Saturday, November 8, 2025
At the prestigious ITB Asia 2025 exhibition, held in Singapore, TravelandTourWorld had the opportunity to sit down with Robbie Lyn Mabbitt, a senior executive at 11-Infotech System Co. Ltd. This leading company, which specializes in providing advanced technological solutions to the travel industry, is steadily carving its place on the global stage. Ms. Robbie provided valuable insights into the company’s growth trajectory, the future of travel technology, and the role artificial intelligence (AI) can play in shaping the future of the industry.
The ITB Asia experience: a success story
The ITB Asia event is widely viewed as one of the leading global gatherings for the travel and tourism industry, bringing together innovators, entrepreneurs, suppliers and buyers from around the world. As one of the leading travel trade shows, it provides a prime opportunity for companies to showcase their products and services to a wide audience.
When asked about her experience at ITB Asia 2025, Ms. Robbie expressed her satisfaction with the event, saying: “So far, it has been good. We had potential buyers and suppliers, and it was very fruitful. Overall, it was worth it.” Ms. Robbie’s company, 11 Infotech System, a leading systems provider in the travel technology space, has gained significant traction in the industry, and the event provided an ideal platform to strengthen its connections and reach new clients.
A deep dive into 11 core IT system offerings
11. Infotech System, headquartered in Thailand, is a major player in the travel technology sector. The company specializes in developing cutting-edge websites for tour operators, ensuring that their clients can access a wide range of travel products seamlessly. From flight bookings and hotel transfers to activities and excursions, 11 Infotech covers it all. Their core strength lies in their application programming interface (API) integration, which allows tour operators to connect different systems and create a streamlined booking experience.
“At 11 Infotech, we focus on creating systems that connect different platforms, allowing our customers to easily access products such as airlines, hotel bookings, activities and more,” Ms. Robbie said. “Our goal is to make the process as seamless and efficient as possible for tour operators. We want to empower our customers by simplifying the booking process and giving them access to a variety of products.”
This approach has led the company to develop partnerships with travel companies around the world, offering a comprehensive range of services that meet the needs of both business-to-business (B2B) operators and individual clients.
Expanding globally: 11 ambitious plans for the IT system
11 The IT system is no stranger to international success. Although based in Thailand, the company has already gained clients across Asia, the Middle East and the UK. This growing global presence reflects the company’s innovative approach to travel technology and its commitment to providing high-quality services to diverse markets.
Explaining the company’s future expansion plans, Ms. Ruby said: “We are already working with clients in different regions. We have a strong presence in Asia, the Middle East and the UK. Our goal now is to continue to grow and expand globally. We want to help more B2B operators by providing them with advanced systems that can support their business needs.”
The company’s global approach reflects the growing demand for seamless travel technology solutions in the international market. As the travel industry continues to rebound and expand, 11 Infotech System is well positioned to become a bigger player on the global stage.
The role of artificial intelligence in travel technology
The conversation quickly turned to the evolving role of technology, especially artificial intelligence (AI), in travel technology. Artificial Intelligence has created a buzz in many industries, and the travel sector is no exception. Ms Robbie was asked about her belief that AI could disrupt the travel technology industry and whether it would become an integral part of 11 Infotech’s offering.
“AI is definitely a game-changer, but currently, we are not using it in our operations,” Ms. Ruby explained. “The travel industry is still very much based on people. While AI can help build itineraries or suggest travel options, it is the travelers themselves who make the final decision about where to go. It is a human choice. We are focused on providing solutions that meet the needs of tour operators and their customers, who still prefer the personal touch.”
Despite her reservations about full AI integration at the moment, Ms. Robbie acknowledged that AI could play a role in streamlining travel experiences. “AI can help make trip planning more efficient and user-friendly,” she said. “Maybe in the future we will see more AI-powered tools that help travelers plan their trips online.”
For now, 11 Infotech System’s priority remains providing practical, human-centric solutions to tour operators, helping them meet the evolving needs of today’s tech-savvy travelers.
Preserving the human element in travel
The main topic of conversation with Ms. Robbie was the importance of maintaining the human element in travel, even in an increasingly digital world. Despite the rise of artificial intelligence and automation, 11 Infotech System remains committed to maintaining the personal touch that makes travel experiences unique.
“We strongly believe in keeping the human element in travel,” Ms. Robbie emphasized. “Technology can help make things easier and more efficient, but at the end of the day, travel is a personal experience. It is about people, emotions and memories, and that is something that AI cannot imitate.”
By focusing on the needs of tour operators and their clients, 11 Infotech ensures that its systems not only deliver high-quality and efficient solutions, but also maintain the human connection essential to creating memorable travel experiences.
Looking to the Future: The Future of 11 IT Systems
As Ms. Robbie and her team look to the future, they remain committed to providing innovative solutions to the travel technology industry. With a strong foundation in system integration, API development, and B2B solutions, 11 Infotech System is poised for continued growth and success.
“Going forward, we want to reach more global customers and continue expanding our market presence. We are constantly working to improve our services and ensure that we meet the needs of our customers in the travel industry,” Ms. Ruby concluded.
With its innovative approach, commitment to quality, and focus on human-centered service, 11 Infotech System is definitely a company to watch as it continues to redefine the future of travel technology.
About 11 IT systems
11 Infotech System is a leading travel technology solutions provider based in Thailand. The company specializes in website development and systems integration for tour operators, offering a range of products including flight bookings, hotel transportation and activities. By focusing on API integration, 11 Infotech enables seamless communication between different systems to simplify the booking process for travel companies. The company serves a diverse international clientele and is committed to expanding its global presence while maintaining a strong focus on the human element in travel experiences.
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