From Vienna to Visionary AI: The Real Future of Travel Planning

We explore two big conversations: what the latest international meeting rankings really say about destination performance, and why many AI travel platforms are missing the biggest opportunity of all—by ignoring how travellers actually plan.

ICCA Rankings Reveal the Shifting Landscape of Global Meetings

The International Congress and Convention Association (ICCA) has released its much-anticipated 2024 rankings, offering a fresh snapshot of how global cities and countries performed in hosting international association meetings. As expected, the United States maintains its crown in the country rankings, while Vienna reclaimed its place at the top of the city leaderboard, narrowly beating out Lisbon—by just one meeting.

The data shows that:

• The total number of international meetings grew 9% year over year,

• But remains 18% below pre-pandemic levels, showing slow but steady recovery.

• While large meetings make up just 8% of all events, they account for nearly 60% of economic impact—making them essential for cities looking to drive tourism revenue.

However, experts caution that ICCA’s rankings are only one part of the story. The methodology excludes non-rotating domestic events and many corporate meetings, meaning cities like Vienna, which reported hosting over 700 international congresses, may be delivering far more economic value than these numbers reflect.

To get a fuller picture, destination analysts increasingly look at:

• Union of International Associations (UIA) rankings

• Estimated economic impact data, especially attendee spending

Cities like Barcelona, for instance, lead in attendee economic activity, while others like Cape Town and Melbourne are punching far above their weight when it comes to hosting large-scale international events.

📍What This Means for STR Operators

If you operate in or near a major convention city, understanding when and where these events are happening is a major competitive advantage. These aren’t just bookings—they’re often multi-night, higher-value stays. Make your listings event-friendly and keep an eye on city calendars for upcoming congresses, expos, and corporate summits.

The Real AI Travel Opportunity? Solving for Social Intent

While meetings continue to shape physical travel demand, a more conceptual debate is reshaping the digital travel space: how should AI truly serve travellers? According to Robert Matsuoka, former head of product engineering at Tripadvisor, most platforms are solving the wrong problem.

He argues that existing players—whether OTAs or hotel brands—are focused on inserting AI into the booking process. But that misses a crucial reality: most travel journeys don’t start on Booking.com or Kayak—they start in conversation.

Think group chats with friends, browsing Instagram Reels, watching a creator’s vlog titled “Best Places to Visit in Fall,” or reading a Reddit thread about underrated towns in Portugal. These are emotion-led, vague, often unstructured expressions of desire. And current tools don’t do much with them.

🧠 The Missed Opportunity

Matsuoka proposes a new kind of platform—one that:

• Lives where travel inspiration begins (social media, chats, forums)

• Captures early, fuzzy intent (“Europe in fall with fewer crowds”)

• Deconstructs it into trip components, then reconstructs them into an optimised, bookable itinerary

• Connects suppliers, agents, and OTAs in a fluid, two-sided marketplace

This isn’t about replacing OTAs—it’s about bridging the gap between inspiration and execution. If AI can truly understand that dream trip and deliver on it—while giving creators, suppliers, and brands a role in that journey—it could completely reshape travel distribution.

Takeaways for STR Professionals

Whether you’re based in a meeting destination or looking to ride the wave of AI disruption, here’s what you can do:

✅ For Meetings & Events:

• Track international and corporate events in your city using ICCA, UIA, and local convention calendars

• Optimise your listings for business travellers—think fast Wi-Fi, self check-in, extended stay options, and proximity to key venues

• Consider offering partnerships or packages for event organisers

✅ For AI-Driven Discovery:

• Prepare your content for machine readability: detailed listings, structured data, and keyword-rich descriptions

• Collaborate with travel creators and influencers whose content is driving early intent—especially those who are starting to sell bookable experiences

• Stay on top of emerging platforms that aim to capture intent-to-booking journeys, not just last-click bookings

Final Thought: Are You Ready for the New Booking Journey?

We’re entering a world where booking won’t start with a search bar, but with a feeling. Where AI won’t just refine options—but design entire journeys. And where cities that host global gatherings will become more valuable than ever, not just for what they offer, but for who they bring in.

Whether you’re a solo host, a property manager, or a hospitality brand, the next frontier is clear: understand intent, be discoverable, and deliver meaningful stays.