Weighing build versus buy in travel's AI era

At Phocuswright Europe 2026, executives from Amadeus, Etraveli, and Hopper Technology Solutions discussed build versus buy strategies in the AI era. Amadeus typically builds technology in-house, investing €1.4 billion in R&D in 2025, but also acquires companies like SkyLink with unique capabilities. Etraveli acquired Wenrix to enhance B2B predictive and agentic AI. HTS builds AI internally due to travel complexity, but advises companies lacking tech stack and talent to buy.