SITI – The Challenge of Travel Planning: Travel Agencies vs. AI-Powered Users

The tourism landscape is currently undergoing a profound transformation. By 2026, the definitive consolidation of generative artificial intelligence (AI) over traditional search engines is expected, marking the end of the dominance of giants such as Google in travel planning. In this new scenario, travel agencies face an unprecedented challenge: how to compete against users equipped with tools capable of designing hyper-personalized itineraries in seconds. Pentaware’s answer is clear: advanced digitalization through SITI.

The New Paradigm of Autonomous Travelers

As mentioned above, tools such as Gemini and ChatGPT are already redefining the tourism landscape. It is estimated that around 24% of travelers now use AI exclusively to plan their vacations, gradually eroding traffic from traditional platforms like Tripadvisor and Booking.
This shift not only changes how information is searched, but also directly impacts profitability. Forecasts indicate a 10% to 20% decline in commissions paid by hotels to intermediaries, as users increasingly prefer to make direct reservations after receiving recommendations from their intelligent assistants.

For travel agencies, maintaining visibility in an increasingly automated market will only be possible through the adoption of technological solutions that optimize internal processes.

SITI: A Tool to Lead in the Digital Era

At Pentaware, with more than 20 years of experience delivering high-performance technology solutions, we understand that adaptability is essential in these times. SITI stands out as the leading cloud-based software for travel agency management, designed to help companies stop being mere intermediaries and become true strategic advisors.

SITI enables companies to:

360° management to centrally administer all types of travel products, providing a comprehensive view of the business.
Flexible files and records to instantly access reliable information using multiple filters, enabling fast, personalized responses that go beyond the limitations of generic AI.
Full connectivity through custom interfaces and APIs, allowing SITI to receive information from other booking and ticketing systems and ensuring agencies are always up to date.

Professionalization and Operational Efficiency in Tourism

Ultimately, the challenge against AI is not won with technology alone, but with the organization and precision that machines cannot replicate in human management. SITI users highlight how the system allows them to organize all sales—from the initial quote to commission payments—maximizing resale potential once clients have completed their trips.

In addition, SITI offers robust financial management, enabling multi-currency handling and accurate tracking of payment balances and outstanding debts, providing the accounting peace of mind needed to focus on what truly matters: the customers.

It is the ideal solution to grow as a modern, efficient company—ready for the future.

PentaWare Group SA
“Solutions that empower your business”

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