Vintia, a specialist in innovative all-in-one ticketing and booking systems and part of SALTO WECOSYSTEM, has shared its ambitions for 2026 and its vision for the future of the industry under the leadership of new CEO, Valerie Morel.
Morel is known for her customer-centric approach. In her previous role, she led her team to interrogate pain points in the customer journey and identify high-impact improvements. Sales, product, and delivery could then be aligned to form a unified customer experience.
"The result was stronger growth with less noise: higher adoption, better net promoter score (NPS), and a more focused organization," says Morel.
Valerie Morel
"That's exactly the impact I want to bring to Vintia: clear priorities, close customer dialogue, and execution that actually shows up in the visitor experience."
Morel joined Vintia in November 2025, assuming the role of CEO at a critical moment for the established ticketing and booking provider.
Across the globe, attractions and leisure venues are navigating legacy systems, evolving customer expectations, and the next generation of smart access and integrated ticketing solutions.
Strategic ecosystem
Vintia began over 30 years ago as Syx Automations in Belgium. This local ticketing specialist grew into a trusted technology supplier serving museums, leisure centres, pools, and attractions across Belgium, the Netherlands, Germany, France, and the UK.
Now, Vintia is one of three core brands within SALTO WECOSYSTEM.
Together with Salto Systems and Gantner, these brands form an ecosystem that connects ticketing, booking, payments, smart access, identification, and visitor experiences, and delivers a seamless journey for guests at over 1,000 visitor attractions worldwide.
"SALTO WECOSYSTEM isn't just a holding company. It's a strategic platform that brings together three complementary domains," says Morel.
"Together we can now offer something genuinely unique: one ecosystem that connects the full visitor journey, from buying and booking, through gaining access, to paying with one credential and one integrated experience."
At Vintia, 'empowering access' goes beyond ticket scanning. It starts with physical access, enabling guests to enter pools, museums, attractions, and venues using smart, flexible admission and access control systems that remove queues and confusion.
Digital access is equally important. Visitors can buy tickets, book services, manage memberships, and pay easily across any channel, including online, mobile, kiosk, and on-site point-of-sale.
The third key element is operational access. Vintia offers real-time, practical insights into capacity, visitor flow, staffing, and revenue.
Morel highlights Vintia's position as an ecosystem enabler. Rather than replacing CRM, loyalty, and municipal systems, it integrates with them and creates inclusive, intuitive, accessible, and sustainable journeys for diverse visitor profiles.
Ambitions for 2026
Morel's leadership is based on three pillars: listen closely, focus sharply, and execute collaboratively.
Her experience has demonstrated the value of systematic customer listening, a focus on high-impact product improvements, and strong team alignment.
These pillars define Vintia's ambitions for 2026:
- Enhance brand clarity within the SALTO WECOSYSTEM. Ensure customers immediately identify Vintia as the comprehensive partner for ticketing, booking, and access solutions.
- Establish market leadership. Deep specialisation in key verticals will include pools and spas, attractions and museums, and municipalities.
- Drive targeted international expansion.
"We're investing in how our ticketing and booking solutions integrate with smart access and identity within SALTO WECOSYSTEM, that's one of our key differentiators," says Morel.
With support from over 40 SALTO offices worldwide, she is focusing on expansion in high-potential regions such as the Middle East, while integrating data-driven product insights to help operators optimise capacity, staffing, and revenue.
Future-facing solutions
Vintia's versatile product portfolio includes three platforms tailored to distinct venue requirements.
- Recreatex. The flagship solution provides exceptional functional coverage and extensive customisation for large, complex venues needing advanced ticketing and access control.
- Enviso. A scalable, cloud-based ticketing solution that offers both flexibility and straightforward deployment.
- Lequaro. A specialist in SaaS solutions for pools and spas, Lequaro was acquired in 2023 and strengthens Vintia's presence in these key verticals.
With Vintia's integrated ticketing and access solutions, a single partner handles all technology layers, such as ticketing software, payment processing, and access hardware, thereby removing vendor fragmentation.
These solutions foster innovation in revenue strategies by implementing dynamic pricing, memberships, and enhanced capacity management. The unified platform and single setup enable seamless omnichannel engagement and provide a consistent user experience across web, mobile, kiosks, and point-of-sale.
Under Morel's leadership, sustainability and inclusion are key priorities. Vinita develops accessible, user-friendly products with flexible pricing and venue passes to boost participation. Its expertise enables lighter, more efficient systems that reduce environmental impact, aligning with many clients' values.
Co-creating visitor experiences
As it enters this new chapter, Vintia is dedicated to driving innovation, growing its international footprint, and deepening expertise in priority verticals to attractions owners and operators.
Morel says: "My message is simple. We're here for the long term, we're investing to support your growth, and we want to co-create the next generation of visitor experiences with you."
Vintia offers integrated ticketing and smart access solutions designed for venues of all sizes, from small cultural spaces to large attractions. It aims to help operators streamline their workflows, improve guest satisfaction, and generate new revenue opportunities.
See also: Becoming Vintia: the changing face of the global ticketing tech supplier
