Travel tech has the tools. Travel brands have the demand.
The problem? They rarely win together.
In 2026, that must change.
In a recent solo LinkedIn Live session of AI Tourism Talks, I explored why this disconnect persists, what each side can do better, and how my new project, Tech4Travel, aims to close the gap.
👉 Watch the full episode here:
https://www.youtube.com/watch?v=aiL3okfbOeQ
What Travel Tech Needs to Stop Doing
1. Selling features instead of outcomes
Tourism decision-makers don’t care about AI stacks or integrations. They care about what changes in their business. Focus on the results you deliver, not the specs.
2. Confusing the buyer with jargon
You’re talking about dashboards. They’re thinking about time savings, guest experience, and team workflows. Speak their language.
3. Treating sales like a numbers game
Stop spamming cold DMs. Start building trust. Invest in good content, useful insights, and a real positioning strategy. Educate first, sell later.
What Travel Brands Should Start Doing
1. Define the problem first
Before evaluating any tool, ask yourself: What are we solving for, efficiency, revenue, or experience?
2. Pick partners, not just platforms
The best vendors will support you after onboarding. Look for teams that care about your outcomes.
3. Test small, scale smart
Ask for a micro-pilot. Run a short test. See results. Then scale.
Why I Built Tech4Travel
After 25+ years in tourism and over two years working directly with 40+ travel tech companies and 1,000+ tourism brands, I saw the same pattern:
- Tech solutions exist
- Brands want better tools
- But the match is broken
So I built Tech4Travel – a curated B2B marketplace (not a community yet) that connects the right travel tech solutions with the right travel brands.
For Travel Tech Companies:
- Showcase your solution in a segmented, searchable way
- Be visible to actual travel decision-makers
- No spam, no noise, just useful discovery
For Travel Brands:
- Find vetted tools based on your needs
- Skip the demos and sales pressure
- Get what works, faster
Status: Now open for early beta users
DM me “Marketplace” on LinkedIn to join for free
I’m Opening a Few Collaboration Slots
If you’re a travel tech company looking to sharpen your message and attract better B2B leads in 2026, I’m opening a few collaboration slots for late 2025 and early 2026.
Here’s what we can do together:
- Clarify your positioning so travel brands get what you do
- Use AI-powered content to warm up leads
- Create pilot programs or lead-gen funnels with real value
DM me “Collaboration” on LinkedIn and let’s talk.
Final Thoughts
2026 is not about chasing every new tool or trend.
It’s about clarity, partnerships, and solving real problems on both sides of the table.
- Travel tech needs better messaging.
- Travel brands need smarter tools and better support.
- Tech4Travel was built to bring them together.
Replay: Watch on YouTube
Marketplace: Explore Tech4Travel
About the Author
Ivan Ivanovic is a tourism and travel tech advisor, content strategist, and founder of AI Tourism Talks and Tech4Travel.
He helps travel tech vendors grow through content and positioning and supports tourism brands in choosing the right tools for their goals.
Connect with Ivan:
LinkedIn ➝ https://www.linkedin.com/in/ivan-ivanovic-marketing/
Instagram ➝ https://www.instagram.com/theivanivanovic
X/Twitter ➝ https://x.com/theivanivanovic
TikTok ➝ https://www.tiktok.com/@theivanivanovic
Newsletter ➝ https://ai-tourism-innovator.beehiiv.com
Website ➝ https://ai-tourism-innovator.com