RateGain Travel Technologies Limited announced that its subsidiary, Sojern, convened its second annual European Destinations Advisory Board in Athens on October 8, 2026. The gathering brought together senior marketing leaders from across Europe to address shifting traveler behaviors and the integration of data insights.

The meeting occurred amid significant changes in the European tourism landscape. Record-breaking heatwaves pushed demand toward shoulder seasons and cooler northern regions, while conflict in the Middle East redirected international flight traffic toward Europe. Sojern’s recent unification with Adara under RateGain aims to provide sharper insights into these behavioral shifts, aligning with findings from its State of Destination Marketing 2026 report which identified measuring economic impact as a top priority for Destination Marketing Organizations (DMOs).

Advisory board composition and leadership

The advisory board welcomed new members alongside returning leaders from the inaugural year. Participation included representatives from major national and regional tourism bodies, such as the Greek National Tourism Organisation (GNTO), Atout France, and VisitScotland. Sylvia Weiler, President and General Manager, Global Destinations at Sojern, emphasized the value of direct customer feedback in shaping product roadmaps.

New board members

• Abigail Sigüenza, Strategic Marketing Director, Madrid Destino
• Victor Goitia, Marketing Director, Costa Brava Girona Tourism Board
• Chris McDonald, Partnership Marketing Campaigns Lead, VisitScotland

Returning members

• Hervé Le Feuvre, Head of Marketing, Atout France
• Emma Gordon, Senior Marketing Manager, Marketing Manchester
• Stefano Taddio, Head of Digital and CRM, PromoTurismoFVG
• Miguel Gallego, Head of Marketing & Communications, European Travel Commission (ETC)
• Cormac O'Suilleabhain, Brand Partnership Manager, Tourism Ireland
• Costanza Giovannini, Project Leader, Visit Tuscany
• Eleni Mitraki, Director for Tourism Promotion, GNTO
• Jana Štumpová Konicarová, Director of Marketing & Foreign Offices, Czech Tourism

Strategic focus areas

Discussions centered on the combined capabilities of Sojern and Adara following their acquisition by RateGain. Key topics included the evolution of the Economic Impact Report (EIR), a tool designed to help destinations demonstrate return on marketing investment, and the expanding role of artificial intelligence in destination marketing partnerships. Eleni Mitraki of GNTO noted that for national tourism organizations, success extends beyond visitor numbers to understanding true marketing impact for sustainable growth.

About RateGain and Sojern

RateGain is a global provider of AI-powered SaaS solutions for travel and hospitality, serving over 14,000 customers and 700 partners in more than 160 countries. Founded in 2004 and headquartered in India, it works with 33 of the Top 40 Hotel Chains and 4 of the Top 5 Airlines. Sojern, founded in 2007 and acquired by RateGain in 2025, is an AI-powered travel platform used by more than 13,000 travel marketers annually.

RateGain Travel has partnered with Vietnam Airlines to enhance competitive pricing data, deploying the Airgain platform to support strategic pricing decisions. The collaboration aims to strengthen rate shopping capabilities for the national flag carrier of Vietnam.

Partnership details

Through this collaboration, Vietnam Airlines gains access to RateGain's Airgain platform, which enables rate comparison across a network of over 300 airlines, 170 online travel agencies (OTAs), and 50+ meta-search platforms. The platform is designed to provide airlines with structured competitive intelligence to inform pricing strategy.

The partnership gives Vietnam Airlines access to competitive fare intelligence supported by high-frequency rate shopping and 99.95% uptime. Through a single interface, revenue teams can monitor fare movements across direct and indirect channels, detect market shifts early, and move from reactive adjustments to more deliberate, strategy-led pricing decisions.

Market context and capabilities

Vietnam Airlines operates an extensive network spanning Asia, Europe, and beyond. With Vietnam recording over 21 million international arrivals in 2025 and a 17.7% year-on-year increase in Q1 2026, the airline operates in one of the region's fastest-growing travel markets, where fare competition across channels is intensifying.

The Airgain platform serves as a rate benchmarking tool, aggregating pricing data from a broad base of airline and OTA sources. Key features relevant to this partnership include:

• Rate comparison across 300+ airlines
• Coverage of 170+ OTAs
• Integration of 50+ meta-search platforms
• Support for competitive and strategic pricing decisions

This deployment positions Vietnam Airlines to access a wide view of market pricing, drawing on the scale of RateGain's data network within the travel and hospitality technology segment.

Future enhancements

AirGain will soon introduce Smart Search, a natural language capability that allows revenue teams to query pricing insights directly. This feature aims to reduce dependence on multiple dashboards and make fare intelligence faster and more actionable.

Vinay Varma, Senior Vice President and General Manager at AirGain, RateGain, stated that the platform helps bring clarity to complex market signals, enabling teams to move from reactive adjustments to proactive, strategy-led decisions.