We were proud to take part in the 100% Hotel Show 2026 that took place in Heraklion, Crete. From February 6th to 8th, professionals from across the tourism and hospitality industry gathered at the exhibition to exchange ideas, explore new trends and discuss the future of hospitality. The discussions, the concerns around direct bookings and the need for a well-structured digital strategy confirmed something important.

Hospitality marketing is no longer an option: it is a key tool for growth and long-term sustainability.

What Stood Out at 100% Hotel Show

During the exhibition, one topic came up frequently: the importance of a strong, results-driven digital strategy. Hotel and villa owners are no longer looking for just online visibility or an active social media presence. They are looking for practical ways to increase direct bookings and reduce their reliance on third-party platforms.

The real focus has shifted to user experience, from the very first Google search to website navigation and the booking journey itself. There was also strong interest in data-driven decisions, performance marketing and strategies built around measurable results.

The message was clear: a hotel’s or villa’s digital presence needs to actually bring results.

Our Experience at the Exhibition

We were genuinely happy to reconnect with familiar faces and meet new partners within the industry. The atmosphere was energetic and dynamic, with hospitality professionals openly discussing market challenges and emerging opportunities.

What we clearly took away from 100% Hotel Show 2026 is that tourism continues to evolve. And the brands that invest strategically in their digital presence evolve along with it. See you at the next exhibition!

If you want your boost digital presence and overall marketing strategy, feel free to get in touch with us.

Discover our Social Media HERE!
Want more marketing insights? Click HERE to explore all our blog posts!