As we count down to Phocuswright Europe, taking place in Barcelona from June 10 through June 12, PhocusWire is shining the spotlight on conference speakers in a series of Q&As.

Björn Bender, CEO of Rail Europe, will take part in an executive panel “The Great Ground Shift” on June 11. The panel will focus on ground transportation’s ongoing transformation, with sector leaders discussing trends, challenges and opportunities that will shape the future of travel on the ground.

Below, Bender opens up about experimentation with artificial intelligence (AI), the potential of collaboration in the mobility space and more.

What are you working on currently that excites you?

Right now at Rail Europe, we’re really focused on making it easier for people to travel by train across the continent—helping travelers book cross-border journeys more smoothly with tools to compare routes, find the best deals and plan everything in one place.

We’ve also just made it possible for Eurail and Interrail passholders to reserve on our platform seats on Renfe trains, which is a big step. And through our new partnership with Booking.com, people can now book accommodation through our site too. All of this helps us move closer to our goal: making rail the easiest and most enjoyable way to explore Europe.

In what areas are you currently experimenting with AI?

AI is playing a growing role for us, and a lot of our focus right now is on improving our chatbots and virtual assistants to give travelers real-time help and more personalized recommendations. 

We’re also using AI to make bookings smarter—tailoring travel options and optimizing itineraries based on what people actually need. It’s all about making the process faster, easier and more intuitive.

What has been your greatest missed opportunity?

I try not to dwell too much on missed opportunities, but if I had to name one area with huge untapped potential, it’s collaboration in the mobility space.

There’s still work to do when it comes to connecting the dots between different travel providers—from trains to shared mobility and beyond. If we can come together more as an industry, I think we have a real shot at offering smoother, more sustainable door-to-door travel experiences.

How quickly do you see digital ID taking hold in travel?

Digital ID is definitely on the horizon, and I think it’ll make a big difference in how we travel. That said, it won’t happen overnight. We’re seeing some promising developments but broad adoption will depend on regulations and how ready the travel ecosystem is. I’d say we’ll start seeing real progress over the next three to five years, especially in rail and air where the infrastructure is more advanced. At Rail Europe, we’re making sure we’re ready for when the time comes.

What’s one thing about travel you would tell newcomers to the industry?

This industry moves fast, so flexibility and curiosity are key. My advice? Always start with the traveler. Tech trends will come and go, but if you focus on solving real problems—making travel smoother, easier or more sustainable—you’ll be on the right path. Stay open to innovation, and remember that travel is about more than just getting from A to B—it’s about experiences and connections. Keep that human side in mind, no matter what part of the industry you’re in.