The Advantage Travel Partnership has unveiled the full agenda for its flagship annual conference, which will take place in Madrid from May 11–14, 2026.
The event will be moderated by technology journalist and broadcaster Georgie Barrat, a former co-host of Channel 5’s The Gadget Show. Barrat will bring a perspective focused on how technology can support human expertise rather than replace it.
Her career has focused on making technology accessible and relevant, and she has worked on initiatives ranging from motivating Gen Z employees to encouraging more young women into STEM careers.
Keynotes and industry debate
The main stage programme will open with a keynote from Julia Lo Bue-Said, setting the direction for the organisation and the wider UK travel industry.
Delegates will also hear a global outlook presentation from Mehreen Khan, economics editor at The Times, examining the geopolitical and economic forces reshaping the global landscape.
Other plenary sessions will include:
- a senior leadership debate on geopolitics, UK politics and aviation policy and their impact on travel businesses
- industry forecasts and future travel trends
- Advantage business updates covering progress and commercial priorities
- practical AI insights led by Barrat
- discussions on values-based leadership and inclusive decision-making
- a session addressing mental health and wellbeing across the travel sector
Practical sessions and networking
The second day of the conference will feature a programme of breakout sessions, designed to provide practical insights delegates can apply directly in their businesses.
Networking will also play a central role in the event. Delegates will take part in Speed Networking meetings with supplier partners, while the conference’s Dine Arounds will see attendees dine with partners across a selection of Madrid restaurants.
A farewell party will close the conference on the final evening, while optional activities including Madrid city experiences and a golf tournament will be available for those extending their stay.
Travel as a Force for Good
This year’s conference will also feature a “Travel as a Force for Good” initiative delivered in partnership with Intrepid Travel.
Delegates can take part in one of two impact-focused experiences. One option explores the multicultural Lavapiés neighbourhood on a street art tour before working with local NGO Culturas Unidas to prepare food bags for children in the community.
The second takes place at San Cristóbal Market, where attendees will learn about the CESAL hospitality training programme for young people at risk of social exclusion, ending with an Iberian ham and wine tasting workshop led by the students.
A bold statement
Lo Bue-Said said the Madrid conference would showcase the role of people, technology and collaboration in shaping the industry’s future.
“Madrid will be more than a backdrop, it will be a bold statement of who we are and where we are headed,” she said.
“Our community is made up of ambassadors of transformation, champions of progress and architects of a more compassionate, interconnected and sustainable world. Our time together will be dedicated to exploring and advancing the themes that define our industry’s future: the power of people, the potential of technology and the profound difference travel can make when it is done well.”
She added that the organisation looked forward to welcoming as many delegates as possible to what promises to be “an inspiring, relevant and genuine celebration of everything we have, and can achieve together.”
