Enhancing Travel Experiences Through Technology at ATM 2025 in Dubai
DUBAI: For most tourists, traveling is about creating memories and sharing stories from their adventures. With this in mind, the travel industry is increasingly turning to technology to significantly enhance these experiences. This trend was prominently showcased at the Arabian Travel Market (ATM) 2025, held in Dubai from April 28 to May 1. The theme for the event, “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity,” set the stage for innovative developments that promise to transform the way we explore and engage with destinations.
Innovation Zone at ATM 2025
In line with this theme, The Klick Agency established an innovation zone in Za’abeel Hall 1 at the Dubai World Trade Centre. This area served as a dynamic hub for exploring advanced travel technologies aimed at enhancing storytelling and increasing destination engagement. The agency’s Chief Technical Officer, Bram van de Ven, emphasized the importance of weaving technology into the travel narrative to turn mere destinations into immersive experiences.
Immersive Technology: AR and VR
At the innovation zone, attendees were introduced to cutting-edge augmented reality (AR) experiences that allow travelers to virtually step into a destination before they arrive. “We are really trying to use technology to bring stories to life,” van de Ven stated, highlighting how such experiences can offer a prelude to physical journeys.
Visitors could engage with virtual reality (VR) demonstrations that provided realistic glimpses of various destinations, from hotels to attractions. “You can step into a hotel room and visualize it, gaining a much better understanding than by simply looking at a photo online,” he added. This immersive approach enhances the travel experience, allowing potential travelers to visualize their adventures and plan more effectively.
Web-Based Experiences and Accessibility
Klick’s AR and VR experiences are accessible via digital and social platforms like Snapchat and TikTok, steering clear of requiring specialized applications. “We try and keep everything web-based,” van de Ven explained. This approach ensures that even those without VR headsets can engage with the technology. A simple scan of a QR code opens a web page where users can easily explore what they want to see, underscoring the importance of accessibility in enhancing travel experiences.
Behind the Scenes: Automating Hotel Pricing with IDeaS
While Klick focuses on front-facing technologies, IDeaS Revenue Solutions provides a behind-the-scenes approach for optimizing travel industry operations. “We’ve been in the business of helping hotels automate their pricing for 35 years,” noted Klaus Kohlmayr, the Chief Evangelist and Development Officer. The company collaborates with 35,000 hotels globally, including chains like Mövenpick.
IDeaS leverages various external data sources, alongside property management system inputs, to create algorithms that predict optimal pricing for hotel rooms. This pricing strategy is not only dependent on competitive rates but also considers factors like reviews, flight availability, and weather conditions.
Innovative Marketing Insights
The latest IDeaS product moves beyond just pricing, providing marketing teams with a dashboard that identifies “need periods”—times when demand is typically low. "This provides insights into where to allocate marketing budgets effectively for the best return on investment," Kohlmayr explained, indicating a shift towards more strategic marketing practices in the hospitality sector.
Streamlining Visa Processes with One Vasco
For travel to be feasible, streamlined processes are essential, particularly when it comes to visa applications. One Vasco rises to this challenge through their innovative app that simplifies the visa application process based on users’ nationalities. “We recently launched our app, allowing individuals to search for visa requirements and apply online,” shared Arshad Shaikh, Senior Manager of Sales at One Vasco’s Dubai hub.
Currently, their AI capabilities focus on administrative tasks, such as data capture from passports, but future plans include using AI to aggregate and update visa requirements from government websites in real time.
A Thriving Platform for Global Travel Professionals
ATM 2025 served as a significant networking event, featuring over 200 speakers and hosting more than 55,000 travel professionals from 166 countries. Dubai’s Crown Prince, H.H. Sheikh Hamdan, highlighted the importance of ATM in establishing Dubai as a critical player in the global tourism sector. He remarked, “This year’s ATM reflects the UAE’s role in bridging global markets and shaping the future of global travel."
This event underlines the essential part that exhibitions and conferences play in the UAE’s economy, facilitating investment, knowledge exchange, and high-value opportunities across various industries.
As the travel industry continues to evolve, innovations exhibited at such events will continue to shape how we connect with destinations and create enduring memories.
