Mirai strengthens its presence at Cancun Travel Mart with a focus on technology and sustainable growth
Javier Marín, Regional Director & Head of Sales at Mirai for Latin America and the Caribbean, highlighted the company's strong momentum in the Mexican market, its commitment to artificial intelligence, and the importance of strengthening direct sales in a challenging context for the destination
What are Mirai's main objectives for presenting at Cancún Travel Mart 2025?
This year, more than ever, after five years of consolidating our presence in Mexico, we wanted to further promote the Mirai brand and strengthen our relationships with our clients. The truth is, this is our best ever trade show: we have more meetings, more interested contacts, and a great atmosphere. Our goal is to continue contributing to the sector, to Cancún, to Quintana Roo, and, above all, to the well-being of our clients, at a time when the destination is facing several challenges.
Do you think it's a good time to incorporate new technologies into the hotel sector?
As a hotelier, I also know: when revenues drop, investing in technology becomes more difficult. But it's precisely at these times that you need to redefine your product and consider what's really needed. Incorporating technology is essential, both to improve the customer experience and to optimize operations.
Today, for example, we just launched our AI chat, designed to facilitate booking and offer a better user experience—ultimately, the hotel guest. AI is helping hotels reduce costs, improve processes, and increase customer satisfaction.
How do you assess the year for Mirai and how do you see 2026?
2025 started very well, although there was a significant market decline. We are a young company in the destination and still have plenty of room to grow, which we are doing with clients who value our value.
Regarding 2026, we believe it will be better than 2025. The numbers we're managing in the direct sales channel are positive. Other channels, such as tour operators, are declining, but direct sales are consolidating as the most important. It's a channel with a much lower acquisition cost and enormous growth potential.
What message would you like to leave for the region's hoteliers?
In difficult times, we must rethink, redefine, and embrace innovation. Technology not only improves efficiency, it also generates independence and profitability. We hope 2026 won't be as tough as this year, and everything indicates that it will be. The important thing is to continue adding real value to the hotel sector.