On June 2nd and 3rd, Orchestra participated in ConX and AfterX 2026 in Palma de Mallorca, two essential TravelTech events organized by Travelgate, bringing together over 1,000 tourism, distribution, and travel technology professionals from around the world.

Present alongside the Travelsoft group, the event's official sponsor, Orchestra was represented by Ana Domenech, Managing Director, Mikel Otxandorena, VP Account Management Transport & Hospitality, and Hélène Szostek, Marketing, Communication & Data Manager.

These two days provided an opportunity to meet with our clients and partners, engage with key industry players, and share insights on the major transformations shaping the travel industry.

An edition focused on differentiation

This 2026 edition centered on a particularly timely theme: "Otherness: When AI Makes Everyone Average".

As artificial intelligence becomes accessible to all market players, one question arises: How can you continue to stand out when technologies are gradually becoming the same for everyone?

Throughout the conferences and panel discussions, speakers shared a strong conviction: AI alone is no longer a competitive advantage. Value creation now depends on a company's ability to combine technology, industry expertise, data quality, and customer insight to offer truly differentiating experiences.

Ana Domenech among the ConX speakers

One of the highlights of this edition was the participation ofAna Domenech, Managing Director of Orchestra, in the panel "Hotel Distribution: Where Is the Otherness?" alongside Elodie Leunen (Fastpayhotels), Mark Nueschen (World2Meet), and Tarique Khatri (Almosafer).

The discussions highlighted the profound changes in hotel distribution in the face of the rise of artificial intelligence. The conversation focused on how companies can continue to create value in an environment where automation and optimization are becoming standard.

Beyond technology, the speakers emphasized the importance of data quality, human expertise, strategic partnerships, and innovation to sustainably support market developments.

AfterX: keeping the conversation going

The following day, AfterX provided an exclusive setting to continue discussions among travel distribution professionals.

The event helped strengthen the exchanges initiated during ConX and allowed for sharing feedback on key industry challenges in a friendly atmosphere.

In parallel, Orchestra also hosted several dinners bringing together clients and partners to further these discussions and consolidate relationships within our ecosystem.

Our key takeaways from this edition

ConX & AfterX 2026 confirmed several underlying trends that will permanently transform our industry:

• artificial intelligence is becoming a standard for the entire market;
• differentiation now relies on the quality of data, content, and services offered;
• industry expertise remains essential to fully leverage new technologies;
• collaboration between the various players in the ecosystem will be a key driver of innovation more than ever.

Thanks to the teams at Travelgate, as well as Pedro Camara and Luisa Camara (CEO of Travelgate), for organizing this latest edition and for the high-quality discussions throughout these two days.

We are thrilled to have represented Orchestra and the Travelsoft group at this major TravelTech event and are already looking forward to seeing the entire ecosystem again at the next edition.