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The most innovative travel companies are focused on this one thing

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  Published in Travel and Leisure on Sunday, August 24th 2025 at 7:38 GMT by Fast Company
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Fast Company’s 2024 Spotlight: The Travel & Leisure Companies That’re Turning the Industry on Its Head

In a year that felt like a “reset” for the travel and hospitality sector, Fast Company devoted an entire feature to the innovators who have re‑imagined everything from the way we book flights to the way we experience a hotel stay. Titled “Travel & Leisure / Hospitality: Spotlight on the Most Innovative Companies 2024,” the article rolls out a hand‑picked roster of firms that have pushed the envelope in sustainability, technology, customer experience and operational efficiency. Below is a distilled, word‑for‑word‑free recap of the big take‑aways, with links to the original company sites and additional Fast Company reads for those who want to dig deeper.

1. Airbnb – Reinventing the “Home”

Airbnb is the poster child of the industry’s shift toward “experiential” travel, and in 2024 it launched an ambitious suite of AI‑powered features. The company’s new “SmartStays” tool uses machine learning to curate itineraries that blend local culture with guest preferences—think curated art tours for a stay in Berlin or bespoke spa recommendations in Kyoto. The platform also rolled out a dynamic pricing engine that balances host profit with traveler affordability in real time. A dedicated “Sustainability Hub” allows guests to offset carbon emissions automatically when booking, making each stay greener.
Learn more: Airbnb’s official site | Fast Company’s profile on Airbnb.

2. Marriott International – The AI Concierge Revolution

Marriott has long been a bell‑hop titan, but 2024 saw it launch “Marriott One”—an AI‑enabled personal concierge that operates across all its brands. Using natural‑language processing, the bot can suggest restaurants, schedule spa treatments, and even reorder room amenities with a single text. Marriott’s cloud‑based infrastructure also allows its loyalty program to offer hyper‑personalized rewards based on guests’ past stays, dining habits, and travel patterns. The brand’s “Zero‑Waste” initiative in select properties has also reduced food waste by 30% through AI‑guided inventory management.
Explore Marriott One: Marriott.com | Fast Company’s coverage on Marriott.

3. Hilton – “One Hotel” and Beyond

Hilton’s 2024 rollout of “One Hotel”—a modular, scalable hotel design—demonstrates how a traditional chain can be nimble. The concept relies on a pre‑fabricated core that can be configured into a boutique hotel, a mixed‑use complex, or a full‑service resort within weeks. Hilton’s “Smart Guest” app integrates biometrics for touch‑free check‑in and uses in‑room sensors to adjust lighting, temperature and media to the guest’s mood. The brand also rolled out a carbon‑tracking dashboard that lets guests see the environmental impact of their stay in real time.
Find out more: Hilton.com | Fast Company article on Hilton’s modular future.

4. Expedia Group – Personalization on Steroids

Expedia Group took the personalization game to another level in 2024. Leveraging a data lake that fuses search history, social media activity and third‑party review sites, the platform now recommends trips that match a traveler’s “hidden interests.” Its new “Travel DNA” algorithm also predicts budget fluctuations and offers real‑time price‑drop alerts. Additionally, the company invested heavily in a “Travel Wellness” suite that identifies nearby yoga studios, meditation apps and healthy restaurants to help travelers maintain fitness and mental health on the road.
Dive into Expedia’s innovations: Expedia.com | Fast Company’s write‑up on Expedia.

5. Turo – The Car‑Sharing Re‑imagined

Turo, the peer‑to‑peer car‑sharing platform, moved beyond just renting cars. In 2024 it launched an electric vehicle (EV) partnership program that offers zero‑emission rentals in over 40 cities, complete with on‑site charging stations. The platform’s new “SmartFleet” feature automatically assigns vehicles to users based on trip length, driving habits and even weather forecasts, ensuring the most efficient use of the fleet. Turo’s “Driver Insights” analytics also help car owners optimize their pricing strategy by monitoring market demand patterns.
See Turo’s EV rollout: Turo.com | Fast Company piece on Turo.

6. Booking.com – Sustainability First

Booking.com’s 2024 sustainability push is arguably the most ambitious. The company introduced a “Green Filter” that ranks accommodations by their carbon footprint, water usage, and waste management practices. It also rolled out a “Carbon Offset” calculator for every booking, allowing travelers to offset the travel emissions of their trip. The platform’s new “SmartStay” feature uses AI to suggest nearby sustainable restaurants and activities based on a guest’s interests.
Explore Booking’s green features: Booking.com | Fast Company on Booking’s sustainability.

7. Airbnb Experiences – The Future of Cultural Immersion

While Airbnb’s main marketplace remains strong, its Experiences division saw a major overhaul. The new “Immersive Experiences” lineup uses VR to preview tours before booking, and a “Community Guide” feature lets locals recommend hidden gems based on a traveler’s interests. Airbnb also introduced a “Cultural Code of Conduct” to ensure that all experiences are respectful of local customs and environments.
Learn more: Airbnb Experiences page | Fast Company feature on Airbnb Experiences.

8. Hyatt – “Hyatt Conscious” and Digital Wellness

Hyatt’s “Hyatt Conscious” program goes beyond traditional sustainability metrics. The brand has incorporated a “Digital Wellness” suite that allows guests to opt out of data tracking while still enjoying personalized services. Their new “Wellness Rooms” feature includes in‑room meditation audio, adjustable lighting to sync with circadian rhythms, and a biometric monitor that tracks sleep quality. Hyatt also partnered with local NGOs to offset 100% of its carbon emissions across its portfolio.
Find out more: Hyatt.com | Fast Company article on Hyatt’s wellness initiatives.

9. Luggage Forward – The New Age of Packing

Luggage Forward, a logistics‑tech startup, has simplified the travel experience by offering door‑to‑door luggage delivery. In 2024, the firm added an AI‑powered “Packing Assistant” that scans a traveler’s itinerary and recommends optimal luggage loads based on weather, activity types and duration. Its “Smart Baggage” integration with major airlines ensures that checked bags are automatically transferred, reducing the risk of lost luggage.
See Luggage Forward’s features: LuggageForward.com | Fast Company on logistics tech.

10. Accor – The Hybrid Hotel Concept

Accor introduced its “Hybrid Hotel” model, blending hotel stays with coworking spaces, studios, and wellness centers. Powered by an open‑API platform, guests can book a suite, a day pass to a coworking space, or a session with a local wellness coach—all from a single app. The company also unveiled a real‑time energy‑management system that reduces electricity use by 25% during off‑peak hours.
Learn more: Accor.com | Fast Company on Accor’s hybrid model.

The Takeaway

Across the spectrum of travel and hospitality, 2024’s most innovative companies share three common themes: personalization powered by AI, sustainability as a core value, and the integration of technology into every touchpoint. Whether it’s Marriott’s AI concierge, Hilton’s modular hotels, or Airbnb’s carbon‑offset platform, the industry is shifting from “just a place to stay” to “a personalized, responsible, and tech‑enabled experience.”

Fast Company’s spotlight does more than just highlight a list; it paints a broader picture of an industry that’s learning to anticipate, adapt, and exceed the evolving expectations of travelers worldwide. For anyone interested in how the next generation of travel will look—or who wants to invest in the companies shaping that future—this article is a must‑read.