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See what EU Startups wrote about Belli's performance at FutureTravel Summit 2024.
Belli, a Singapore- and Spain-based startup, emerged as the winner of the FutureTravel Summit 2024 Pitch Competition, held on November 28 in Barcelona. The summit gathered over 400 attendees, 20+ speakers, and a range of innovators, investors, and executives to discuss emerging trends and innovation in the travel and hospitality sector. Among eight startups chosen to showcase their ideas, Belli.ai, a next-generation air cargo software for airlines, stood out for its innovative approach to digitising and automating air cargo operations.
The FutureTravel Pitch Competition is designed to highlight startups that are shaping the future of travel, covering diverse sectors such as sustainability, hospitality, logistics, and automation. Belli.ai’s victory reflects the growing recognition of air cargo as an untapped and high-value market. Other finalists included startups such as Boatscribe, an online yacht rental comparison platform; GetYourVisa, an AI-driven visa application app; Hands In, a payment solution for group travel; Holiwise, an AI-based itinerary planner; Inspirational Adventures, a travel marketplace; SwiftON, an IoT device promoting water conservation in hotels; and TRAPI, a connected travel ecosystem simplifying API integration for travel sellers. Each of these finalists demonstrated creativity and solutions aimed at improving efficiency and user experience within the travel sector.
Belli.ai’s success at the competition is credited not only to its innovative software but also to its leadership. Co-founders Jeff Pan and Alexander Khor combine extensive technical and consulting experience. Pan, formerly Chief Product Officer for AirAsia Cargo, also contributed to aviation logistics platforms for SpaceX, worked with Booking.com, and consulted for airlines at McKinsey & Company. Khor brings expertise in product management and engineering. Their software provides airlines with tools to streamline operations, automate manual processes, and unlock significant revenue opportunities, offering a modern alternative to outdated spreadsheets and legacy systems.
The pitch competition judges, including representatives from ROCH Ventures, Kinnevik, Amadeus Ventures, and Eight Roads Ventures, evaluated entries based on innovation, market potential, and industry impact. Belli.ai was awarded a prize package valued at €330k, which includes Google Cloud credits, a Simpleshow enterprise license, a booth at the EU-Startups Summit 2025, a SEMrush Guru Plan, and media exposure through FutureTravel and EU-Startups platforms. This prize enables Belli.ai to accelerate product development, expand its market presence, and strengthen its position as a leader in air cargo technology.
Beyond the competition, the FutureTravel Summit offered panel discussions, keynote speeches, and networking opportunities, covering topics such as sustainable tourism, AI in travel, and adapting to post-pandemic consumer behavior. Belli.ai’s win highlights both the startup’s potential and the growing importance of digitization and innovation within the air cargo and travel industries. The company’s approach demonstrates how technology can transform a traditionally manual, fragmented sector, making it more efficient, scalable, and profitable for airlines.
Belli.ai’s recognition at FutureTravel 2024 signifies not just a milestone for the company but a turning point for the air cargo industry, which stands to benefit from automation, better data management, and digital transformation.
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