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.
Impact and considerations
How leading companies weigh build versus buy for AI reflects the strategic importance of AI in travel distribution, offering insights for technology investment decisions.
Key points
- Amadeus typically builds in-house, investing €1.4B in R&D in 2025, but also acquires companies like SkyLink.
- Etraveli acquired Wenrix to enhance B2B predictive and agentic AI.
- HTS builds AI internally due to travel complexity, but advises buying for companies lacking tech stack and talent.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 6 Jul 2026, 14:00
- Page published
- 13 Aug 2026, 08:13
- Last updated
- 6 Jul 2026, 14:00
- Original links
- PhocusWire All News：Weighing build versus buy in travel's AI era (opens in a new tab)Primary source · en · Published 6 Jul 2026, 14:00