Gillian Tans, CEO of Shares Her Thoughts on The Future Of Travel Technology

Gillian Tans COO de, pose dans le patio d'un hôtel parisien. Paris le 09/07/2015 Photo François Bouchon / Le Figaro

Let us take you back to 1996 in Amsterdam where one man had a rather good idea. Dutch entrepreneur Geert-Jan Bruinsma realized how useful it would be to connect hotels and guests. From a small office in Amsterdam, he built a website called

This little startup grew steadily in its first few years. The formula for success was pretty simple: working hard to get it right for our customers. By 2005, we were well on our way to becoming the market leader for European bookers. This growth did not go unnoticed by other large players in the travel space. The Priceline Group (now Booking Holdings) acquired in 2006 to the we know today. Despite evolving from a small startup to a global player, little has changed about their company culture. They simply moved forward by taking lots of small steps and executing at incredible speeds.

Cut to 2018. Facilitating reservations for more than 1,500,000 room nights each day, the experts at have combined customer insights from over 128 million real guest reviews with research from 19,000 travelers across 26 countries around the world.

Here’s Gillian Tans Future of Travel Tech Predictions. But first…


Gillian Tans is’s Chief Executive Officer, appointed in April 2016. She is responsible for the global strategy and operations of, including the management of all business units within the organization.

Previously, Tans served as’s President and Chief Operating Officer, a role she had held since 2011, as well as other positions running of’s Global Sales, Operations, IT, Content and Customer Care departments. During her tenure, advanced its operations and sales across more than 224 countries and territories.

Improved technology, affordable travel and the ease of finding and booking all types of accommodations from hotels and homes to villas and more, means that travel is becoming easier and more accessible to everyone. Due to this rapid shift, in 2018 we will see people traveling to far-flung destinations, checking off bucket travel lists and embarking on walking tours that might not have been on travel agendas in the past. The urge to travel is only going in one direction: up and whether it’s a honeymoon, girls getaway or solo trip, people are finding more excuses than ever to experience something new.