In the ever-evolving landscape of travel technology, few figures stand out as prominently as Cesar Zurita, the Co-founder and Chief Operating Officer of Turpal. With a rich background in the travel and technology sectors, Cesar has been instrumental in steering Turpal towards addressing the nuanced challenges faced by modern travellers and travel businesses alike. Turpal has emerged as a pivotal platform that bridges the gap between travel service providers and consumers, offering real-time, personalized travel experiences.

Turpal is a cutting-edge travel technology company that specializes in enhancing the in-destination experience for travellers. By leveraging AI and real-time data, Turpal provides a suite of tools for travel businesses to offer personalized services, manage inventory efficiently and engage customers effectively. Their platform includes features like a web builder for travel professionals, a mobile app for travellers, AI-driven recommendations and a comprehensive marketplace for in-destination services.

TFS: Cesar—it’s such a pleasure to have you here. Let’s start with a quick hello. How are you doing today?

Cesar Zurita: Thank you! It’s great to be here. I am really excited to share more about what we’re building at Turpal. It’s been an intense but rewarding journey so far.

TFS: Wonderful! To begin, tell us what key gaps in the travel industry Turpal aimed to fill at its inception and how that vision has evolved over time?

Cesar Zurita: When we launched Turpal, one of the biggest gaps we saw was in the post-booking phase of travel. Most companies were doing a great job attracting and converting customers—selling flights, accommodations and packages—but once the trip was booked, the customer experience often became fragmented or reactive. There was a clear disconnect in how travel brands continued to serve and engage their clients after departure.

The in-destination experience—which includes local tours, cultural activities, tickets to attractions, etc.—was a $265 billion opportunity that was largely underserved. Over 90% of travel companies wanted to sell these services but lacked the tools, expertise or infrastructure to do so effectively.

We saw this as both a challenge and a massive opportunity. So, we developed Turpal as an In-Destination Operating System—a platform that enables travel businesses to curate, manage and offer high-quality experiences in real time. Over time, that vision has really expanded. We’ve built a comprehensive suite of tools tailored for different stakeholders in the travel ecosystem:

• Web Builder – It’s a plug-and-play solution that lets companies offer in-destination experiences on their own branded websites.
• Post-Departure Mobile App – A travel companion that helps customers explore local experiences in real time.
• AI Smart Recommendations & Assistant – These deliver hyper-personalized suggestions and real-time support based on traveller behavior, location and preferences.
• Marketplace & Product Manager – This gives businesses full control over what experiences they list, how they manage suppliers and how they distribute inventory.

What started as a product idea has grown into a scalable platform that empowers travel businesses to generate revenue, build loyalty and stay connected with travellers long after the initial booking.

TFS: How does Turpal align its product roadmap with the rapidly changing demands of tour operators, OTAs and destination management companies?

Cesar Zurita: Great question. Travel is one of the most dynamic industries, so adaptability is key. We use ongoing customer feedback as a foundational element in shaping our product roadmap. Whether it’s structured interviews, behavior analytics or direct input from clients, we are constantly listening.

From there, our agile development process allows us to pivot quickly. If a partner tells us they’re seeing increased demand for a particular type of excursion or that they’re struggling with multi-lingual support, we don’t wait six months—we roll out enhancements fast.

We also monitor macro trends: AI adoption, changes in traveller behavior post-COVID, digital wallet integrations, etc. And, most importantly, we lean on data. Real-time analytics from our platform give us a forward-looking perspective, helping us anticipate needs before they become urgent.

TFS: What’s your strategic approach to ensuring Turpal remains relevant and indispensable in a highly competitive travel tech landscape?

Cesar Zurita: To remain indispensable, we position ourselves not just as a vendor, but as a strategic partner. We immerse ourselves in the operational realities of our clients—understanding how their workflows function, what bottlenecks they face and how we can make them more efficient.

We also focus on constant product innovation. We’re not content with the status quo. Whether it’s integrating voice AI, adding predictive itinerary suggestions or improving UX, we are always building.

Another key element is the network effect. As more businesses join Turpal’s ecosystem—suppliers, agents, operators—the collective value of the platform increases. This makes it not only hard to replace but also a source of competitive advantage for our users.

TFS: Can you walk us through how Turpal’s smart passenger interface and itinerary builder reshape the post-departure experience for travellers?

Cesar Zurita: Think of it as a personalized, intelligent co-pilot. The moment a traveller lands at their destination, our mobile app becomes their go-to travel concierge. It doesn’t just throw options at them—it curates recommendations based on personal preferences, real-time location, previous behavior, weather and even time of day.

The “itinerary builder” adds flexibility and control. Travelers can craft a plan, modify it on the go or get AI-suggested optimizations. If a traveller has a free afternoon, the system might suggest a scenic river cruise five minutes away that aligns with their interests. It’s seamless and contextual—exactly what today’s traveller wants.

TFS: How does Turpal leverage real-time inventory updates and channel integrations to support seamless operations for its B2B clients?

Cesar Zurita: We’re solving one of the biggest pain points in the industry: inventory fragmentation. With real-time updates, we ensure that a tour showing on a website is actually available. This reduces friction, prevents double bookings and improves trust with travellers.

We also offer channel integrations—whether it’s OTAs, GDS systems or CRM platforms. This centralized hub lets clients manage everything in one place. The result? Better efficiency, reduced errors and a scalable way to grow their offerings without growing overhead.

TFS: What role does data play in enhancing Turpal’s value proposition and how are analytics utilized to support client growth?

Cesar Zurita: Data is our compass. We collect and analyze everything from click behavior to booking trends. This helps us understand what travellers want, when they want it and how they interact with the journey.

For our B2B clients, we surface actionable insights. For example, we can tell a tour operator that experiences featuring local cuisine perform better among North American travellers during winter months. That level of specificity helps them refine their strategy and improve ROI.

TFS: What operational hurdles did you face when scaling Turpal’s marketplace across multiple regions and how did your team overcome them?

Cesar Zurita: Regional expansion is never plug-and-play. We encountered localization challenges—everything from currency differences to compliance with local regulations. But the bigger challenge was supplier onboarding. Every market has different expectations.

Our solution was a region-specific strategy. We built tools like the “Web Builder” to empower local agents and onboarded sales execs in key regions to bridge cultural and operational gaps. This decentralized approach made all the difference.

TFS: How do you ensure consistent quality and service delivery while working with a diverse portfolio of in-destination suppliers and partners?

Cesar Zurita: It starts with vetting. We carefully screen suppliers before onboarding. Then, we continuously monitor performance via metrics like customer reviews, booking frequency and cancellation rates.

We also maintain a feedback loop. Partners receive performance reports, while travellers can rate their experiences. This system ensures accountability and drives continuous improvement across the board.

TFS: What key performance indicators (KPIs) do you monitor most closely as the COO to measure success and operational health?

Cesar Zurita: As the COO, I keep a close eye on several key performance indicators (KPIs) to measure success and maintain operational health:

• Customer Satisfaction (NPS): We track customer satisfaction closely to ensure we’re meeting the needs of both travellers and our partners.
• Conversion Rate: We monitor how many travellers go from browsing to booking experiences on our platform, which helps us gauge the strength of our product-market fit.
• Customer Acquisition Cost (CAC): We track how efficiently we’re acquiring customers, especially as we scale, to make sure we’re doing so cost-effectively.
• Annual Recurring Revenue (ARR): This is a critical metric for sustainable growth and we’re targeting $X in the next few months.
• Gross Merchandise Value (GMV): We keep an eye on the total value of in-destination services sold through our platform as a clear sign of business growth and market penetration.
• Sales Efficiency: It’s important to evaluate how well our sales engine is performing in both existing and new markets, so we can keep improving.
• Inventory Accuracy & Partner Performance: Ensuring our partners’ services are seamlessly integrated and performing well is crucial, as it directly impacts the traveller experience.
• Operational Efficiency: We focus on how quickly and cost-effectively we can onboard new suppliers and process transactions.
• Customer Retention & Market Expansion: We monitor retention rates and how effectively we’re expanding into new markets to ensure long-term growth.

TFS: How do you gather and implement feedback from travel professionals to continuously enhance the Turpal platform?

Cesar Zurita: We host quarterly feedback roundtables, conduct surveys and review heatmaps of how users navigate our tools. Every bit of feedback becomes a data point in our backlog prioritization.

Our product team is deeply customer-centric. We prototype based on real pain points, test with real users and iterate fast. This ensures that every update we make is grounded in actual need—not assumption.

TFS: What distinguishes a high-performing client on Turpal’s platform and how do you support others in reaching that level of performance?

Cesar Zurita: High performers use the full suite—they activate the Web Builder, customize recommendations and leverage our analytics. These clients often see higher GMV and better customer retention.

For others, we offer training sessions, share best practices and assign account managers to guide them. Our goal is to elevate every client to top-performer status.

TFS: What has been your approach to forging long-term, mutually beneficial relationships with global resellers and channel managers?

Cesar Zurita: Collaboration is the foundation. We don’t just offer a product—we offer co-branded solutions, flexible APIs and profit-sharing models where appropriate.

We also invest in enablement—giving resellers the tools, knowledge and support to succeed. The stronger they are, the stronger our ecosystem becomes.

TFS: How do you evaluate new markets for Turpal’s expansion and what factors influence your go-to-market strategy in those regions?

Cesar Zurita: We start with macro indicators—travel volume, digital readiness, tourism spending. Then we assess the competitive landscape and the presence of digital distribution gaps.

Our GTM strategy is localized. We hire regional experts, tailor messaging and often partner with local DMCs to build trust. It’s not one-size-fits-all—it’s precision-driven.

TFS: With in-destination services gaining traction, what emerging trends do you believe will reshape travel distribution models in the next 3–5 years?

Cesar Zurita: The future is experience-first. Travelers want seamless, personalized journeys, not just transactions. AI will drive smarter bundling and companies will converge their offerings under unified platforms.

The line between OTAs and in-destination operators will blur. The winners will be those who can deliver everything—from discovery to booking to fulfilment—in one experience.

TFS: How do you see Turpal’s role evolving as the travel industry continues to digitize and converge around experiential offerings?

Cesar Zurita: Turpal will be a core infrastructure player in this new era. As the industry digitizes, our AI and automation tools will empower companies to scale personalized experiences globally. And as experiential travel becomes the norm, we’ll help our clients differentiate and thrive by offering the tools to craft emotional, memorable and relevant journeys. That’s our mission.

TFS: Cesar—this has been such an insightful conversation. Thank you for sharing your journey, your vision and the future you’re building with Turpal.

Cesar Zurita: Thank you for the opportunity to share Turpal’s story. The travel industry is experiencing a remarkable transformation and we’re proud to be contributing to its evolution. We’re deeply grateful to our clients, partners and dedicated team for their continued belief in our vision. The journey is just beginning and the best is still ahead.