As the travel and hospitality industry undergoes rapid transformation, businesses must adapt swiftly to a variety of emerging trends to stay ahead. From a surge in technological and generative artificial intelligence innovations to rapidly changing consumer behaviors and demands, industry executives have to constantly analyze trends and figure out which ones to jump on (hello, Bluesky!) and which ones to ignore or hold off on.

At the Women Leading Travel & Hospitality Summit last month, leaders from American Airlines, Norwegian Cruise Line, Priceline, and the Atlanta Convention & Visitors Bureau were asked how they know which industry trends to lean into and which to stay away from.

Sheretha Bell, senior vice president of marketing and brand strategy at the Atlanta Convention & Visitors Bureau, said she relies on the organization’s strategic plan to guide her in deciding which trends to follow.

“I come back to strategic priorities,” Bell said. “We set those up for a reason. Our stakeholders have all agreed to those priorities. We’ve all said that this is what we’re doing as an organization; this is the path to get there.”

So when a trend comes along — e.g., whether to get on TikTok or add an AI customer service chatbot — Bell asks herself if doing those things align with the Atlanta Convention & Visitors Bureau’s strategic plan.

Katty Byrd, senior vice president of guest services at Norwegian Cruise Line, said it’s important to ask yourself if the trend in question “fits your norm” or if you’re chasing a trend for the sake of chasing a trend.

“If it doesn’t enhance your customer experience or empower your team members, then it’s not a fit,” noted Byrd. She also suggested staying abreast of trends by attending conferences and networking.

Carolyne “CT” Truelove, vice president of customer and operational excellence at American Airlines, said it’s important to approach trends with a dollop of healthy curiosity while also recognizing that travel and hospitality executives are in an ever-changing industry.

“You should already be a student of your industry,” Truelove advised the audience. “Knowing what the plans are and knowing that consumer behaviors are constantly changing, your ability to study human behavior as it relates to the products and services your company is participating in across the economy is really important.”

Women Leading Travel & Hospitality members can watch the full industry panel — which includes a discussion on AI, building a talent pool, and personalization — on demand. Not a member? Apply today!