I’ve always worked where travel, technology, and business strategy intersect. Early in my career, I helped global travel companies navigate the shift online, when booking engines and meta-search were reshaping how travelers discovered and bought travel. As digital transformation took hold, my work shifted toward helping companies rethink products, operations, and the customer experience for a connected world.

GAIPAN is the home for my current advisory and speaking work, and for my research into what I see as the next major shift: the move from digital transformation to generative transformation, including agentic commerce. Generative AI isn’t just another toolkit. It’s a new way of working and thinking that changes how decisions are made, how products evolve, and how customers engage. Its impact on the travel world will be immense.

Through GAIPAN, I advise leaders who are navigating this shift. My focus is on how intelligent systems and agentic interfaces are reshaping industries — starting with travel, and increasingly extending beyond it.

Before GAIPAN, I co-founded Hudson Crossing, a strategy firm focused on travel and hospitality, where I advised global airlines, hotel groups, and technology platforms. With over 120 clients across more than 250 engagements, those years taught me how innovation really takes root inside complex organizations. That experience continues to shape the way I think about AI and where it creates advantages for both consumers and suppliers.

I work with leaders and teams who are serious about navigating AI-driven change and want clarity on how to interpret the signals and plan for what to do next. If you’d like to explore a speaking engagement or an advisory project, I’m always open to a conversation.

George Roukas