SYTA Innovation Station 2026

9:30 a.m. — Connect Better: How Operators, Suppliers, & Destinations Succeed Together

Every organization in group travel has valuable information, but no one organization has the complete picture.

Operators, suppliers, destinations, travelers, and technology partners all contribute different pieces of the journey. When those pieces remain disconnected, opportunities are missed, relationships become harder to manage, and work becomes more complicated than needed.

This session explores how better communication, stronger partnerships, and connected systems can create better experiences for the entire group travel community.

10:30 a.m. — Share Better. Grow Together: How Destinations & Suppliers Win Together

Great partnerships aren’t built on information that’s kept in separate systems. They’re built on information that’s shared.

When suppliers and destinations better understand what’s happening in their markets, they can identify new opportunities, support one another more effectively, and create greater value for the operators they serve together.

This discussion explores how sharing the right information at the right time can lead to stronger partnerships, smarter decisions, and better outcomes for everyone.

11:30 a.m. — Works Exchange: What Does It Mean to Be a “Responsible Traveler?”

2:45 p.m. — Manage Group Business Your Way: A Discussion with Supplier Leaders

There isn’t one right way to manage group business. Every supplier has built a system that reflects their team, their customers, and the way they work.

This discussion looks at how suppliers manage inquiries, organize information, communicate with operators, and keep their businesses running smoothly, from spreadsheets and CRM platforms to purpose-built tools.

3:45 p.m. — Become the Supplier Operators Choose

What separates the suppliers operators use again and again from those they only use once?

This discussion explores what truly makes a supplier easy to work with, from communication and responsiveness to product knowledge, flexibility, and operational support. It isn’t about lowering prices or winning more bids. It’s about building stronger partnerships that create better experiences for everyone involved.

4:45 p.m. — The Interconnected Flywheel: How Destinations, Suppliers, and Tour Operators Drive Momentum Together

Destinations, attractions, and tour operators are deeply interdependent, each shaping and fueling the collective marketing and sales funnel.

This session explores the roles each stakeholder plays throughout the traveler journey, from sparking initial interest to nurturing engagement and driving bookings, and what happens when the ecosystem works in sync versus when collaboration breaks down.