New Vintia CEO Shapes the Future of Ticketing and Access

In a previous leadership role at an international tech company, Valerie Morel stepped into a management meeting with a deceptively—yet simple—question: “Where, exactly, were customers feeling the most friction in their journey?” Rather than debating new features, the team dug into call notes, surveys, and frontline feedback. They traced pain points from the first click to final purchase. Next, Morel’s team narrowed their roadmap to a handful of high-impact improvements and aligned sales, product, and delivery around one shared narrative—transforming scattered initiatives into a unified customer experience. 

“The result was stronger growth with less noise: higher adoption, better net promoter score (NPS), and a more focused organization,” Morel reflects. “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.” 
 

Today, as the new CEO of Vintia, Morel applies that same customer-centric discipline at a pivotal moment for one of Europe's most established ticketing and booking providers. Morel’s arrival at Vintia comes as attractions and leisure venues worldwide navigate legacy systems, rising visitor expectations, and the next wave of smart access and integrated ticketing solutions. 

From Local Pioneer to Global Ecosystem Player
More than three decades ago, Vintia's story began with Syx Automations in Belgium, a local ticketing specialist serving attractions close to home, long before “integrated platforms” became industry buzzwords. Over time, that operation grew into a trusted technology partner supporting museums, leisure centers, pools, and attractions across Belgium, the Netherlands, Germany, France, and the U.K. 

Today, Vintia is one of three core brands within SALTO WECOSYSTEM alongside Salto Systems and Gantner, forming a connected ecosystem that links ticketing, booking, payments, smart access, identification, and visitor experiences. This platform supports more than 1,000 visitor attractions globally, enabling a seamless visitor journey. 

“SALTO WECOSYSTEM isn't just a holding company,” Morel explains. “It's a strategic platform that brings together three complementary domains. 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.” 

Empowering Access In Every Sense
At Vintia, “empowering access” means far more than scanning tickets at entrance gates. It begins with physical access, helping guests move smoothly into pools, museums, attractions, and municipal venues using flexible, smart admission and access control systems that eliminate queues and confusion.
 

Equally crucial is digital access, enabling visitors to buy tickets, book services, manage memberships, and pay easily across any channel. These can include online, mobile, kiosk, or on-site point-of-sale methods. 

The third essential layer is operational access. Vintia equips operators with real-time, actionable insights into capacity, guest flow, staffing, and revenue. Morel emphasizes Vintia's role as an ecosystem enabler—integrating openly with CRM, loyalty, and municipal systems instead of forcing replacement—while designing journeys that are inclusive, intuitive, accessible, and sustainable for diverse visitor profiles. 

Valerie Morel’s Vision for Growth and Innovation
Morel's leadership approach rests on three pillars: listen closely, focus sharply, and execute collaboratively. Her previous experience taught her the importance of systematic customer listening, zeroing in on high-impact product improvements, and fostering tight alignment between teams. 

At Vintia, this translates into clear ambitions for 2026: sharpen brand clarity within SALTO WECOSYSTEM so customers instantly recognize Vintia as the end-to-end partner for ticketing, booking, and access; establish market leadership through deep specialization in core verticals: pools and spas, attractions and museums, and municipalities; and drive disciplined 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,” Morel notes. Supported by SALTO's more than 40 offices worldwide, she is prioritizing international growth in high-potential regions, including the Middle East, while embedding data-driven product insights to help operators optimize capacity, staffing, and revenue. 

One Portfolio, Many Use Cases: Recreatex, Enviso, Lequaro
Vintia's competitive edge lies in its versatile product portfolio, with three platforms tailored to address distinct venue needs.

• Recreatex, the flagship solution, delivers unparalleled, functional coverage and deep customization for large, complex venues requiring advanced ticketing and access control.
• Enviso offers a scalable, cloud-based ticketing solution ideal for the international attractions market, which values flexibility and ease of deployment.
• Lequaro, acquired in 2023, specializes in SaaS (Software as a Service, a cloud computing model) solutions tailored for pools and spas, cementing Vintia's presence in these key verticals.

Together these platforms empower operators to efficiently manage software, payments, hardware, and access technology in one place, boosting operational efficiency, security, revenue, and guest satisfaction across 1,000+ visitor attractions worldwide.

Preparing Attractions for the Next Wave of Demand
Morel recognizes the dual challenges attractions face: modernizing legacy systems and meeting rising visitor expectations for seamless, personalized experiences. Many venues operate fragmented technology with constrained IT resources, making transformation both risky and necessary.

Vintia's integrated ticketing and access solutions reduce complexity by offering a single partner to handle all technology layers: ticketing software, payment processing, and access hardware, thus eliminating vendor fragmentation. These solutions enable innovation in revenue strategies through dynamic pricing, memberships, and improved capacity management. Together, these are the keys to capitalizing on international visitor rebounds and optimizing yield.

Vintia supports true omnichannel engagement, delivering consistent experiences across web, mobile, kiosks, and point of sale through a unified system with one underlying setup.
 

Under Morel's leadership, sustainability, and inclusion are central priorities. The company designs products that are accessible and intuitive, supports flexible pricing and passes for public venues to broaden participation. Vintia’s expertise creates lighter, more efficient systems to minimize environmental impact. The result reflects the values held by many of Vintia's public sector and municipal customers.

Leading the Way Together: A Message to the Attractions Community
As Vintia embarks on this new chapter, the company is committed to driving innovation, expanding its global footprint, and deepening expertise in priority verticals to attractions owners and operators. 

“My message is simple,” Morel states. “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.” 

With integrated ticketing and smart access solutions tailored for venues of all sizes—from intimate cultural spaces to major attractions—Vintia stands ready to help operators streamline workflows, elevate guest satisfaction, and unlock new revenue streams. 

IAAPA members are encouraged to connect with Vintia's team to explore tailored, future-proof solutions for leisure and attraction venues that align with their unique operational needs and strategic goals.
 

The article above is sponsored by Vintia. The content presented does not imply endorsement by IAAPA, IAAPA.org, IAAPA News Daily, or Funworld magazine. The information contained should not be construed as a formal recommendation for products and services or instructional guidance provided by IAAPA.