PriceTravel Holding drives its growth with AI and a regional expansion strategy

What products and services were presented?

Within the framework of the ANATO 2026 Tourism Showcase, we present PriceTravel Holding's comprehensive tourism distribution ecosystem, which integrates technology, content and specialized service.

In this way, we participate with our main business units:

PriceTravel.com and TiquetesBaratos.com, focused on the end customer (B2C).

PriceAgencies, with more than 16,000 affiliated agencies in Colombia, Mexico, Peru and the United States.

Connect by PriceTravel Holding, your B2B hotel distribution platform with API/XML integrations.

PriceAffiliates, a B2B2C unit that provides booking engines to more than 300 companies.

In addition, we take this opportunity to highlight our portfolio of more than 500,000 travel products, which includes international hotel chains, independent hotels, airlines, transfers, dynamic packages and complementary services.

A key point was our presentation of the advances in artificial intelligence applied to the search and booking experience, with processing of complex searches in milliseconds, automated comparisons and personalized recommendations that increase conversion and optimize the user experience.

Which authorities/executives were present?

We participated with more than 40 company executives. Our delegation was headed by our CEO, Jorge Restrepo; Rafael Durand, Director of Operations; and Juan Socas, Commercial Director.

What types of meetings were presented?

During the three days of the fair, we held more than 500 strategic meetings with hotels in the country, international and regional hotel chains, airlines, travel agencies and wholesalers, and tourism promotion organizations.

The meetings were aimed at expanding and strengthening our tourism inventory, reinforcing direct contracting schemes, developing new technological integrations, generating trade agreements for 2026, and exploring regional expansion opportunities.

Given that we are starting the season, what are the company's objectives and overall strategy both in Colombia and for the rest of the market for 2026?

By 2026, the year in which we celebrate our 25th anniversary, the strategy focuses on three key pillars:

Sustainable regional expansion
: Strengthen our presence in strategic Latin American markets and consolidate our reach in more than 180 home markets.

Technological innovation and artificial intelligence:
Promoting AI-based solutions and automation to optimize the search, booking, and personalization experience for travelers, agencies, and business partners.

Strengthening the integrated distribution model:
Enhance connectivity between suppliers and B2C, B2B and B2B2C channels, expanding technological integrations and consolidating direct agreements.

In Colombia, one of the company's most dynamic markets, the goal is to continue growing at a double-digit rate, strengthening the network of affiliated agencies and expanding the portfolio with more direct contracting.

What is your impression of what is happening in the market right now compared to previous seasons? Traveler trends.

The tourism market shows signs of consolidation and digital maturity compared to previous seasons, hence our focus on technology, in order to have highly scalable platforms.

Today's traveler is more informed, compares more options, and demands greater personalization, speed, and transparency in the booking process.

Compared to previous years, we observed greater anticipation in purchasing decisions, increased use of digital and mobile channels, greater relevance of data-driven personalization, and sustained growth in regional and intraregional demand in Latin America.

The double-digit growth we recorded at the end of 2025 confirms that the market remains dynamic, although more competitive and demanding, making investment in technology, connectivity, and data analysis key.