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.