both solutions). Demand for AI-powered solutions is the highest in North America (45%), Asia (41%), Latin America (41%), and the GCC (30%).

Interest in various tech solutions also varies by company scale: just 33% of professionals in teams of 2–5 consider AI personalization as a desired tech implementation, compared to 55% in companies with 101–500 employees. Small businesses opt for routine automation (48%) and mobile tools (32%).

“It’s encouraging that travel professionals view innovation as a positive force rather than a threat,” Kastberg concludes. “As technology transforms our sector, tomorrow’s agents will need a mix of customer service skills, data literacy, and tech expertise. This is an exciting time for the industry, and with the right digital solutions, travel professionals can unlock even more opportunities in the years ahead.”