Reflections from Reykjavik

In October, our team had the pleasure of joining our partners at Kaptio for their invite-only Unite Conference; a two-day gathering in Reykjavik, Iceland, that brought together some of the world’s leading multi-day tour operators.

It was our first time in Iceland, and what an experience it was: a country of breathtaking contrasts. From volcanic landscapes to glacial lagoons, and home to some of the warmest, most welcoming people we’ve met.

Kaptio Unite is a community moment, where Kaptio's customers, representing a wide range of tour operators, come together to share feedback, help steer the product’s evolution, and explore the future of travel technology.

This year’s event, which we were proud to sponsor alongside Salesforce, reflected an important strategic moment for Kaptio. The company outlined a clear focus on stabilizing and strengthening the core of its platform; reinforcing performance, scalability, and security while continuing to innovate and expand through partnerships and customer-driven development.

We were inspired by Kaptio's vision for a platform architecture that allows partners like Therefore to extend capabilities safely and rapidly. It’s a future-oriented model and one that balances the reliability customers depend on with the flexibility innovation requires.

Kaptio also unveiled an evolved product structure spanning three major travel modes:

• Voyage: for cruise and rail operators
• Circle: for group tours
• Quest: for tailor-made travel experiences

This approach gives operators the freedom to build, sell, and operate in one vertical, while expanding or collaborating in another - a thoughtful, scalable way to support growth across the industry.

Our Role and Presentation

As sponsors, we also had the opportunity to share how Therefore helps multi-day tour operators scale and drive more direct bookings. In our session, we highlighted our seven-year partnership with Rocky Mountaineer and the Armstrong Collective family, a case study in transformation powered by future-focused technology investments.

We then zoomed out to discuss the broader impact of AI on travel brands. Our message: the future belongs to companies that centralize and structure their content through modern content operating systems like Sanity, giving them control over their direct channels, e-commerce experiences, and emerging agentic interfaces.

Looking Ahead

Kaptio Unite reminded us why partnerships like this matter. It’s about collaboration, shared ambition, and mutual trust. We left Iceland not only with new connections, but with stronger relationships and a renewed excitement for what’s ahead.

To our friends at Kaptio: thank you for the invitation, the hospitality, and the inspiration. We’re proud to be on this journey with you and can’t wait for what comes next.