The key is no longer just to sell a flight or a package, but to accompany the traveler with relevant experiences at every stage of the journey—from inspiration to post-trip. Generative AI makes it possible to interpret preferences, anticipate needs, and propose hyper-personalized itineraries in seconds; but its true potential emerges when it is integrated with B2B distribution, API connectivity, and dynamic inventory optimization. That is where providers such as Emerging Travel Group, Hyperguest, and Hotelbeds are redrawing the travel infrastructure: less friction, more usable availability, more consistent prices, and a value chain that responds in real time. The goal is a more agile, intelligent, and scalable ecosystem, capable of sustaining margins in a volatile, highly competitive market.
At the same time, traditional agencies that succeed are those combining expert advice with state-of-the-art digital capabilities. Leaders from Pangea, Destinia, and Avasa will explain how they are adapting processes, platforms, and relationship models to maintain the closeness of the “trusted agent” with the efficiency of an advanced e-commerce. The focus is on redesigning the sales funnel: omnichannel inspirational acquisition, AI-assisted qualification, conversion through tailored proposals, and proactive after-sales that drive repeat business and referrals. That same thread runs through the conference agenda: selling better, but also knowing the customer better, integrating dispersed data and equipping teams with tools and autonomy to act quickly.
Personalization stops being a slogan and becomes an architecture. Subscription models, loyalty ecosystems, and predictive commerce are growing as levers of recurring revenue. Executives from Hanaley, Braintrust, and Odisseias will analyze how to consolidate these initiatives, which data truly unlock incremental value, and where the operational limits lie—from privacy to sales attribution. The discussion expands with a recent phenomenon: brands outside tourism—sporting goods retailers, e-commerce platforms, and lifestyle firms—are entering the space with experiential proposals aimed at their communities. Decathlon Travel, Showroomprive, and Digitrips will participate to explain why they are betting on travel, how they compete, and which collaboration models they see as fertile ground with traditional tourism distribution.
But innovation is not just a matter of software: it demands culture, teams, and leadership. Travelperk, ILUNION Hotels, and Metahotel will share how they structure talent to scale projects at market pace, with shorter test-and-learn cycles, a metrics-driven approach, and data governance that supports commercial decisions in days—not months. At the same time, the sector faces a reputational and purpose-driven challenge: to grow without abandoning missions that matter to today’s traveler. Intrepid, Travel 2 Care People and Planet, and Fairmoove will emphasize how to sustain coherence between message and practice, drawing on engaged communities, authentic storytelling, and sustainable economic models.
This technological shift is redefining the client relationship and, with it, the role of agencies. The expert advisor does not disappear—he or she is enhanced. AI drafts trip ideas, compares options, and automates repetitive tasks, while humans provide judgment, empathy, and reassurance in complex decisions—multi-destination itineraries, family travel, special requirements. Those who align their proposition with this complementarity will move forward. Those who ignore it will fall behind. For three days, Seville will be the showcase to gauge the gap between those who experiment and those who postpone. The conclusion is clear: in the new travel economy, personalization is no longer a competitive edge; it is the starting point. And generative AI, well integrated into processes and platforms, is the engine that makes it possible at scale without losing the human touch that gives travel its meaning.
