When you get to the ripe young age of 20, you’re bound to collect lots of stories – not only about the past but lessons for the future.
As WiT marks its 20th year in 2025, we turn the spotlight on our community, our tribe pioneers and leaders, to tell their stories and share their views on the evolution of online travel and technology.
We ask them to look back on the past and their early days, reflect on the present and why this moment is pivotal for online travel and get them to imagine the future, the next 20.
This special WiT Studio series, “Conversations On Turning 20”, is the collective story of WiT.
As a Chinese saying goes, 以古为鉴，可以知兴替
“By using history as a mirror, one can understand the rise and fall of things.”
Episode 7: Laura Houldsworth, Managing Director, Asia Pacific, Booking.com
If you want a glimpse into the future of travel, Laura Houldsworth paints a vivid and optimistic picture: one where technology removes friction, where travel becomes more inclusive, and where discovery is not driven by necessity but by curiosity.
In a wide-ranging interview, Houldsworth reflected on her journey through the evolution of corporate travel, the seismic shifts post-pandemic, and the technology trends shaping what she calls a “travel utopia” for the next 20 years.
Key discussions in this episode:
- THE EARLY DAYS OF CORPORATE TRAVEL & THE BIGGEST SHIFT: Laura talks about what corporate travel used to be like when she first started in travel and how things have dramatically changed over the years.
- TRAVELLER BEHAVIOR ALSO FUELLED THE CHANGE: How traveller and consumer demands nudged travel companies in certain directions.
- CALL IT WHAT YOU WILL, IT’S STILL TRAVEL: With so many buzzwords, trends and fancy ways of saying a thing, Laura believes that the basics matter now more than ever.
- THE ROLE OF SMES AND OTAS IN CHANGING CORPORATE TRAVEL: Every component in the corporate travel ecosystem has a role to play
- HOW AI WILL REMOVE FRICTION POINTS & RAISE CUSTOMER EXPECTATIONS: AI can be scary but it can also solve problems that were previously deemed unsolvable. What are they, and how will AI help?
- THE SHIFT IN HOW TRAVEL INSPIRATION AND PLANNING: What influences travel decisions these days – not just with younger people, but travellers in general?
- THE EXISTENTIAL THREAT OF INVISIBILITY: HOW SHOULD SUPPLIERS RESPOND? It’s not a one-size-fits-all scenario, but suppliers can do a few things to get back to the forefront
- THE PITFALLS OF “TAGGABLE TOURISM”: Social media is a double-edged sword, and taggable tourism may be more of a threat than we give it credit for
- TRAVELLING AGAINST THE TIDE OF “TAGGABLE TOURISM”: Who is in charge of safeguarding the sustainability of a destination?
- THE NEXT 20: BREAKING BARRIERS: How different will the future of travel be?
- SMELLS LIKE UTOPIA SPIRIT: With AI and advances in cutting-edge tech, a travel utopia seems closer than ever
Watch the full interview:
Breaking Down Borders: The Evolution of Corporate Travel
Looking back to her early days at BCD Travel and Concur, Houldsworth recalled a slower pace of technological change than many expected.
“At the time, we thought technology was moving fast, but the reality was country-by-country nuances – like payment options, GDS setups, and low-cost carrier access – slowed real progress,” she said.
Online booking tools represented the first major shift, but the real acceleration has only come in the last few years, especially with the rise of next-gen AI.
“Finally, for the first time, it feels truly game-changing,” she noted. “AI is allowing us to remove the friction points that held us back for decades.”
Hybrid Travel Is Here to Stay — But in What Form?
Another transformation reshaping the industry is the blending of work and leisure travel, a trend long talked about but turbocharged by COVID-19.
“We used to call it ‘bleisure’, but honestly, let’s just call it what it is — it’s travel,” Houldsworth said. “Today, travellers expect flexibility. I’m a classic example — if I travel for work, I’ll tag on a weekend to enjoy the destination.”
Yet, she warned the future of hybrid travel isn’t guaranteed. As some large corporates return to full in-office policies, the endurance of “work-from-anywhere” flexibility remains uncertain.
SMEs Lead the Corporate Recovery — and OTAs Are Gaining Ground
While multinational corporations slashed travel budgets, it was SMEs that powered corporate travel’s faster recovery.
“For SMEs, relationships are critical. They’ll spend the time and money to be in front of customers, even if it means traveling at lower cost,” Houldsworth explained.
This has opened the door for OTAs like Booking.com to carve a larger role in business travel, offering simpler, scalable solutions compared to traditional corporate travel providers.
“The rise of OTAs supporting business travel is real — and it’s reshaping how smaller companies manage corporate trips.”
AI and the Great Expectations Shift
Houldsworth is unequivocal about the most exciting force shaping travel’s future: Artificial Intelligence.
“AI is no longer just a tech team problem. It’s everyone’s responsibility. It’s advancing so rapidly that it changes customer expectations almost overnight.”
Travelers today expect the same seamless, personalized experiences across every platform they touch — from flights and hotels to destination inspiration.
From “Know Where You’re Going” to “Inspire Me”
Historically, Booking.com excelled at servicing travellers who knew exactly where and when they wanted to go. But that’s changing.
“Now travelers come in saying, “I have a free weekend. Where should I go?’ Maybe they want a beach. Maybe cooler weather. Maybe unique food experiences.”
This shift from specific booking to inspiration-first discovery is transforming how platforms like Booking.com must engage with users – moving from reactive service to proactive inspiration.
The Rise and Risk of “Taggable Tourism”
One fascinating — and concerning — trend Houldsworth flagged is the influence of social media on destination choice, especially among younger travelers.
“Over 50% of Gen Zs and Millennials say they wouldn’t travel to a destination unless it’s ‘taggable’ — meaning it’s Instagram-worthy.”
While this can drive discovery, it also risks over-concentrating travellers at a handful of “perfect photo spots”, exacerbating issues like over-tourism.
“We’re not just inspiring people to travel — we’re unintentionally funneling them to the same place, the same shot, the same experience.”
The challenge for the industry will be to leverage technology not just for inspiration, but to disperse travellers more sustainably.
Breaking Language Barriers and Building Inclusive Journeys
Another hidden friction point technology is solving? Language barriers.
“Google Translate and similar tools mean travelers are no longer limited by language fears. This opens up the world for so many more people.”
Yet Houldsworth is passionate that inclusion must go beyond language. Through Booking.com’s Travel Proud programme, the company educates accommodation providers on how to create welcoming environments for all travelers — including LGBTQ+ travelers, solo female travelers, and beyond.
“Travel should be for everyone, everywhere — and not everyone today has the same experience. We must change that.”
A Travel Utopia: Frictionless, Borderless, Inclusive
Despite the challenges ahead, Houldsworth remains resolutely optimistic about travel’s future.
“I imagine a future where visas are gone, where your face is your passport, where traveling long distances is affordable and accessible to everyone.”
In her vision, technology removes friction, sustainability protects destinations, and travel becomes a universal, inclusive experience, not just for the privileged few.
“Travel is emotive. Whether for business or pleasure, it’s about enjoyment — and everything we do should make that journey as seamless and meaningful as possible.”
Final Word
Laura Houldsworth’s vision is clear: if the industry can harness technology thoughtfully, protect communities, and create experiences that resonate emotionally, the next two decades could usher in the most open, inspiring, and inclusive era of travel yet.
Or as she puts it: “We need to make the world worth experiencing — and make it easier for everyone to experience it.”
