Interview with Albert Ortiz, CIO of The TravelAdvisors Guild in Spain

Albert, when did you become CIO of Travel Advisors Guild (TAG)?

I’ve been in this role since 2017. Before that, I spent nine years as an IT Manager at eDreams.

You live in Barcelona. What do you like most about the city?

The football team and the beaches! I’m a big fan of Messi and Yamal. I also like skiing and Barcelona is perfect to go to the beach in summer and go skiing in winter.

Can you describe TAG in three sentences?

TAG is a Spanish travel association with 28 member agencies. Our main business is corporate travel, MICE and high premium leisure. We generate around 60% of sales in corporate travel and have a combined annual revenue of €500 million.

You’re a strong supporter of Umbrella Profiles, and many of your partner agencies have already signed up. What are the key reasons for your endorsement?

Umbrella simplifies profile management in a highly effective way. Traditionally, agencies stored profiles only in the GDS, but that’s no longer sufficient. With increasing reporting requirements and multiple booking channels, automation is essential—something Umbrella handles seamlessly. It is also user-friendly and easy to learn.

Beyond Umbrella, which other tech solutions do you recommend for travel agencies?

Our mid/back-office system, Avsis from Grupo Iris, which is currently integrating with Umbrella. Additionally, I encourage agencies to adopt NDC solutions like AirGateway and Amadeus NDCX.

What are the biggest challenges for TAG members in 2025?

Automation is our top priority. Umbrella is one part of the solution, but we also need to further streamline invoicing, reconciliation and other back-office processes. AI will play a major role in enhancing automation.

And the biggest opportunities?

Our agencies specialize in high-quality, personalized service, which is in high demand—especially post-COVID. This presents a significant growth opportunity for our members.