Mirai and EM Hotels strengthen their strategic alliance to boost direct hotel sales

What does participating in an international fair like FITUR represent for Mirai, and what are its objectives?

For us, FITUR is our flagship trade fair. We were founded in Spain and have been participating continuously for almost 30 years. It's the most important fair, not only for the Spanish market, but also because FITUR is now one of the largest international tourism fairs in the world.

This event brings together independent hotels and large chains with which we work globally. Furthermore, it's the first trade fair of the year, making it a key starting point for setting the industry agenda.

And what does FITUR mean for EM Hotels?

FITUR represents an open window to the world for everyone involved in the tourism market. It allows us to showcase our hotel offerings, our business strategies, and to generate conversations and partnerships for the future.

Let's talk about the alliance between Mirai and EM Hotels. How did it come about and what are its objectives?

The alliance arises with a very clear objective: to increase EM Hotels' direct sales and make the operation more profitable by reducing distribution costs.

The chain has a strong online sales presence, especially for its hotels in Colombia, such as Cartagena and Bogotá. The focus is on achieving the highest possible level of direct sales, reducing dependence on third parties—who remain important—and enabling more organic and sustainable growth. The partnership is already in its final implementation stage.

From EM Hotels, how do you evaluate the experience with Mirai since the signing of the agreement?

It has been a very interesting undertaking. Today, technological integration in tourism is key and encompasses multiple areas that, if not managed correctly, can lead to a loss of control.

The proposal to boost direct sales through an agile, self-managed, and effective tool was key to moving forward with this partnership. The idea is to channel sales directly from the hotels, reduce dependence on third parties, and improve business control, while simultaneously strengthening the brand internationally.

From your combined experience, what tools do you consider key to optimizing hotel bookings and management?

Traditional tools remain essential: a good booking engine, a solid web design, a clear marketing strategy, and a well-thought-out distribution for the end user.

But one of the major focuses today is on integrating guest-oriented artificial intelligence. Travelers are already using platforms like ChatGPT, OpenAI, and Gemini to search for hotels with very specific requirements. Hotels must be prepared to respond to these new search methods, which are not future trends, but a reality.

The goal is for that demand to go directly to the hotel's official website and not depend exclusively on intermediaries.

At the same time, direct sales allow for better communication of the hotel's comprehensive value proposition. EM Hotels offers high-level complementary services, such as distinctive cuisine and personalized experiences. It even features executive suites with butler service, something uncommon in destinations like Cartagena. Often, these services go unsold simply because they aren't communicated, and these channels allow them to be showcased effectively.

Finally, what new developments or projects are you currently working on?

We are working on multiple fronts. On one hand, we are continuously improving the booking engine, which was recently launched and has been very well received due to its high conversion rate.

On the other hand, the integration of artificial intelligence within the company has optimized internal processes, reduced time spent on repetitive tasks, and improved operational efficiency. In some departments, the workload has been reduced by up to 40%, allowing more time to be dedicated to strategic tasks and a better work-life balance.