Maarlab and Paraty Tech take off together at Fitur 2025 to change the rules of the game

The two companies have signed a collaboration agreement to change the rules of the hotel marketing game once and for all through an innovative and disruptive proposal that will be launched at Fitur 2025.

The next edition of Fitur , which will take place at IFEMA from 22 to 26 January 2025, has been the setting chosen by Maarlab and Paraty Tech to present for the first time the new business model with which they seek to transform a fundamental part of direct hotel sales.

Maarlab, as a tour operator and technology developer, has its own solution, which has been the central axis of this agreement and which involves integrating with the Paraty Tech booking engine, which has more than 12 years of experience working side by side with hotels, thus generating a powerful synergy in the service of direct hotel sales.

"We have embarked on a partnership with Maarlab because we are convinced that the destination we are aiming for with this collaboration is truly 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, states: "At Maarlab we aim to boost the digital competitiveness of establishments through useful and effective solutions, so this alliance with Paraty is essential to boost our objective at an international level."

Fitur TechY, where everything will land

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 on a major stage, such as Fitur.

Thus, Maarlab, as a sponsoring company of the techydestino forum, has invited Paraty Tech, as moderator, and other actors in the sector to participate in a discussion panel that will address the challenges of local tourism companies in terms of the transformation of destinations from a technological point of view.

For its part, Paraty Tech, which will attend the fair as an exhibitor every year, will also moderate another panel in the adjacent forum, techynegocio, more oriented towards direct sales strategies that will be a trend in 2025, in which renowned international hoteliers will participate.

In addition, at 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 which was a relaxed conversation between Raúl and Gina talking about this new model and how it will impact the marketing strategies of a multitude of hotels and hotel chains around the world.

Fitur is coming with a lot of new features and both technology companies are clear that it will be the starting shot for 2025, when the tourism industry will be introduced to this innovative standard of direct sales.