Words from the Pros: Transformation, innovation and alliances in digital tourism by 2026
Summary
An industry in constant flux
After more than 25 years in the tourism and digital sector, what is your perspective on the current transformation of travel tech?
Georges Sans:
It's constantly evolving. I'm thinking in particular of the airline industry with NDC, or AI, which is now permeating all IT/digital services, despite its inherent complexity. As for data, I believe it remains a challenge to master. However, we're seeing a real shift in awareness among offline players: technology is now perceived as a performance driver for both the company and its employees, enabling them to improve the quality of service for customers.
Complementary players and a new generation of entrepreneurs
You currently hold cross-functional roles across Civitatis, Generation Voyage, Tictactrip and Mobee Travel. What synergies do you see between these players?
Georges Sans:
Today, Civitatis takes up most of my time because I'm involved in day-to-day operations. For Generation Voyage, my support focuses on the company's strategy and development alongside the founders. Regarding Tictactrip, after three intense years of support marked by the launch of Very Train, the company is experiencing significant growth; its future now rests in the hands of its three founders and the investors who support them. Finally, for Mobee Travel, after assisting its founder Lucas Gebhardt for several years, I remain a shareholder and member of the strategic board.
Beyond their complementary skills, what strikes me most is that these young entrepreneurs are mostly not from the travel sector. They bring a boldness and an open-minded vision that is driving our entire travel industry forward and evolving.
AI, the driving force behind the next digital revolution
The online tourism distribution model continues to evolve rapidly. In your opinion, what will be the major trends in 2026?
GS:
The major trend will be the integration of AI, particularly on the back-office side: process automation, acceleration of solution development, content creation and data management to refine customer knowledge and thus get closer to them.
Civitatis, the art of “less is more” applied to travel
How is Civitatis, in particular, adapting to new traveler behaviors and the rise of local and responsible experiences?
Georges Sans:
At Civitatis, we are strong proponents of the “less is more” philosophy. In other words, we take great care in curating our products: we have raised the bar for quality with our providers to offer a premium experience to our clients. This translates into a smaller selection. By this, I mean that when you search for activities, where others display numerous options for a single activity, we offer only one – the best according to our criteria – which truly helps the client make the right decision.
Furthermore, we are one of the few companies to promote free tours, where the client is free to set the guide's fee. Finally, we have published a “Civitatis Traveler's Manifesto” which offers practical advice for more sustainable and responsible travel.
Coopetition as an innovation accelerator
There's a lot of talk about "coopetition" in travel tech. Do you think it's a driver of innovation or a hindrance to differentiation?
GS :
It's a lever for innovation, without a doubt.
Comparative perspectives on European markets
You have extensive international experience in brand strategy and business development. What differences do you see between French approaches and those of other European markets?
Georges Sans:
Yes, indeed, having worked in London, Spain, and the Czech Republic, I have a comprehensive view of the travel sector. I find that our French market sometimes lacks dynamism and commitment compared to the Italian or Spanish markets. In those countries, innovation is more intense, decision-making is faster, and risk-taking is much more deliberate.
Dynamic and valuable partnerships
Partnerships seem to be at the heart of your approach. In your opinion, what are the conditions for a successful partnership in today's digital tourism landscape?
Georges Sans:
A successful partnership must allow both parties to grow, both economically and in terms of customer value proposition. A one-way collaboration never lasts very long. A partnership must be dynamic: signing a contract is not an end in itself. It's essential to consistently deliver value, vision, and foresight.
The key role of specialist media
At InfosTourisme.com, we are developing new B2B tools (interactive reports, benchmarks, industry pages). What role do you see for this type of specialized media in structuring the sector?
GS :
Tourism media outlets play a role in informing, but also in supporting travel industry stakeholders. They structure the sector through market research, the organization of high-quality conferences, and the sharing of insights from other markets. It is essential to learn from each other's experiences.
The three priorities for 2026
If you had to formulate three priorities for digital tourism stakeholders by 2026, what would they be?
GS. :
- Data organization and management.
- The intelligent integration of AI.
- Excellent customer service.
Promising projects, still confidential
Finally, is there an upcoming project or initiative that is particularly close to your heart and that you would like to share?
Georges Sans:
Several exciting projects are underway for Civitatis, Generation Voyage, and Mobee Travel. Unfortunately, for confidentiality reasons, I cannot reveal them yet.
About Georges Sans
A recognized professional in tourism and digital technology, Georges Sans has been supporting the transformation of international travel industry players for over twenty-five years. He currently works with Civitatis, Generation Voyage, Tictactrip, and Mobee Travel, where he leverages his expertise to foster innovation, partnerships, and sustainable growth within the sector.
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