The two companies close a collaboration agreement to change once and for all the rules of the hotel marketing game through an innovative and disruptive proposal that will see the light in Fitur 2025.

The next edition of Fitur, which will take place in IFEX from January 22 to 26, 2025, has been the stage chosen by Maarlab and Paraty Tech to present in first place the new business model with which they seek to transform a fundamental plot of direct hotel sale.

Maarlab, as a tourist operator and technological developer, has a solution of its own, which has been the central axis of this agreement and which goes by integrating with the Paraty Tech reserve engine, which accumulates more than 12 years of trajectory working side by side with hotels, thus generating a powerful synergy at the service of hotel direct sale.

"If we have embarked with Maarlab it is because we are convinced that the fate to which we address with this collaboration is really revolutionary, and we know that many hotel establishments will benefit from this solution, "says Gina Matheis, CEO of Paraty Tech.

On the other hand, Raúl Domínguez, CEO of Maarlab, says: "In Maarlab we aim to promote the digital competitiveness of establishments through useful and effective solutions, so this alliance with Paraty is fundamental to advancing our goal internationally."

Fitur TechY, where everything will be landed

Maarlab and Paraty Tech, aware that the occasion deserves it, have designed a complete programme of activities aimed at launching this innovative proposal with a view to deploying it in a large scenario, as is Fitur.

So, Maarlab, as a company sponsor of the technical and destination forum, has called on Paraty Tech, as moderator, and other actors in the sector to participate in a discussion table that will address the challenges of local tourism companies in the technological transformation of destinations.

For its part, Paraty Tech, who will go to the exhibition every year as an exhibitor, will also moderate another table in the contiguous, technical and business forum, more oriented to the direct sale strategies that will be trending in 2025, in which international hotels will participate.

In addition, in their stand (8D15), for the first time, they will have a specific space for the development of different activities throughout the first three days of the fair, including talks and interviews, one of them being a distended conversation between Raúl and Gina talking about this new model and how it will impact on the marketing strategies of many hotels and hotel chains around the world.

Fitur comes full of new and both technological are clear that it will be the starting pistolet for a 2025 in which the tourism industry will know this innovative standard of direct sale.