Coforge Ltd, an AI-native engineering services company, expects the travel industry to undergo a significant transformation as airlines move towards modern airline retailing (MAR) and agentic travel, where intelligent AI agents can coordinate travel discovery, transactions and journey management.
Based on its work with global airlines and travel organisations, Coforge said the shift could change how airlines engage with travellers, distribute content, manage operations and generate revenue.
Travel moves from transactions to intelligent experiences
The transformation is being fuelled by travellers seeking seamless and personalised experiences and becoming increasingly comfortable using AI-powered interfaces instead of traditional search and booking processes.
Coforge said AI pilots are already common across the travel industry, but the next phase is expected to focus on connected systems of intelligence rather than isolated AI applications. Such systems can coordinate decisions across pricing, offers, inventory, customer servicing and airline operations.
“The future of travel will be defined by intelligent experiences, not individual transactions,” said Coforge Chief Officer, Strategy & Growth, Travel, Transportation and Hospitality Erika Moore.
She said advances in AI are accelerating the industry’s transition towards a model in which travellers express their intent and AI-powered systems dynamically create, optimise and manage outcomes across the journey.
Common intelligence layer seen as key
Coforge said airlines will need to move beyond traditional transaction-based systems by connecting business processes, operational decisions and personalised customer experiences through a common intelligence layer.
This shift is expected to require integration between legacy platforms and modern retailing systems while enabling organisations to make AI-driven decisions at scale.
Aeronova.AI targets airline transformation
Coforge’s Aeronova.AI platform is designed to help travel enterprises translate offer-and-order ambitions into execution through agentic AI and orchestrated agents.
The platform aims to simplify business transformation, align teams around a common blueprint and reduce execution risks while managing the coexistence of legacy and modern airline retailing platforms.
Coforge said the approach is intended to provide airlines with the technological foundation to connect retailing, servicing and operational processes as AI increasingly becomes part of the travel experience.