Direct Channel Lounge at FITUR 2026: the space to boost your Direct Channel.
Madrid, January 8, 2026.
The Direct Channel Lounge returns to the International Tourism Trade Fair (FITUR) 2026, offering a premier space dedicated to helping hotels strengthen their direct booking strategies through a powerful synergy of specialized technologies.
Located in Hall 12 (Stand 12E01A), a new area exclusively for technology providers, the Direct Channel Lounge serves as a strategic meeting point for independent hotels and hotel chains. The space is designed to showcase an integrated ecosystem that optimizes every touchpoint of the guest journey, drives profitability, and reduces reliance on third-party intermediaries.
The Direct Channel Lounge is designed to enable independent hotels and hotel chains to discover, in a single space, the best complementary solutions that connect all the key points of the customer journey:
- Roiback: Direct Channel technology and services, with a leading booking engine in conversion, web development, and digital marketing agency
- Civitfun: A SaaS platform that automates the entire guest journey, from check-in to check-out,, with two-way integration with over 100 PMSs and tools that simplify operations and increase revenue.
- thinkIN: technological solutions specifically built to boost hotel direct sales in the hotel sector: a contact center combining human service and technology to achieve average ticket increases of over 30%, social media strategy, online reputation management, and revenue optimization.
- Onlinetravel: Dynamic package technology and a B2C experience designed to compete with OTAs, featuring connectivity, combination logic, algorithms, and continuous A/B testing.
- Affilired: Offering multichannel solutions to drive incremental sales under a performance-based (100% commission) model. Their platform allows hotels to increase profitability by paying only for validated bookings after guest check-out.
The Direct Channel Lounge can be visited in Pavilion 12 at Fitur (stand 12E01A), a new space dedicated exclusively to technology companies. It is designed as a relaxed and practical meeting point where visitors can discover how to integrate key technologies to compete in an increasingly demanding environmen
The organizers of the Direct Channel Lounge state:
Direct sales continue to gain market share and are becoming essential for the hotel sector. This year, we have brought together the best specialists so hoteliers can cover the entire customer relationship cycle in an integrated way. Our goal is to create a space to talk, learn, and explore new ways to strengthen the Direct Channel with proven, complementary solutions.