In the rearview: Fitur 2025

It's been a few weeks since FITUR - a great event bringing some of the biggest and best travel brands together in the Spanish capital.

If you didn't manage to make it, there's no need to worry - below we've unpacked what we saw in Madrid.

Travel gets serious about ground transportation

Some of the biggest players in online travel are seeing the strategic potential of their ground offering and starting to adopt smarter strategies.

Strategic prioritization

Ground transportation and, more specifically, transfers, are starting to gain traction in the board room.

Historically overlooked and underserved, demand for more personalization and longer-tail, less well-known destinations means rides are becoming a key tool for delivering great customer experiences.

And an increasingly valuable opportunity for driving revenue.

The end of “one-supplier-fits-all”

The monolithic approach to ground transfers no longer works.

In order to deliver more personalized products, with the coverage, flexibility, quality and price travelers expect, large online travel brands are no longer interested in limiting themselves, and their customers, with exclusive single-supplier agreements.

By building a roster of reliable ground transportation providers, managed by a dedicated in-house supply management team, these businesses can be more competitive, with greater choice and control - accelerating innovation and growth.

Fully integrated

A ground experience for today’s traveler.

Online travel brands are prioritizing full API integration for ground transportation, improving access to dynamic pricing and giving their customers the modern travel experience they expect, with more booking flexibility and advanced features, such as real-time driver tracking.

Digital transformation

Travel’s shift from offline to online continues to move at pace.

Even markets that typically favored offline servicing due to lower costs of labor are focusing their attention online in order to keep up with changing consumer behavior.

We’d love to understand more about how you're handling ground transfers for your travelers and what your future plans are - get in touch with our team to request a brief intro call.

We’d love to understand more about how you're handling ground transfers for your travelers and what your future plans are.

And if a meeting at FITUR wasn't to be, email [email protected] to book a call - or catch up with our team at the following events this year:

ITB Berlin

Messe Berlin | 4-6 March

Meet us at ITB Berlin: [email protected]

Arabian Travel Market

DWTC Dubai | 28 April - 1 May

Meet us at ATM: [email protected]

World Travel Market (WTM) London

ExCel London | 4-6 November

Meet us at WTM London: [email protected]