Whether it is American Airlines taking on the GDSs, the explosion of travel deals on daily deal and group buying sites or Google buying ITA, the relationship between travel and technology is at times like a bad marriage, according to the TRAVELtech producer.

At yesterday’s TRAVELtech conference in Sydney, producer Martin Kelly justified the tongue-in-cheek theme: Best of Enemies.

Telling delegates he had received a suggestion that the theme of the conference might be better titled, ‘Friends (or enemies) with Benefits’ given the, sometimes forced, relationships between ‘enemies’ in the changing travel landscape.

“The fabulous friction is to continue,” Mr Kelly said at the opening of the conference.

“Everyone needs each other too much.”