Skift Global Forum 2026: Amadeus Executive Talks Open Travel
Amadeus Travel President Decius Valmorbida previews Skift Global Forum 2026, emphasizing traveler control and industry-wide collaboration.
Stock photo for illustration only, not from the actual event
- Decius Valmorbida to speak at Skift Global Forum 2026 in New York City
- Argues travel industry competes too much on closed ecosystems
- Stresses putting travelers firmly in control of their journeys
- Advocates for open, shared foundations in identity and data standards
Ahead of his upcoming appearance at the Skift Global Forum 2026, scheduled for September 22–24 in New York City, Amadeus President of Travel Decius Valmorbida has outlined his vision for a more open industry. Having spent four decades acting as the connective tissue behind bookings, Valmorbida believes the next decade should prioritize openness over isolated systems.
Discussing how the company navigates rapid technological shifts, Valmorbida explained that Amadeus avoids chasing fleeting tech bandwagons. Instead, decision-making is guided by whether an initiative strengthens long-term strategy and solves genuine customer problems rather than generating short-term hype.
Stock photo for illustration only, not from the actual event
Addressing the increasingly fragmented customer journey, Valmorbida emphasized that the only viable response is putting the traveler in command. Travelers do not think in terms of separate providers or channels; they want to curate their trips around personal needs with the confidence that the industry is cooperating behind the scenes.
The push toward an open ecosystem represents a paradigm shift for travel technology. While individual corporations often build walled gardens to retain customer data, initiatives focusing on shared data standards and interoperability could fundamentally reshape how global travel providers interact and reduce friction for end users.
Furthermore, the evolution from transactional interactions to experiential relationships means that brand trust has become a primary differentiator. Valmorbida noted that technology like AI and biometrics should serve as enablers rather than final goals, ultimately supporting a seamless retailing transformation.
Valmorbida pointed out a critical blind spot in the current market landscape:
"We talk a lot about choice, but we don't talk enough about cooperation. Companies will always compete on their brands, products, and customer experience, but there are areas where the entire industry benefits from working together."
Decius Valmorbida
By establishing shared foundations around identity, data standards, and interoperability, the travel sector can eliminate friction and deliver a simpler, more personal experience for everyone involved.
Source: Skift
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