The travel distribution landscape is undergoing a major transformation as new technologies redefine how travellers search, book and experience travel. Online planning, mobile-first purchasing and demand for tailor-made itineraries are accelerating change, pushing travel agencies, OTAs and tour operators to evolve their business models. These developments will be at the centre of discussions at TIS – Tourism Innovation Summit 2025 (TIS2025), which will take place from 22 to 24 October in Seville.
TIS2025 will gather executives from Trip.com, Lastminute, Exoticca, Travelperk, Intrepid Travel, WeRoad, Destinia and Pangea, among others, to share insights into how travel companies are using generative AI, predictive analytics, subscription models and digital platforms to remain competitive in a fast-changing industry.
AI-driven transformation of travel planning
During the Tourism Innovation Global Summit, industry leaders will explore how AI is reshaping customer search and booking experiences. Nithya Ramesh, Regional Director for Product and Marketing Europe at Trip.com, and Anastasia Lizanets, CEO of Skibookers, will present case studies on how generative AI, new search tools and user data analysis are enabling smarter recommendations and faster decision-making for travellers.
Beyond customer-facing innovation, the infrastructure behind travel distribution is also evolving. Davide Amaro from Emerging Travel Group, Marc Armengol from Hyperguest, and Anna Grigoryan from Hotelbeds will discuss how API connectivity, dynamic inventory and B2B digital platforms are enabling more efficient product distribution and faster time-to-market.
Reinventing business models and customer relationships
Executives from leading travel companies will also address how digitization is changing core business strategies. David Hernández (Pangea), Mónica Emilió Prieto (Destinia) and Carlos López (Avasa) will highlight how agencies are reorganising operations to improve profitability, strengthen customer retention and deliver personalized service at scale.
With loyalty becoming a key competitive advantage, Carla Tarrés (Hanaley), Susana Miranda (Braintrust) and Francisco Costa (Odisseias) will examine the growth of subscription models, loyalty ecosystems and predictive commerce as new revenue drivers.
Also read → TIS2025 to spotlight AI-driven transformation in tourism
New entrants reshape the travel ecosystem
The travel sector is also attracting brands from outside traditional tourism. Companies such as Decathlon Travel, Showroomprive and Digitrips are entering the market with lifestyle-led travel models. Speakers Damien Corchia, Nicolás Gerbal and Vicky Wickens will explain how non-travel brands are building communities and experience-based products that compete with established operators.
Scaling innovation and building resilient organisations
In a context of economic uncertainty and rapid technological disruption, leaders from Exoticca, WeRoad and Lastminute will share growth strategies for scaling innovation sustainably. At the same time, organisations are rethinking leadership and talent structures to accelerate transformation. Felicia Williams (Travelperk), Carlos Bello (ILUNION Hotels) and Juan Diego Salinas (Metahotel) will discuss new approaches in digital culture, agile teams and innovation management.
Balancing growth and purpose
The summit will also explore how industry players integrate sustainability and purpose into their business strategies. Speakers including Florence Allo (Intrepid Travel), Mayte Redondo (Travel 2 Care People and Planet) and Corinne Louison (Fairmoove) will highlight models that combine international expansion with responsible travel principles.
The article Generative AI and personalization reshape the future of travel agencies at TIS2025 first appeared in TravelDailyNews International.
