• • 68% of industry professionals cite the service provided by these companies as the most important factor

• • On a secondary level of importance, other attributes emerge, such as the company’s cutting-edge approach and innovation (29%) and the closeness of the relationship with agencies (28%)

• • When it comes to the information channels they rely on, three out of four travel agents prefer direct communication from the tech companies themselves

• • Some way behind are other media, such as social media (36%) and trade publications (36%)

 

Customer service and technological expertise have emerged as the key factors that travel agencies value in a traveltech company, according to a study conducted by Beroni in collaboration with ObservaTUR, the national travel agency’s monitoring and analysis tool.

Specifically, 68% of professionals highlight the service provided by these companies as the most important factor, followed by the level of technical expertise, cited by 61% of respondents. Beyond these key factors, industry professionals also emphasize the companies’ commitment, mentioned by 4 out of 10 respondents.

On a secondary level of importance, other attributes emerge, such as the company’s cutting-edge approach and innovation (29%) and the closeness of the relationship with agencies (28%)

Meanwhile, the R&D department is cited by 19% of respondents, making it the least frequently mentioned aspect, although it remains equally important overall.

Channels for information on the latest technological developments

Beroni's report also examines the channels through which travel agencies stay informed about technological developments in the industry.

The results show a clear preference for direct communication from the technology companies themselves, which three out of four agencies cited as their primary source of information. These communications are primarily delivered through newsletters and corporate websites.

Next, though at some distance, come social media (36%) and specialized media outlets (36%), particularly those with sections dedicated to technology. In last place, respondents cited general-interest media, at 27%.

According to Josep Bellés, CEO of Beroni, “Travel agencies today are looking for more than just technology: they need partners who understand their day-to-day operations, provide real solutions, and offer personalized, expert support. Technology alone is no longer enough if it isn’t accompanied by value and support.”

 

About Beroni

Beroni is a leading technology and R&D services company that, since its founding in 1987, has specialized in developing software solutions and complementary services for the tourism and travel industry, particularly for the travel agency sector—including outbound agencies in both the leisure and corporate segments, as well as wholesalers and inbound agencies. It is worth noting the significance the technology company has gained in recent years in website design and the use of its online marketplace, enabling destinations to promote their regions and market the tourism experiences they offer to travelers. Also noteworthy is its online booking platform, Wasabi-s, currently used by more than 800 travel agencies and 6 management groups. Since its creation in 2018, it has been a member of the board of trustees of the National Observatory of Outbound Tourism (ObservaTUR) and is one of the founding entities of the Tech Tourism Cluster of Catalonia, promoted by ACCIÓ and the General Directorate of Tourism.