Hotel industry moves into AI: from improving experiences to optimising pricing
The hotel industry is experiencing a revolution with the advent of artificial intelligence. According to data provided by tour operators in 2024, it is estimated that more than 80% of Spaniards already use AI to make reservations for travel or accommodation, a number that indicates the impact of the recent solution in the sector, which is changing the way in which supply and demand interact.
In this sense, AI makes it possible to adapt users' searches to the maximum, automatically adjusting to their needs, while at the same time it has the capacity to collect their information in order to make their stay as comfortable and personalised as possible. But technology is not only in the processes. We also see it in pricing, through its dynamism and flexibility, and in the customer experience, through voice assistants in rooms or chatbots at reception.
To explore these advances, Digital Enterprise Show, the largest European event dedicated to exponential technologies that will take place from 11 to 13 June in Malaga, Spain, will organise the Tourism and Hospitality forum. It will analyse the transformation of hospitality with a focus on the opportunities of disruptive digital solutions, with AI playing a leading role, in destinations, tourism and hotel projects.
Experts such as Lucía Martínez, CIO at AR Hotels & Resorts, and Antonio Andújar, Corporate Digital & MadTech Director at Palladium Hotel Group, will discuss the evolution of their businesses, and the industry in general, in the current competitive landscape in which technological tools are reshaping the customer experience, operational efficiency and business strategies. In addition, the international summit will feature speakers of the stature of Pilar Crespo, Director of Booking.com in Spain and Portugal, and Ricardo Fernández, CEO of Destinia, who will provide success stories on the application of bots, platforms or AR/VR technologies in tourism and accommodation.
The meeting will also address the main concerns of today's hotel leaders related to the regulatory framework, in the wake of data protection, and the skills required to effectively harness the power of technology. Executives from businesses such as Boho Club Marbella, BlueBay Hotels or Ilunion Hotels, from Atlético de Madrid club, and from the organisations Fundación Once, Turijobs and Stellium Business School will explore how the industry is facing the challenges that arise when AI reaches a company's business model.
