Technology and direct sales are key to the future of the hotel industry, according to Paraty Tech

What goals and expectations do you have for Cancún Travel Mart this year?

This is our fourth edition, and we always have a dual vision. As a Spanish company operating in Mexico, we intend to continue offering our customers new products and services to help them grow their direct sales. We are also in the process of expanding and attracting new customers.

For those who don't know Paraty Tech yet, how would you describe what you do and your value proposition?

Our mission is to help hotels increase their direct sales, both through their website and by phone. We do this by offering technology and support, teaming up with the hotels themselves to meet their stated goals. We strive to ensure a healthy distribution mix, balancing the different channels—operators, OTAs, and direct sales—tailored to each destination and property type.

What types of hotels can best benefit from your solutions?

We are highly versatile and offer solutions for different types of establishments. We were born focused on the vacation market because more than a decade ago we recognized that resorts needed technological solutions tailored to their needs. Today we work with small boutique hotels in the luxury segment, large vacation resorts, and multi-asset chains.

In which markets are you present and in which languages ​​do you operate?

Our main markets are Mexico and Colombia, as well as Spain and Portugal, and we are launching operations in the United States. We offer all our services and support in English, Spanish, and Portuguese.

What are your prospects for 2026?

We want to continue growing and supporting our hotels in their process of strengthening direct sales. Regarding artificial intelligence, we all wonder what impact it will have, but our philosophy is to anticipate, test, and adapt. Every hotel is different, and there's no one-size-fits-all approach. We work with a trial-and-error mentality: testing different strategies and choosing the ones that really work for each establishment.

Are there still hotels that don't take advantage of available technology?

Yes, there are still hotels that don't rely on direct sales and rely entirely on intermediaries. Although they are increasingly fewer, there is still plenty of room for growth in this area. Disintermediation allows for greater control over customers and profitability.

Which Latin American markets offer the most growth opportunities?

Mexico remains a market with significant potential, as does Colombia. We're also launching in Argentina and Chile, and we're working with properties in the Dominican Republic. Each country has areas for improvement and significant opportunities for growth.

What kind of alliances do you have with hotel associations?

We collaborate with hotel associations in Spain, Colombia, and other countries. We participate with them in events and training programs because we believe it is essential to help hoteliers understand the wide range of technological solutions available and which ones can offer them real competitive advantages.