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.

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.

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Sugati at World Travel Market 2025

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On 19-20 June, Sugati is returning to the TravelTech Show (formerly known as Travel Technology Europe) for the 8th time.

Please come and say hello at Stand M41. We’ll show you how Sugati can help your travel company integrate all your management needs into one, beautifully simple system.

Sugati empowers travel agents and tour operators deliver impeccable high-touch travel experiences.

Effortlessly.

Travel Technology Europe 2024

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Sugati at LATA Expo

The post Come and meet Sugati at LATA Expo appeared first on Sugati Travel CRM.

Attendees not only witnessed Sugati’s major updates built on top of the Salesforce platform but also they are excited and equally assured by our ambition and constant investment in travel technology innovation.

The post Sugati Travel Customer Event appeared first on Sugati Travel CRM.

Sugati is going to be at Travel Technology Europe (TTE) 2020.

In 2020, Sugati returns to the Travel Technology Europe (TTE). Sugati has experienced an amazing growth exposure in 2019. We are going to maintain that momentum and accelerate our growth into 2020 and beyond. We are raring to showcase much improved Sugati to the potential clients, partners and suppliers at TTE 2020, happening on the 26th and 27th of February at the Olympia London.

Sugati Travel CRM is a really powerful travel agent software solution built on top of Salesforce CRM, a platform that we love, to provide key travel-centric features.

Our CEO, Tin Aung, our Head of Project Deliveries, Ian Fairhurst and our Business Development Manager, Amir Emami-Zadeh are going to be at our stand, T82. Come and talk to us to learn more about what Sugati has to offer.

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