Technologies such as machine learning and artificial intelligence (AI) have the potential to transform the GCC’s hospitality and travel sectors, but regional operators must strike the right balance between high-tech and high-touch. This was the message from industry experts participating in Arabian Travel Market (ATM) 2019, who told attendees that – if implemented effectively – the latest innovations will help them to ‘sell travel’ more effectively in the future. Matt Raos, Senior Vice President Business to Business – Corporate and Leisure, Emirates, called for GCC travel operators to enhance the end-to-end customer journey by implementing technologies collaboratively.