DIRECT CHANNEL LOUNGE

Madrid, January 8, 2026.

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The Direct Channel Lounge returns to the 2026 International Tourism Fair (Fitur), a space created to help hotels strengthen their Direct Channel with the best combination of specialized technology.

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The relaunch of this innovative concept brings together five leading companies: Roiback, thinkIN, Civitfun, Onlinetravel, and Affilired. Together, they present a comprehensive ecosystem to boost direct sales, optimize the guest experience, and maximize hotel profitability.

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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:

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• Roiback: Direct Channel technology and services, with a leading booking engine in conversion, web development, and digital marketing agency

• Civitfun: 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 created specifically to boost direct sales in the hotel sector: a contact center that combines human service and technology to achieve increases in average ticket size of over 30%, social media strategy, online reputation management, and revenue optimization.

• Onlinetravel: dynamic package technology and B2C experience to compete with OTAs, incorporating connectivity, combination logic, algorithms, and continuous A/B testing.

• Affilired: multichannel solutions to drive incremental sales through the direct channel under a 100% commission-based model. Its platform and team of travel specialists help increase profitability and reduce dependence on OTAs, paying only for actual reservations at check-out.

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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 environment.

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The organizers of Direct Channel Lounge note: "Direct sales continue to gain market share, becoming essential for the hotel sector. In this edition, we have brought together the best specialists who enable hoteliers to cover the entire customer relationship cycle in an integrated manner. Our goal is to create a space where we can discuss, learn, and explore new ways to enhance the Direct Channel with proven and complementary solutions."

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