General Travel Trends: Modest growth of both traffic and yields. Leisure will move ahead even further. This has significant impact on airline and hotel product offerings. One surprising trend will be that Intermediaries will gain market share vs Direct which will benefit GDSs in the short term. Increased use of corp video and personal video conferencing tools will be finally proved to reduce airline traffic. I predict someone will publish a study on this effect. Google will continue to make more money out of Travel category than any other player. Green wont be a big deal in 2010 as the recriminations from Copenhagen (aka Hopelesshagen) continue. Some countries will now apply unilateral green policies. Fuel will rise. Inflation will start to bite. Travel Industry employment will remain low. Airline deliveries will continue to see deferments.
Winners and Losers in airlines. surprisingly Southwest will struggle with its business model. It has reached the end of the current low cost model and it will morph into a hybrid airline. One US major will unveil a lower cost "simplified" domestic product and will be instantly matched by the others which will stimulate traffic probably in first quarter. UA and CO will move even closer together. US will start to look around feeling a little out in the cold. Look for perhaps a relationship with part LH owned jetBlue.
In Hotels. Pegasus will continue to struggle Synxis will continue to grow. PCLN will further solidify its growth. Look for a major merger in hotel distribution coming from an Asian base. Expedia will try to clean up its act in hotels and improve yield which will upset some of the major chains at least one of whom will have a major spat with the Bellevue travel giant. Look for Expedia to become the world's largest agency in 2010-2011. Orbitz will improve but corporate parent Travelport will offload a dismembered GTA.
In Distribution the big news will be the Q2/3 IPOs which will go out with modest success. The Money Venture Men will be happy. The poor debt ridden rumps left behind will continue to be unhappy. The allure of the cash flow will continue to seduce the uncanny investors all of whom will regret their buy in after about 6 months. The Term Full Content will have new meaning. Most major carriers will have adopted Opt-in content deals which will compromise the legacy GDS model. A lot of people will focus on replumbing XML based infrastructure. Merchandising at the point of sale will be a major trend.

Cool Stuff? The new iTablet (and clones) will start with an instant following. It will be the product of the year. Someone will finally do a mashup of all the "There's an App for that" different applications to create a viable first generation Personal Travel Assistant. Look for "Virtual Extension Reality". We have already had time shifting now we will have reality shifting with "Augmented Reality" being but a version 1.0 of this stuff.
So what will the end of the year look like... better than this one.
Happy New Decade from the Professor.
With special thanks to CBS, Demi, and the old guy for the image use.