W2M presents at FITUR version 2.0 of its digital ambassador MIA developed by Bravent

  • The Iberostar Group’s travel division, together with Microsoft and Bravent as technology partners, has developed this project to highlight its commitment to technological innovation.

  • The new version of the virtual avatar MIA integrates Artificial Intelligence as a differential element with the aim of improving the user experience and boosting content generation.

  • MIA will be located at the W2M stand at FITUR, where it will be displayed on a 3D Holobox screen to improve the interaction and experience of attendees.

  • The successful use of this personalized avatar at FITUR will be the beginning of its expansion in W2M environments, bringing a significant improvement to the customer and employee experience.

Madrid, January 24, 2025 – World2Meet, the Iberostar Group’s travel division, presents at FITUR 2025, Spain’s most important tourism fair, one of its main technological innovations: version 2.0 of MIA, its digital ambassador, which represents a qualitative leap in personalization and human interaction with technology. The development of this project has been the result of the collaboration between W2M and Microsoft, who have joined forces to reaffirm their commitment to the most avant-garde technological innovation at the service of the customer. Bravent, as a Microsoft partner, has been the company in charge of incorporating new Generative Artificial Intelligence technologies such as Avatar Custom, AzureOpenAI and personalized neural voice.

World2Meet’s digital ambassador is not only able to recognize and respond to specific customer needs, but also adapts and learns from each interaction, continuously improving its ability to assist. Thanks to Artificial Intelligence, MIA is able to deliver highly personalized, high-quality content and provide travelers with information and destination recommendations, enhancing the consumer experience. In short, the implementation of these technologies allows for improved efficiency and personalization, offering a friendlier, closer and more understanding treatment, which is essential to generate trust and loyalty.

Focused on content generation, advanced tools have been implemented to optimize translation into multiple languages, ensuring consistency and linguistic richness in each message. In this sense, the adaptation of the avatar’s voice to different languages in W2M’s target videos, with a level of naturalness that reinforces the connection with users, is another significant advance. In addition, work has also been done to improve the resolution and quality of the generated

resolution and quality of the generated videos, using cutting-edge technology to deliver a superior visual experience. These innovations are designed to adjust to the needs and preferences of each user in real time, raising interaction to an unprecedented level.

FITUR 2025 will be the setting for W2M to present the latest MIA innovations to the public, which now, unlike last year’s fair, will be displayed on a 3D Holobox screen. This new support will offer a high-resolution visual experience, bringing an additional dimension to the interaction and allowing a more immersive and realistic presentation of the content.

In the words of Joan Barceló, CIO of W2M, “With version 2.0 of MIA, we reinforce the path we began last year at FITUR, where we were pioneers in presenting a revolutionary tool in the tourism sector. This enhanced version not only consolidates our leadership in technological innovation, but also underscores our ongoing commitment to customer service, offering them more personalized and transformative experiences.”

Juan Gil, Hospitality Lead at Microsoft, commented, “We are delighted to be able to continue collaborating with W2M, as pioneers in the use of our technology and, above all, for the confidence to lead the industry, applying generative artificial intelligence to improve the end customer experience and inspire them in their travels.”

Marc Riera, Head of Innovation & AI at W2M said, “MIA 2.0 is the result of an exceptional collaboration with Microsoft and Bravent, technology partners that share our vision of innovation and excellence. This project uniquely combines innovation, security, advanced technology and a firm commitment to ethical responsibility, marking a before and after in how we integrate artificial intelligence to improve the experience of travelers and agencies.

Mario Lopez, CIO of Bravent, added, “We are proud to lead projects that set milestones in technological innovation. The integration, for the first time, of advanced Microsoft solutions, such as AzureOpenAI and Avatar Custom, in the Holobox represents a decisive step in how immersive and personalized experiences can be created for users and clients. This achievement consolidates our positioning as a benchmark in innovation and in the application of artificial intelligence to transform key sectors such as tourism.

The W2M exhibitor at FITUR 2025 will be the starting point for the expansion of version 2.0 of the MIA virtual avatar to various business environments. In them, this digital tool will be presented as a key element for improving the customer experience, since interaction with a humanoid avatar facilitates customer service and, in turn, increases their satisfaction and loyalty with a company thanks to the fact that their attention is perceived as more efficient, personalized and human.

MIA version 2.0 reflects World2Meet’s clear commitment to integrate artificial intelligence into content generation, not only as a tool to speed up processes and improve efficiency, but also as a means to offer unique, exclusive and personalized content. The implementation of these technologies makes it possible to create differentiating experiences, tailored to the interests of each user, and to set a new standard in the quality of digital content. This commitment positions W2M as a leader in technological innovation within the tourism sector, driving digital transformation and improving the customer experience through personalized and high quality solutions.

About World2Meet

World2Meet is the travel division of the Iberostar Group, a vertically structured tourism group (VITO). A project based on the principles of quality, innovation, sustainability and flexibility. All of this is backed by the proven experience of the team. Today, the group is made up of 21 brands specialized in the entire tourism value chain: World2Fly, Azulmarino, GRAND Azulmarino, The Sphere, Flowo, Bytour, Úbico Cibeles, Marco Polo, Newblue, Icárion, Kannak, W2M Next, W2M BB, New Travellers Uppers, Dakari, Escape Home, O7 Hotel, W2M DMC, BDExperience and E-North Safaris.

For more details, you can contact us at Info@bravent.net