ConX 2026: Otherness versus AI

Differentiation emerges as AI commoditises technology

ConX 2026, the annual conference hosted by Travelgate, which has been part of Travelsoft Group since 2024, brought together more than 1,000 leaders, founders and senior decision-makers in Palma de Mallorca on 2–3 June, representing over 460 companies and more than 50 countries. Under the theme “Otherness: Where difference becomes strategy and AI makes everyone average”, the programme put differentiation at the centre of a sector in which artificial intelligence is rapidly commoditising technology and could, in time, homogenise offers.

This year’s edition sought concrete answers: AI is transforming every layer of distribution, yet durable advantage still rests on customer understanding, trusted partnerships and the ability to solve real problems. The day opened with Travelgate chief executive Pedro Camara and chief commercial officer Luisa Camara urging leaders to focus on what makes their businesses irreplaceable, with technology becoming a prerequisite rather than a differentiator.

The event also provided space to examine hotel distribution, describing a shift in which connectivity and tools are now the baseline. Differentiation increasingly plays out in content quality, operational excellence, regional expertise and customer experience. As AI-led environments take hold, visibility is emerging as a strategic challenge while discovery models evolve.

Difference remains human

An interview led by Leonardo Saroni (TT2 TravelTech) with Henry Briance (Certares) confirmed that AI now weighs on almost every capital-allocation decision, accelerating both innovation and consolidation. Long-term differentiation lies less in the technology stack alone than in durable advantages such as trust, customer relationships and deep sector expertise. Executives were encouraged to weigh carefully what to build, buy or partner on, based on what truly matters to end users.

Traveller behaviour is shifting too. The panel “Creating Value/Otherness in an AI-Normalized World”, moderated by Alex Gisbert (XEA), highlighted the move from traditional search towards conversational, intent-led interactions. Companies that outperform are those using AI to amplify existing strengths, provided they adapt their culture and execution models accordingly.