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In the vibrant world of technology applied to the tourism sector, clusters play a fundamental role in the drive and innovation of the companies that integrate them, thanks to the mutual collaboration between their members, driving development and competitiveness in the our sector, in a changing environment where technology is undoubtedly a key factor in success and competitiveness.

In this series of interviews, we will explore the synergy between technological companies in the tourism field and their membership in the recently created Tech Tourism Cluster, which is established as a driving force for boosting the competitiveness of companies to develop its strategic axes through the dissemination of knowledge in innovation, support for the internationalization of companies, the development of a future hybrid talent between technology and tourism, the commitment to the sustainable development of the sector and the support in the entrepreneurial ecosystem of the territory.

On this occasion, we were able to speak with Amaia Marsà, Chief Marketing Officer of Voxel, a leading global technology company in B2B payments and electronic invoicing in the tourism and hospitality sector.

Amaia has been leading the marketing and communication area at Voxel since the end of 2021, having carried out an important internal transformation and boosted the notoriety and strategic positioning of the company in the market.

With a 20-year career in B2B marketing, the last 10 in technology companies, he defines himself as an enthusiastic and creative person who is motivated by the big challenges of marketing and technology.



Voxel is one of the more than 70 members of the Tech Tourism Cluster, can you please tell us briefly about the main elements of your organization?


Voxel is a 25-year-old technology company and we specialize in the development of electronic invoicing and payment solutions for the tourism and restaurant sectors. Over the last 20 years, Voxel's technical team has developed the Bavel technology platform, which is a global leader in the tourism sector and through which thousands of companies connect to send and receive payments and invoices electronically.

The Bavel platform has more than 50,000 hotels, 1,000 tour operators and travel companies, 1,200 food, beverage and maintenance suppliers and 3,000 restaurants and franchises. In addition, Voxel is present in 100 countries and its platform manages more than 100 million electronic invoices per year.

On the other hand, and as important as what we do, is the higher purpose of the company. And it is none other than transforming the workplace into a place of personal growth to promote a more conscious society, understanding the world of business through collaboration. The aim is to empower companies to be more aware and evolve from being the best place to work to the best place to grow or as we know it, a Great Places to Grow.

How is your participation in this tourism technology cluster contributing to the improvement of innovation and development of your company or organization?


Participating in the cluster is an opportunity for Voxel to establish and strengthen new synergies and also to constitute a stronger network of companies in the sector with international diffusion.

For our company, it means the possibility of participating in international commercial missions with the Cluster, jointly with ACCIÓ (Competitiveness Agency of the Department of Business of the Generalitat of Catalonia) For example, in the Colombian mission in February, coinciding with the ANAT fair.

On the other hand, we had the opportunity to be part of the Travel Tech Show and the World Travel Market in London in June and November respectively, key events for our sector and market.

Finally, a key aspect for the innovation and development of Voxel has been having the opportunity to work together with ACCIÓ, with the aim of defining our needs in terms of internationalization.

In the context of this Cluster, what collaboration and networking opportunities have already presented themselves for your company or organization in terms of new projects or strategic alliances?


We have had many networking opportunities at the various sessions organized in recent months, in addition to the meetings where we have visited a company to learn about its activity and technology.

We are currently participating in two of the projects promoted by the Cluster, around talent and data spaces. Both projects help us deepen our knowledge of the sector and its needs and establish collaborations with universities, in the first case, and technological companies, in the second.

How has the exchange of knowledge and experiences between member companies influenced the creation and adoption of more advanced technological solutions in the tourism industry or initial proposals in this area?


As I mentioned, we have been able to meet with other companies, such as Booking.com and Vueling, who have opened their doors to us and shared their knowledge and ideas in the field of technological innovation.

We were also able to attend a talk about blockchain technology and web3.0, and its applications in the sector. Both technologies are already being the object of interest and application by Voxel.

It is really enriching to be part of this group of people, who are united by our interest in moving forward, generating collaboration synergies and, ultimately, making our companies better while promoting the tourism sector.

From the perspective of the Cluster, what main contribution does your company or organization make to the tourism technology ecosystem and the promotion of the growth of other member companies and of the Cluster itself?


From Voxel we contribute from different angles, from the knowledge of the sector, which comes from 20 years of experience, to proactivity and the desire to promote innovation. We are a medium-sized company, totally focused on people and whose objective is to have a positive impact on society. In other words, we not only want to establish business collaborations with other members of the Cluster, but we are also driven by the desire to share our culture and connect with other similar organizations.