W2M unveils version 2.0 of its digital ambassador MIA at FITUR

• Together, W2M, Microsoft, and Bravent have created this project to highlight their dedication to technological innovation.
• The new version of the virtual avatar MIA incorporates Artificial Intelligence as a differentiating feature, aiming to enhance user experience and drive content generation.
• MIA will be showcased at W2M’s stand at FITUR on a 3D Holobox screen, providing attendees with an immersive and interactive experience.
• The successful deployment of this personalised avatar at FITUR will mark the beginning of its expansion across W2M environments, significantly enhancing both customer and employee experiences.

World2Meet’s digital ambassador not only recognises and responds to specific customer needs, but also adapts and learns from every interaction, continuously improving its assistance capabilities. Thanks to AI, MIA can deliver highly personalised, high-quality content and provide travellers with tailored destination information and recommendations, improving the overall consumer experience. The implementation of these technologies allows for greater efficiency and personalisation, offering a more friendly, approachable, and empathetic interaction—essential for building trust and loyalty.

To optimise content generation, advanced tools have been implemented for multi-language translation, ensuring linguistic consistency and richness across all communications. The avatar’s voice has also been adapted for different languages in W2M’s destination videos, achieving a naturalness that strengthens the connection with users. Additionally, improvements have been made to the resolution and quality of generated videos, employing cutting-edge technology to deliver a superior visual experience. These innovations are designed to respond to users’ needs and preferences in real time, elevating interaction to an unprecedented level.

FITUR 2025 will serve as the stage for W2M to present the latest MIA innovations. Unlike last year, the avatar will now be displayed on a 3D Holobox screen, offering a high-resolution visual experience and adding a new dimension to interactions for a more immersive and realistic presentation.

As Joan Barceló, CIO of W2M, explains: “With MIA version 2.0, we are building on the pioneering path we began at FITUR last year, where we introduced a revolutionary tool for the travel sector. This enhanced version not only consolidates our leadership in technological innovation but also underscores our ongoing commitment to customer service, providing more personalised and transformative experiences.”

Juan Gil, Hospitality Lead at Microsoft, commented: “We are delighted to continue collaborating with W2M as pioneers in the use of our technology, and above all for the trust in leading the sector by applying generative AI to improve the end customer experience and inspire their travels.”

Marc Riera, Head of Innovation & AI at W2M, added: “MIA 2.0 is the result of an exceptional collaboration with Microsoft and Bravent, technology partners who share our vision for innovation and excellence. This project uniquely combines innovation, security, advanced technology, and a strong commitment to ethical responsibility, marking a new chapter in how we integrate AI to enhance the experience for travellers and agencies alike.”

Mario López, CIO of Bravent, stated: “We are proud to lead projects that set milestones in technological innovation. The first-time integration of advanced Microsoft solutions such as AzureOpenAI and Avatar Custom into the Holobox represents a decisive step in creating immersive and personalised experiences for users and clients. This achievement consolidates our position as leaders in innovation and AI application, transforming key sectors such as tourism.”

W2M’s stand at FITUR 2025 will serve as the starting point for rolling out MIA version 2.0 across various corporate environments. Here, the digital tool will play a key role in enhancing customer experience, as interaction with a humanoid avatar facilitates service delivery while increasing customer satisfaction and loyalty by making the service feel more efficient, personalised, and human.

Version 2.0 of MIA clearly reflects World2Meet’s commitment to integrating AI into content generation—not merely to accelerate processes and increase efficiency, but also to deliver unique, exclusive, and highly personalised content. Implementing these technologies allows for the creation of distinctive experiences tailored to each user’s interests and establishes a new standard in digital content quality. This commitment positions W2M as a leader in technological innovation within the travel sector, driving digital transformation and enhancing the customer experience through personalised, high-quality solutions.

About World2Meet

World2Meet is the travel division of the Iberostar Group, a vertically structured tourism organisation (VITO). It is founded on principles of quality, innovation, sustainability, and flexibility, backed by the proven expertise of its team. Today, the group encompasses 21 specialised brands across 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.