Today's journey:
Post-FITUR: technology as a condition for competing
The consensus at FITUR 2026: technology is no longer discussed as innovation. It's a condition for competing. And TikTok Travel Ads: the new advertising format for tourism.
I came back from FITUR with many conversations processed and one clear conclusion.
The FITUR 2026 consensus
At FITUR 2026, technology stopped being discussed as "innovation" or a "future trend." The consensus —among independent hoteliers, chains, and providers— is that technology is a condition for competing.
Not adopting it is no longer "being conservative." It's being left out of the market.
The three topics that came up the most:
- Automation: reducing the team's operational load on repetitive tasks.
- Speed: responding faster across all channels.
- Operational efficiency: doing more with the same team.
TikTok Travel Ads: the new format for tourism
TikTok unveiled its new tourism-specific format at FITUR. The most important points:
- Native video integrated with real availability inventory (connected to booking systems).
- The user watches a video of a hotel, swipes, and can see availability and prices in real time without leaving TikTok.
- Formats designed for direct conversion, not just awareness.
A mini guide to getting started with TikTok Travel Ads:
- What to show: real moments, not advertising production. The room, the view, the breakfast, the team.
- Connect your inventory: you can do it through your channel manager or booking engine if they integrate with TikTok.
- Start small and measure: you don't need a huge budget. Start small, measure what converts, and scale what works.
— Gonzalo Rioja
