MADRID — In an increasingly unpredictable global landscape, the tourism sector continues to demonstrate a remarkable capacity to adapt, pivot, and endure. While geopolitical tensions—particularly in the Middle East—have reshaped traditional booking patterns, major tourism groups are finding growth through agility, technological integration, and a renewed commitment to specialized travel.
Raúl Serrano, Director of Regular Tour Operations at Àvoris, recently sat down to dissect the current state of the industry, offering a comprehensive look at how brands like Catai, Viva Tours, LePlan, and Touring Club are navigating the shifting sands of global travel.
From the surge in last-minute bookings to ambitious international expansion plans in Latin America and a localized approach in Portugal, Àvoris is positioning its portfolio for sustainable, long-term growth heading into 2027.
1. Main Facts: The State of Play in 2026
The year 2026 has proven to be atypical for the global travel and tourism industry. Rather than suffering from a structural decline in consumer demand, the market has been heavily influenced by external geopolitical factors.
The Shift to Tactical Booking
The primary disruption has not been whether people want to travel, but when and how they make their purchasing decisions. Historically, the travel sector relies heavily on early bookings, allowing tour operators and agencies to forecast inventory and revenue months in advance. However, ongoing instability in the Middle East created a ripple effect of caution, resulting in a temporary freeze on early reservations.
Instead of long-term planning, travelers adopted a highly tactical, last-minute approach. This sudden shift in buying behavior made year-over-year comparisons challenging for many operators. Yet, beneath the surface volatility, underlying demand remained robust. The final quadrumester of 2026 showed a dramatic rebound, and forward-looking portfolios for 2027 are currently outperforming expectations.
Market Resilience and Consumer Behavior
Faced with persistent geopolitical noise, the tourism market has proven its resilience. Modern travelers have demonstrated that they refuse to give up vacations; instead, they have altered their habits. Today’s consumer decides later, scrutinizes destinations more carefully, and places a massive premium on stability and safety.
Furthermore, the confluence of geopolitical conflicts and inflation has driven up prices across the board. This has forced families to manage their holiday budgets much more tightly. Despite these economic headwinds, Àvoris’ operations highlight an industry uniquely equipped to weather storms and re-engage consumers in remarkably short timeframes.
2. Chronology: Evolution of Strategy and Operations
To understand how Àvoris is positioning itself for the future, it is vital to examine the timeline of strategic adjustments the group has implemented throughout 2026 and heading into 2027.
Early 2026: Facing Middle East Disruption and Diversification
As geopolitical tensions flared in the Middle East early in the year, destinations within that region experienced significant contractions. To offset these losses, Àvoris leaned heavily on its diverse product portfolio. Far-flung Asian markets—specifically China and Japan—alongside long-haul favorites like Thailand, picked up the slack through strong last-minute sales volumes.
May 2026: Establishing Roots in Portugal
Recognizing that the Portuguese market requires a tailored approach rather than a remote-managed strategy from Spain, Àvoris established an independent, 100% local operational team and office in Lisbon in May 2026. This move was designed to respect the unique cultural and structural differences between the Spanish and Portuguese travel agency landscapes. The decision paid immediate dividends, driving strong growth in the final quarters of 2026 and securing robust forward sales for 2027.
September 2026: Disney Expansion and Early Openings
September marked a major milestone for Àvoris’ specialized distribution brands, LePlan and Touring Club.
- September 8: The group opened sales for Disneyland Paris packages spanning arrivals all the way through March 2028.
- Direct Connectivity: Concurrently, Àvoris secured direct commercial ties and weekly flight allocations with Iberia for Walt Disney World in Orlando, guaranteeing proprietary quotas for the 2027 season.
October 2026: Latin American Expansion
Building upon successful operations in Mexico and Colombia—conducted through strategic partnerships with local players like Aviatur and Travel Shop—Àvoris officially launched LePlan in Latin America in October 2026 via a dedicated website exclusively designed for local agencies.
Late 2026 to 2027: The Anticipation Return
As the industry transitions into late 2026, the traditional culture of early booking is actively returning. Travelers are once again locking in their vacations months in advance for 2027, restoring predictability to the pipeline.
3. Supporting Data: Portfolio Performance and Metrics
A closer look at the financial and operational metrics reveals clear winners across Àvoris’ diverse brand ecosystem:
- +15% Product Increase for Catai: Catai has expanded its available inventory for travel agents by 15% through a strategic push into niche catalogs. Collections such as "Travesías de Leyenda" (Legendary Voyages), "Pasaporte a lo extraordinario" (Passport to the Extraordinary), "Un mundo de sabores" (A World of Flavors), and "Un mundo de película" (A Cinematic World) have successfully catered to specialized consumer desires.
- Asia and Latin America as Safe Havens: While traditional Mediterranean and Middle Eastern routes faced headwinds, destinations in East Asia (China, Japan, Thailand) and Latin America acted as major growth engines.
- Disney Brands in the Positive: Both LePlan and Touring Club are slated to close the year with positive financial figures and year-over-year growth, defying the broader macroeconomic and geopolitical noise.
- Cruising Expansion: The introduction of Disney cruise packages—covering the Mediterranean (with departures from Barcelona starting May 2027), Europe, the Caribbean, Bahamas, and Mexico—represents a brand-new revenue stream expected to scale rapidly.
4. Official Responses and Leadership Insights
Raúl Serrano’s leadership philosophy centers heavily on structural integration without sacrificing brand identity, alongside an unwavering belief in human capital.
"Frente al ruido geopolítico, el mercado turístico ha demostrado resiliencia. La volatilidad no ha debilitado el negocio."
(“Facing geopolitical noise, the tourism market has demonstrated resilience. Volatility has not weakened the business.”) — Raúl Serrano
Integrating Brands While Preserving DNA
The structural reorganization spearheaded by Serrano brings together Catai, Viva Tours, and the Disney distribution channels under a cohesive umbrella. However, Serrano is quick to emphasize that integration does not mean homogenization.
"La integración de esta área no elimina la diferenciación de cada marca. Todo lo contrario, la ordena y cada marca mantiene su propio territorio, su propia especialización y sus propios equipos."
(“The integration of this area does not eliminate the differentiation of each brand. Quite the contrary, it organizes it so that each brand maintains its own territory, its own specialization, and its own teams.”)
- Catai: Remains the crown jewel for long-haul luxury, custom itineraries, and high-value journeys, backed by more than 40 years of expertise.
- Viva Tours: Positioned as an agile, highly competitive proposition utilizing Iberia flight networks, immediate confirmations, and simple booking flows. Viva Tours aims to recapture the massive market share and cultural footprint it enjoyed in Spain during the 1990s.
- LePlan & Touring Club: Operate as the specialized arms for Disney products. While Touring Club handles internal group distribution, LePlan serves independent travel agencies. Both maintain identical pricing and web structures, ensuring a seamless experience.
The Human Element
Amid discussions of technological integration and digital platforms, Serrano repeatedly underscores the value of people. Whether it is hiring a 100% local team in Lisbon to understand Portuguese travel agents or putting specialized operations teams at the forefront of marketing webinars, human expertise remains Àvoris’ ultimate differentiator.
5. Implications for the Future of Tour Operations
The strategic pivots executed by Àvoris offer valuable lessons for the broader European and global travel industry as it plans for the years ahead.
1. The Death of the "One-Size-Fits-All" Approach
The success of localized strategies—such as establishing dedicated offices in Lisbon rather than managing Portugal remotely from Madrid—proves that regional nuances matter immensely. Tour operators can no longer treat Iberian or Latin American markets as monoliths; localized expertise is mandatory for sustained penetration.
2. The Rise of Niche Tourism as a Hedge Against Volatility
When general markets face macroeconomic pressures or geopolitical instability, niche products provide a safety net. Catai’s 15% expansion into specialized catalogs demonstrates that travelers willing to spend money are looking for hyper-specific experiences—whether culinary tours, cinematic travel, or river cruises. Diversification of product portfolios is no longer optional; it is essential risk management.
3. Technology Empowers, But People Close the Sale
As Àvoris rolls out specialized web portals (such as the new Latin American LePlan portal and dedicated Disney cruise sites), technology is being used to streamline logistics. However, the overarching strategy relies on human-centric marketing—putting actual destination experts and operations teams in front of travel agencies to build trust and authority.
4. Internationalization as a Growth Catalyst
For European tourism groups looking to scale beyond saturated domestic markets, Latin America represents a fertile frontier. By carefully establishing beachheads in Mexico and Colombia—and eyeing future expansion into Brazil and Argentina—operators are creating robust, multi-directional business models capable of weathering localized downturns in any single hemisphere.
Summary Outlook for 2027
As the travel industry looks toward 2027, the outlook is decisively optimistic. With early booking habits returning, aggressive cruise and Disney programming rolling out, and localized international structures fully operational in Portugal and Latin America, Àvoris’ regular tour operations division has turned the challenges of 2026 into a masterclass in operational agility. The message from Madrid is clear: volatility is managed not by standing still, but by diversifying intelligently, respecting local markets, and trusting the power of specialized human talent.
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