Stand S16-428 · ExCeL London · 3–5 November 2026

Forty-six thousand people. One hundred and eighty countries. Three days in London, and one question on everyone’s lips: what can AI really do for a travel business? Come to Stand S16-428 and see it working for yourself.

Every November, the travel world comes to London.

For three days, ExCeL fills with the people who make journeys happen: tour operators and DMCs, hoteliers and tourism boards, airlines, advisors and the technology companies behind them. Last year, more than 46,500 of them arrived from 182 countries, and the show generated more than £2.2 billion in business deals.

Look past the stands and the statistics, though, and you’ll see what WTM has always really been about. Two partners who have emailed for years finally shaking hands. An old colleague spotted across the aisle. A conversation that starts with “How was your flight?” and ends with a partnership.

That’s why we’re proud to be exhibiting at WTM London 2026 on Stand S16-428, from 3–5 November at ExCeL London. For a business headquartered in Richmond, it’s our home show. And we’re bringing something worth the walk across the hall: AI at work in a real travel business, live on our stand.

Resilience, Rebound and Reinvention

This year’s WTM conference theme is “Resilience, rebound & reinvention: the next era of global travel“. Few industries could wear those words more honestly.

Think about what the last few years have asked of travel teams. Borders closing overnight. Flights grounded. Currency swings eating into margins agreed months earlier. And through all of it, travellers who still needed someone to pick up the phone, and make it right.

That was resilience. The rebound followed: WTM London 2025 set records, with more than 40,000 confirmed business meetings and 5,500 buyers.

Now comes reinvention, and much of it is being driven by technology. For 2026, WTM is launching WTM Travel Tech, a co-located event with its own hall and entrance. Travel technology exhibitors grew by 55% at last year’s show, and 52% of visitors came actively looking to meet travel tech companies. Its Future Stage will explore AI and intelligent operations, platforms and integration, and payments and fintech.

Reinvention is exciting. It can also be unsettling. When every other conversation at a trade show is about AI, it’s fair to ask a simple question: where do the people fit?

Reinvention, With the Human Touch Intact

Here’s what we believe. The next era of travel won’t belong to the businesses with the most AI. It will belong to the ones that use AI to give their people back their time.

Because in luxury travel, the product was never just the itinerary. It’s the feeling of being looked after. The advisor who remembers that one client hates early starts and another always travels for an anniversary in June. The operations manager who rebooks three transfers at midnight, so a family wakes up to good news instead of bad. The DMC partner who goes further because they trust the person on the other end of the line.

No algorithm earns that kind of loyalty. People do.

So at Sugati, we put AI where it belongs: behind the scenes, clearing the way.

• Smart Compose, our built-in AI content toolkit, writes itinerary descriptions, final messages and supplier notes from the details already in each booking. Give it a hotel’s website and it drafts the copy from there. It works with Anthropic’s Claude, OpenAI’s ChatGPT or Google’s Gemini, and everything it writes is ready for your team to refine before it reaches a client.
• AI across sales and operations takes on the routine, time-consuming tasks that slow a team down, so enquiries are answered faster and bookings run more smoothly.
• One complete client record means every conversation picks up exactly where the last one left off, whoever on the team takes the call.
• Clear sight of costs and margins across currencies means that when exchange rates move, your team sees the impact and acts calmly.
• One connected workspace for sales, operations, suppliers, payments and finance means nobody spends their afternoon re-keying a booking into three different systems.

And because Sugati is built natively on Salesforce, it all runs on a platform designed for security and scale.

The result isn’t fewer human conversations. It’s more of them, and better ones. That’s the kind of reinvention we’re excited about, and it’s exactly what we’ll be showing on Stand S16-428.

Why Visit Stand S16-428

Everyone at WTM will be talking about AI. On our stand, you’ll see it working in a real travel business. Here’s what’s waiting for you:

• See AI at work, live. Watch Smart Compose turn a real booking into polished itinerary descriptions, final messages and supplier notes in moments, not hours.
• Bring a hotel and put it to the test. Give us the website of a hotel or lodge you love, and watch Smart Compose draft the copy on the spot.
• Find the right AI for your brand. See how Smart Compose works with Anthropic’s Claude, OpenAI’s ChatGPT or Google’s Gemini, and how your team keeps the final word on every sentence.
• Get straight answers, not hype. Where AI is saving travel teams time today across sales and operations, where it isn’t, and how to start without risking your brand voice or your clients’ trust.
• See the whole journey in one place. Follow a trip from first enquiry to departure in one connected workspace, built natively on Salesforce.
• Leave with ideas you can use next week. Whether or not you’re ready to change systems, you’ll go home knowing where AI could give your team back hours every week.

Whether you’re a tour operator, DMC, luxury travel company or tailor-made specialist, an existing client or simply curious about AI, we’d love to see you. No hard sell, just a good conversation with people who live and breathe travel technology.

Find us on Stand S16-428 at ExCeL London, 3–5 November 2026.

Drop by any time. To guarantee time with the team, email hello@sugatitravel.com and we’ll book a slot that suits you.

AI will keep changing how travel works. It won’t change why it matters: people, looking after people.

Come and see what that looks like in practice. We’ll see you on Stand S16-428.

About Sugati

Sugati is a travel CRM built natively on Salesforce for tour operators, destination management companies (DMCs), luxury travel advisors and tailor-made travel specialists.

It brings enquiries, itineraries, suppliers, payments, finance and client communications into one connected workspace, with built-in AI that gives teams more time for the people they serve. Headquartered in Richmond, London, with offices in Jaipur, Manila and Singapore, Sugati supports travel businesses around the world.

Frequently Asked Questions

What is WTM London?

WTM London (World Travel Market) is one of the world’s most influential travel and tourism events. It brings together more than 46,000 attendees, 5,500 buyers and over 4,000 exhibitors from more than 180 countries.

When and where is WTM London 2026?

WTM London 2026 takes place from 3–5 November 2026 at ExCeL London. The show is open 9:30–18:00 on Tuesday and Wednesday, and 9:30–17:00 on Thursday.

Where can I find Sugati at WTM London 2026?

Sugati is exhibiting on Stand S16-428 at ExCeL London, 3–5 November 2026. Drop by any time, or email hello@sugatitravel.com to book a time with the team.

What will I see on the Sugati stand?

Live demonstrations of AI at work in a travel business. That includes Smart Compose writing itinerary descriptions, final messages and supplier notes from booking data, and drafting copy from a hotel’s own website. You’ll also see how Sugati brings enquiries, itineraries, suppliers, payments and finance together in one workspace on Salesforce.

How does Sugati use AI?

Sugati uses AI behind the scenes to make sales and operations teams more efficient, taking on routine work so people can focus on their clients. One example is Smart Compose, our built-in AI content toolkit, which generates itinerary descriptions, final messages and supplier notes from booking data, and can draft content from a supplier’s own website. Teams can use Anthropic’s Claude, OpenAI’s ChatGPT or Google’s Gemini, and refine everything before it reaches a client.

Will AI replace travel advisors?

We don’t believe so. AI is excellent at speed, drafting and data. Luxury travel depends on judgement, trust and relationships, which remain human strengths. The advantage will go to teams that let AI handle the routine work so they can spend more time with their clients.

Who is Sugati designed for?

Sugati is designed for tour operators, DMCs, luxury travel agencies and tailor-made travel specialists that need one connected platform for enquiries, itineraries, suppliers, payments, finance and client communications.

The post Sugati at WTM London 2026: See AI at Work in Travel appeared first on Sugati Travel CRM.

Luxury travel CRM at TFest 2026 · Fairmont Mayakoba, Mexico · 25–28 October

Artificial intelligence can now draft an itinerary in seconds. It can answer an enquiry at 3am, compare a hundred hotels and summarise a supplier contract before the kettle has boiled.

So what, exactly, is a luxury traveller paying for?

The one thing AI can’t replicate: a person who knows them. An advisor who remembers that their client prefers a quiet corner table, travels with a nervous flyer and celebrates an anniversary every June. Someone who picks up the phone before the client even knows their connecting flight has been cancelled.

That belief is why we’re delighted to announce that Sugati will be exhibiting at TFest Chapter VII, taking place from 25–28 October 2026 at the Fairmont Mayakoba, Mexico.

An Event That Puts People First

TFest isn’t a conventional trade show, and that’s precisely why we’re going.

It describes itself as a movement to put the human experience first. Rather than back-to-back appointments under conference lighting, it brings together influential buyers and exhibitors in luxury and wellness travel, with a special focus on the Americas market, in an environment built around wellbeing and genuine connection.

At a time when so much of the industry conversation is about automation, we find that refreshing. It’s also a reminder of what luxury travel has always been: a business built on trust between people.

In an AI-Driven World, Connection Is the Luxury

When AI in luxury travel makes information instant and abundant, information loses its value. Anyone can now generate a polished itinerary or a shortlist of five-star resorts.

What becomes scarce, and therefore more valuable, is everything AI can’t do on its own:

• Judgement: knowing which of ten perfect hotels is right for this particular family
• Trust: a client handing over a honeymoon or a milestone birthday to someone they believe in
• Relationships: the guide, the villa manager and the DMC partner who will go further because they know you
• Reassurance: a calm human voice when plans change at the last minute

In luxury travel, these aren’t extras. They are the product.

The travel businesses that thrive over the next decade won’t be the ones that replace people with AI. They’ll be the ones that use AI to give their people more time to be brilliant at the human part.

Where AI Belongs: Behind the Scenes

At Sugati, we’re clear about where AI fits. It should take on the work that keeps travel teams away from their clients, not the conversations that keep clients coming back.

Inside Sugati, that looks like this:

• Smart Compose, our built-in AI content toolkit, writes itinerary descriptions, final messages and supplier notes from the details already in each booking. Give it a hotel’s website and it drafts the copy from there. It works with Anthropic’s Claude, OpenAI’s ChatGPT or Google’s Gemini, and everything it writes is ready for your team to refine before it reaches a client
• AI across sales and operations takes on the routine, time-consuming tasks that slow a team down, so enquiries are answered faster and bookings run more smoothly
• One complete client record means every conversation picks up exactly where the last one left off, whoever on the team takes the call
• One connected workspace for sales, operations, suppliers, payments and finance means nobody spends their afternoon re-keying a booking into three different systems

The result isn’t fewer human conversations. It’s more of them, and better ones.

And because Sugati is built natively on Salesforce, it all runs on a platform designed for security and scale.

What We’d Love to Talk About in Mexico

We’re not bringing a sales pitch to TFest. We’re bringing questions, and we’d love to hear your answers:

• Where is AI in luxury travel genuinely saving your team time, and where is it falling short?
• How do you use AI without losing your brand’s voice or your clients’ trust?
• What would it mean to replace disconnected legacy systems with one workspace?
• Could your advisors see a client’s full history before every conversation?
• What will tomorrow’s luxury and wellness travellers expect from the businesses that serve them?

With TFest’s focus on the Americas market, we’re especially keen to learn how travel businesses there are approaching these questions. Every conversation shapes what we build next.

Meet the Sugati Team at TFest

If you’re attending TFest Chapter VII, we’d be delighted to meet you, whether you’re an existing client, a buyer, a fellow exhibitor or simply curious about where technology is taking luxury travel.

To arrange a time, email us at hello@sugatitravel.com and we’ll find a moment that suits you during the event.

AI may be changing how luxury travel works. It hasn’t changed why it matters.

Let’s talk about that in person. We’ll see you in Mexico.

About Sugati

Sugati is a travel CRM built natively on Salesforce for tour operators, destination management companies (DMCs), luxury travel advisors and tailor-made travel specialists.

It brings enquiries, itineraries, suppliers, payments, finance and client communications into one connected workspace, with built-in AI that gives teams more time for the people they serve. Travel businesses around the world use Sugati to run complex, highly personal journeys with confidence.

Frequently Asked Questions

What is TFest?

TFest is an event for the luxury and wellness travel industry that brings together influential buyers and exhibitors, with a special focus on the Americas market. It puts wellbeing and human connection ahead of the traditional trade-show format.

When and where is TFest Chapter VII?

TFest Chapter VII takes place from 25–28 October 2026 at the Fairmont Mayakoba, Mexico.

How can I meet Sugati at TFest?

The Sugati team is exhibiting at TFest Chapter VII. Email hello@sugatitravel.com and we’ll arrange a convenient time to meet during the event.

How does Sugati use AI?

Sugati uses AI behind the scenes to make sales and operations teams more efficient, taking on routine work so people can focus on their clients. One example is Smart Compose, our built-in AI content toolkit, which generates itinerary descriptions, final messages and supplier notes from booking data, and can draft content from a supplier’s own website. Teams can use Anthropic’s Claude, OpenAI’s ChatGPT or Google’s Gemini, and refine everything before it reaches a client.

Will AI in luxury travel replace travel advisors?

We don’t believe so. AI is excellent at speed, drafting and data. Luxury travel depends on judgement, trust and relationships, which remain human strengths. The advantage will go to advisors who let AI handle the routine work so they can spend more time with their clients.

Who is Sugati designed for?

Sugati is designed for tour operators, DMCs, luxury travel agencies and tailor-made travel specialists that need one connected platform for enquiries, itineraries, suppliers, payments, finance and client communications.

The post Sugati at TFest Chapter VII: Human Connection in an AI-Driven World appeared first on Sugati Travel CRM.

Confidence. Community. The Future of Luxury Travel.

Luxury travel isn’t simply about where people go.

It’s about how they feel every step of the journey.

Clients expect experiences that feel effortless. Advisors promise journeys that are personal, seamless and unforgettable. Behind every extraordinary holiday sits an intricate network of people, suppliers and technology working together to make that promise a reality.

That is why we’re delighted to announce that Sugati will be attending Virtuoso Travel Week 2026, taking place from 9–13 August 2026 in Las Vegas, Nevada.

Throughout the week, you’ll find the Sugati team in the Travel Tech Summit, alongside fellow technology innovators supporting the world’s leading luxury travel businesses.

More importantly, we’re looking forward to meeting the advisors, tour operators, destination specialists and travel professionals who continue to shape the future of luxury travel.

Why Virtuoso Travel Week Matters

Virtuoso Travel Week is one of the most influential events in the luxury travel calendar.

Bringing together thousands of travel advisors, preferred partners, destinations and technology providers from around the world, it creates an environment where relationships are strengthened, ideas are exchanged and the future of luxury travel is discussed. It is where many of the industry’s most important conversations begin. Virtuoso Travel Week

For Sugati, it represents something we value deeply.

Community.

Many of the travel businesses we work with are already proud members of the Virtuoso network. Every day, they deliver extraordinary journeys that require precision, collaboration and complete confidence behind the scenes.

We’re excited to spend time with existing clients, meet new members and learn from the people raising the standard of luxury travel across the world.

Technology Should Never Replace Relationships

Luxury travel has always been a people business.

Clients remember the advisor who anticipated every detail.

They remember the perfectly timed recommendation.

They remember the reassurance that everything is under control.

What they rarely see is the operational complexity behind those moments.

Multiple suppliers.

Tailor-made itineraries.

Changing availability.

Payments.

Documentation.

Compliance.

Last-minute amendments.

The best travel businesses don’t eliminate complexity.

They master it.

That’s where technology quietly makes the difference.

At Sugati, we believe technology should never replace relationships—it should strengthen them. Great software disappears into the background, giving travel professionals the confidence to focus on creating exceptional journeys rather than managing disconnected systems.

One Workspace. Complete Confidence.

In recent months, we’ve shared our thoughts on building confidence through connected technology.

Whether discussing market uncertainty, operational resilience or integrated content, one theme continues to emerge.

Luxury travel businesses perform at their best when everyone works from the same source of truth.

One customer.

One itinerary.

One operational view.

One connected workspace.

As a Salesforce-native Travel CRM, Sugati brings together sales, operations, supplier management, finance, itinerary creation and customer communications within a single platform. Instead of switching between multiple disconnected systems, teams gain greater visibility, collaboration and confidence throughout the customer journey.

These are exactly the conversations we’re looking forward to having during Virtuoso Travel Week.

Meet the Sugati Team at the Travel Tech Summit

If you’re attending Virtuoso Travel Week from 9–13 August, we’d love to meet you.

You can find us in the Travel Tech Summit, where we’ll be showcasing how modern travel technology can help luxury travel businesses simplify operations without compromising the personalised service that defines the luxury market.

Whether you’re:

• Looking to modernise legacy systems
• Exploring Salesforce as a platform for travel
• Improving operational efficiency
• Creating richer digital itineraries
• Connecting sales, operations and finance
• Or simply interested in the future of luxury travel technology

please stop by and say hello.

There won’t be a hard sales pitch—just honest conversations with people who share a passion for exceptional travel.

Looking Forward to Listening

One of the greatest opportunities at Virtuoso Travel Week isn’t presenting.

It’s listening.

Every conversation helps us better understand how luxury travel businesses are evolving.

The challenges they face.

The opportunities they see.

The expectations of tomorrow’s travellers.

Those insights influence every enhancement we make to Sugati.

Because the best technology isn’t built in isolation.

It’s built together with the people who use it every day.

About Sugati

Sugati is a Salesforce-native Travel CRM designed specifically for tour operators, destination management companies (DMCs), luxury travel advisors and tailor-made travel businesses.

The platform combines CRM, sales, operations, supplier management, finance, itinerary creation and customer engagement into a single connected workspace, helping travel businesses deliver exceptional customer experiences with greater efficiency and confidence.

Today, Sugati supports travel companies across the globe, including a growing number of businesses within the Virtuoso network.

We Look Forward to Seeing You in Las Vegas

If you’re attending Virtuoso Travel Week this August, we’d be delighted to meet you.

Whether you’re an existing client, a Virtuoso member or simply interested in the future of luxury travel technology, come and visit the Sugati team at the Travel Tech Summit.

Let’s talk about confidence.

Let’s talk about community.

Let’s talk about the future of luxury travel.

We’ll see you in Las Vegas.

Frequently Asked Questions

What is Virtuoso Travel Week?

Virtuoso Travel Week is the flagship annual event for the Virtuoso luxury travel network, bringing together travel advisors, preferred partners, destinations and technology providers from around the world for networking, education and business development.

When is Virtuoso Travel Week 2026?

Virtuoso Travel Week 2026 takes place from 9–13 August 2026 in Las Vegas, Nevada.

Where can I meet Sugati during Virtuoso Travel Week?

The Sugati team will be exhibiting in the Travel Tech Summit, where attendees can explore how our Salesforce-native Travel CRM supports luxury travel businesses.

Who is Sugati designed for?

Sugati is designed for tour operators, destination management companies (DMCs), luxury travel agencies and bespoke travel specialists that require a connected platform for managing enquiries, operations, suppliers, finance and customer journeys.

Why is Sugati attending Virtuoso Travel Week?

We’re attending to reconnect with existing clients, meet new Virtuoso members, share ideas, learn from industry leaders and continue helping luxury travel businesses deliver exceptional experiences through connected technology.

The post Sugati Heads to Virtuoso Travel Week 2026 appeared first on Sugati Travel CRM.

Wars across Europe and the Middle East continue to affect fuel prices, airline routing and consumer confidence. Political instability in the UK has added further pressure to an already fragile economy. Inflation continues to shape supplier pricing globally, whilst currency markets shift faster than many finance teams can comfortably predict.

For travel businesses, these pressures rarely arrive one at a time.

They overlap.

Quietly affecting margins underneath otherwise successful bookings.

A trip may look commercially healthy when confirmed. Yet months later, by the time hotels, ground handlers and suppliers are paid, foreign exchange movement alone may have reshaped the profitability of the booking entirely.

For many Finance Directors, this has become one of the least predictable parts of operating a modern travel business.

Not because demand has disappeared.
But because certainty has.

Margin Is No Longer Controlled by Pricing Alone

In travel, the sale itself is only part of the story.

Between confirmation and departure, there are countless variables sitting underneath a booking:

• Hotel payments
• Ground handling costs
• Transport fluctuations
• Local operational changes
• Currency exposure across multiple markets

Even relatively small currency movements can materially impact profitability across an entire season.

Yet many travel businesses still manage FX exposure reactively.

Usually in spreadsheets.
Often across disconnected systems.
Almost always after the pressure has already arrived.

Visibility Is Becoming a Competitive Advantage

Most operational systems were never designed to give finance teams clear visibility around future exposure.

The booking may sit in one platform.
Supplier liabilities in another.
Currency conversations somewhere inside an email chain.

As businesses scale, fragmentation becomes harder to manage.

Not loudly.
Quietly.

It shows itself in uncertainty around true margins.
In slower decision-making.
In reduced confidence around forecasting.

This is where a modern Travel CRM should begin to do more than simply manage bookings and itineraries.

It should help businesses understand operational reality in real time.

Discover how Sugati Travel CRM helps travel businesses connect operations, supplier management and financial visibility.

Forward Contracts with Sugati

At Sugati Travel, we believe operational clarity should extend into financial visibility.

That includes helping travel businesses gain greater control over foreign exchange exposure.

Through our integrated FX workflows, Sugati customers can structure supplier payments directly through connected FX platforms, allowing businesses to protect exposure earlier in the booking lifecycle.

One of the most valuable tools within this process is the ability to use a Forward Contract in travel to secure an exchange rate in advance for future supplier payments.

In practical terms, this helps create:

• • Greater predictability: around supplier costs
  • Improved visibility: of future liabilities
  • Stronger protection: of projected margins
  • Reduced exposure: to sudden currency movement

More importantly, it helps Finance Directors sleep a little better at night.

Not because volatility disappears.
But because exposure becomes visible earlier.

Speak to the Sugati team about integrated FX workflows and Forward Contract visibility within Sugati.

Greater Visibility Creates Calmer Operations

The travel industry is unlikely to become less stable anytime soon.

Wars, political instability, inflationary pressure and currency fluctuations continue to reshape how travel businesses operate behind the scenes.

The businesses navigating these conditions most confidently are not necessarily avoiding uncertainty altogether.

They are creating earlier visibility around it.

At Sugati Travel, we help travel businesses bring together CRM, supplier operations, finance visibility and FX workflows into one connected operational environment.

Because protecting margin is no longer only about selling well.

It is about understanding exposure before volatility reaches the booking.

Arrange a conversation with Sugati about FX control for travel companies and Forward Contract workflows.

The post Calm in Uncertain Conditions appeared first on Sugati Travel CRM.

Bringing Destination Happy to London

At Sugati, we’re driven by the belief that technology should empower people, not replace them. As we prepare for Travel Tech Show London, we invite you to join us in exploring how our solution can bring the “romance” back into your travel business by making the complex feel simple.

We look forward to welcoming both our existing community and those looking for a partner to scale their operations with confidence.

Join us at stand: N39

Stop by to see how we are empowering the future of travel. Sugati is a sophisticated, end-to-end solution tailored for the world’s leading luxury travel brands. Built on decades of industry heritage, our platform unifies every facet of your operations-from intuitive trip designs and complex itinerary building to seamless financial management. Our focus is simple, to streamline your operations so that your business can focus on scaling and customer satisfaction. Engineered for precision and global reach, Sugati simplifies the technical landscape, freeing your team to refocus on the personal touch.

Whether you’re looking to transform your operations or simply want to explore possibilities, we look forward to meeting you at Stand N39 .

The post Travel Tech Show: London 2026! appeared first on Sugati Travel CRM.

Why a luxury travel operations platform must reduce friction before it adds intelligence.

As 2026 begins, the priority for luxury travel leaders is no longer radical reinvention. It is certainty. In a market shaped by rising expectations, tighter margins and increasing operational pressure, confidence comes from operating on a luxury travel operations platform that is aligned, resilient and built for control. One end-to-end solution to adapt to the needs of the luxury travel sector.

This post is not about new features or industry noise. Instead, it explores why clarity has become the defining operational advantage in luxury travel—and how platforms that remove friction quietly outperform those that simply add capability.

Integration within a luxury travel operations platform

Luxury travel is built on detail. However, those details often sit across disconnected systems, requiring teams to act as the manual bridge between flights, itineraries, payments and suppliers.

When systems fail to communicate, control is lost incrementally rather than visibly.

Over the past year, Sugati has focused on integrations designed to remove friction without demanding attention. Automated flight logic helps ensure itineraries remain accurate as schedules change, reducing constant manual checks and downstream rework.

At the same time, connected finance workflows have brought payments into the operational core. With XE-powered supplier payments, supported by XE, live FX rates, spot and forward contracts now move in step with the journey itself.

As a result, teams operate with a clearer picture of both operational and financial reality. As 2026 unfolds, this approach continues through a broader set of integrations and platform enhancements—each designed to strengthen alignment without increasing cognitive load.

At this stage, integration is no longer about efficiency.
It is about maintaining control as complexity grows.

A shared operating standard for luxury travel businesses

One of the most meaningful shifts across the last year has been the evolution of Sugati Community.

This is not a marketplace. Rather, it is a deliberately curated operating environment for Tour Operators, Travel Agents and DMCs who share a common standard for delivering luxury holidays.

Across platform usage and collaboration patterns, a familiar set of challenges consistently appears:

• Travel Agents constrained by systems that slow response times, yet cautious about disruptive migration.

• DMCs burdened by repeated re-quoting and data duplication across multiple channels.

• Tour Operators waiting on fragmented supplier information while clients expect immediate, branded responses.

Sugati Community was designed to address this information lag.

By providing a shared technology foundation—while preserving each business’s identity—the Community allows information to flow predictably rather than waiting to be chased. In practice, this has led to material reductions in rework and turnaround time, with a measurable impact on time to booking.

In luxury travel, that difference is decisive.

Operational information designed for modern luxury travel

In 2026, presentation alone no longer defines professionalism. Accuracy does.

Because Sugati Community operates from a single source of truth, operational information can be delivered in the format your client prefers—without fragmentation or duplication.

• Interactive HTML itineraries support travellers who want to explore their journey dynamically.

• Branded PDFs retain the reassurance of a traditional luxury format.

• Real-time synchronisation ensures that one update is reflected everywhere, instantly.

It is not the format that builds trust—it is confidence in the information itself.

AI within luxury travel operations: measured, not noisy

AI will continue to influence the travel landscape. However, in luxury travel, its value depends entirely on how it is applied.

AI is not about replacing judgement. Instead, it reduces the administrative weight that prevents experienced teams from exercising it fully.

Used responsibly, AI can surface patterns, flag inconsistencies and support better decisions at the right moment. By contrast, poorly implemented AI introduces noise, uncertainty and operational distraction.

For this reason, Sugati’s approach remains deliberate. AI is applied only where it strengthens clarity, confidence and control within a luxury travel operations platform, supporting human expertise rather than attempting to replicate it.

What this means for 2026

As the year ahead takes shape, one pattern is becoming increasingly clear:

• Fragmented systems quietly erode margin and momentum

• Aligned operations create steadiness, not strain

• Clarity, not complexity, defines resilience

Through deeper integration, clearer financial workflows and a community of like-minded partners, Sugati continues to support a more considered way forward.

2026 does not reward noise.
It rewards clarity.

Your next step

If your team is losing time to manual bridge work between systems, it may be time to step back and assess where friction is quietly accumulating.

We have developed the 2026 Operational Friction Audit—a practical, 10-point framework shaped by insight from the Sugati community—to help you identify where control, margin and momentum are being diluted.

Request an invite to the Sugati Community
or
Get in touch.

The post Year 2026 : Clarity, Without Compromise appeared first on Sugati Travel CRM.

Every festive season gives us a moment to pause, reflect and appreciate the journeys we help create — the remarkable experiences our travellers enjoy, and the partnerships that make them possible. At Sugati, this time of year always inspires us to ask a simple question: how can we bring even more clarity and empowerment to travel supplier payments, a process at the heart of every itinerary you design?

This year, our answer arrives in the form of something powerful — a new capability created to give travel businesses greater confidence, transparency and control. Announced at our Customer Event at the National Gallery, we shared the launch of our partnership with XE.com, a global leader in currency exchange.

Together, we are introducing a seamless way for you to manage travel supplier payments directly within Sugati, supported by XE’s trusted live FX rates. It’s a meaningful upgrade… and a timely gift for the season of giving.

Why Clarity in Travel Supplier Payments Matters More Than Ever

Luxury travel businesses thrive on precision. Every detail matters — from handpicked hotels to curated experiences that feel effortless to the guest. Yet behind the scenes, the financial workflow can be far from straightforward.

Fluctuating exchange rates, slow reconciliations, and hidden losses in the supplier payment process can make margins difficult to measure. We understand how this uncertainty affects planning, profitability, and peace of mind.

So we asked ourselves:

What if travel supplier payments could be as seamless as the journeys you create?

Introducing Direct Supplier Payments Powered by XE

Beginning early next year, Sugati will give you the power to:

Pay suppliers directly through Sugati

All in one place — no switching systems, no broken workflows.

Access XE’s live exchange rates the moment you make a payment

Instant clarity. No surprises.

See real gains and losses on every booking

Sugati automatically calculates FX impact so you can understand your true margin — improving financial reporting, decision-making, and future planning.

Streamline your finance and operations teams

Less manual work. More confidence. More accuracy. More time for creating meaningful travel experiences.

This new supplier payment automation is a reflection of our commitment to transparency, trust and resilience. It brings renewed clarity to one of the most essential processes in your business.

Technology That Connects People, Not Just Numbers

While this is undeniably a data-driven upgrade, its purpose remains deeply human.

It’s about giving your operations team freedom from manual reconciliation.
Giving your finance team the reassurance of accurate, real-time numbers.
Giving your travellers the benefit of a business that flows with elegance and ease.

Because when you run on data you trust, you unlock space to design the unforgettable journeys your clients deserve. That is the power of clarity in travel supplier payments — and the promise behind our partnership with XE.

What Happens Next?

Whether or not you joined us at the Customer Event, we would be delighted to walk you through this new payment capability.

A short demonstration will show you:

• How supplier payments now flow through Sugati

• How XE’s rates appear instantly

• How to view margin clarity at booking level

• How your teams can reduce hours of manual processing

When you’re ready, we’ll introduce you to the XE team so you can begin setting up the necessary payment arrangements.

This is a moment of discovery and empowerment — a step into the new year with greater transparency, stronger operational resilience and renewed confidence in every number that drives your business.

A season of giving indeed… and a powerful way to start the year ahead.

The post A Season of Giving: Empowering Travel Businesses with Clearer Payments and Stronger Margins appeared first on Sugati Travel CRM.

Sugati at World Travel Market 2025

Meet Sugati at Stand S2-428

From 4–6 November, Sugati will be at World Travel Market, London, showcasing how our Salesforce-native travel CRM helps travel companies connect every part of their business — from marketing and sales to operations and finance — in one beautifully simple system.

Sugati empowers travel businesses to plan and manage every stage of the client journey, from first touch to loyal return, while fostering collaboration across teams and partners.

Come and see how technology built for travel can help you deliver high-touch experiences, streamline your workflows, and stay connected with your clients and suppliers.

Join us at Stand S2-428.
Effortless travel Unlocked.

The post Sugati at World Travel Market 2025 – Effortless Travel Unlocked appeared first on Sugati Travel CRM.

In today’s competitive travel industry, a powerful Travel CRM can make all the difference between just keeping up and truly standing out. At Sugati, we work with travel businesses worldwide to refine their processes, improve client experiences, and increase bookings — all through technology that works seamlessly behind the scenes.

That’s where a business process-led review can make all the difference.

Recently, we worked with a luxury travel company celebrated for creating extraordinary journeys by land and rail. While their reputation was strong, their fragmented systems and stretched teams made it harder to deliver their signature high-touch service. By reviewing and optimising their workflows, they streamlined operations, enhanced their client experience, and future-proofed their business.

How Sugati Helps Travel Businesses Thrive

1. Seamless Integration

   From the first enquiry to the final invoice, all your data and processes live in one connected Travel CRM. No more juggling systems or re-entering details – just smooth, efficient workflows.

2. Elevating Every Client Interaction

   Today’s travellers expect personalised service, beautifully designed documents, and quick, seamless digital touchpoints. With branded itineraries, interactive proposals, payment forms, and automated communications, a travel customer relationship management system helps you exceed those expectations every time.

3. Efficiency that Fuels Growth
   

   Automate repetitive admin tasks like document generation and payment capture, freeing your team to focus on delivering memorable experiences.

4. Data-Driven Profitability

   Real-time financial reporting, booking-level insights, and intelligent costing tools ensure every trip remains profitable.

5. Insights for the Future
   

   Track booking trends, supplier usage, and traveller preferences to anticipate demand and design future offerings with confidence.

Why a Business Process-Led Review Works for Travel CRM Project?

This approach identifies what’s working, what’s slowing you down, and how your ideal tech stack should look. The result? A roadmap that helps you scale your travel business without losing the personal touch your clients value most.

Sugati gives you the tools to grow sustainably, protect your margins, and deliver outstanding journeys at every stage.

Ready to see what a business process-led review could do for your travel business?
[Start Your Review Journey Today]

See what travel companies around the globe are saying about Sugati. Read their reviews here.

The post Boost Travel Sales with a Business Process-Led Travel CRM appeared first on Sugati Travel CRM.

If you’re looking for a powerful and easy-to-use smart import itineraries tool, you’re in the right place.

Here at Sugati, we understand how important it is to provide your clients with beautifully designed, detailed travel itineraries. But we also know how long it can take. Manually pulling together trip details – including content from your DMCs, suppliers, and costings – eats up valuable hours. Hours you’d rather spend engaging with your clients..

That’s why we’ve created the Sugati Smart Import Itineraries tool – a game-changing feature of our Salesforce-native travel itinerary builder.

Now you can directly import day by day itinerary data – everything from trip details to costings – straight into Sugati’s Trip Planner. And within minutes you’ll have a beautifully designed, fully interactive itinerary ready to send to your clients.

Here is how Sugati’s Smart Import Itineraries works:

1. Seamless import – Upload the details provided by your supplier or DMC directly into Sugati’s system.
2. Interactive & engaging – Present your clients with their entire trip – complete with stunning photos, videos, maps and itineraries – created in moments.
3. Effortless pricing integration – You can automatically include costings, to ensure a streamlined booking process.
4. Consistently branded – Ensure every itinerary reflects your identity.
5. A faster turnaround means more bookings – Impress your guests with detailed proposals in record time, and secure their booking.

The best part? It’s effortless. Spend less time on admin and more time delivering unforgettable travel experiences.

Want to see how Sugati travel itinerary builder can simplify your workflow and impress your clients? Get in touch today for a personalised demo and discover how Sugati’s Smart Import tool is redefining the way travel is planned, priced, and sold.

What Our Clients Are Saying

Don’t just take our word for it. Travel companies around the world trust Sugati to streamline their operations and enhance their customer experience. On the Salesforce AppExchange, our clients consistently praise Sugati for its powerful features, responsive support, and deep travel industry insight. From luxury tour operators to niche DMCs, they highlight how Sugati has transformed the way they manage itineraries, bookings, and customer relationships – all within a single, native Salesforce platform.

“Sugati has transformed our business. The integration with Salesforce is seamless, and the itinerary builder is incredibly intuitive.”
— Verified AppExchange Reviewer

The post Start Simple. Scale Smart. Stay in Control in Your Travel Business appeared first on Sugati Travel CRM.