More sustainable and digital tourism under discussion at the ITH Innovation Summit 2025, with AI as the focus

How technology and sustainability are redefining the industry, driving more efficient, smarter, and sustainable tourism.

This will be one of the main topics at the eighth edition of the ITH Innovation Summit 2025, the leading event for the tourism sector organized by the Hotel Technology Institute, to be held on June 17 and 18 at the Espacio La Salle by Eneldo in Madrid. Under the theme "Hotels, Technology and Sustainability," the event will explore developments in artificial intelligence, robotics applied to hospitality, silent luxury, experience personalization, and hotel intelligence, as well as the direct impact these areas have on the tourism industry.

Once again this year, the forum will bring together top-level speakers, including Rosario Sánchez Grau, Secretary of State for Tourism; Luis Martín Izquierdo, Deputy Minister of Tourism, Culture and Sport of the Community of Madrid; Almudena
Maíllo del Valle, Councilor for Tourism at Madrid City Council; Jorge Marichal, President of CEHAT; Gabriel García Alonso, President of AEHM; Javier García Cuenca and Álvaro Carrillo de Albornoz, President and CEO of ITH, respectively; Olivia Estrella, Director of Tourism Innovation at Turisme Comunitat Valenciana; Mar de Miguel, Executive Vice President of AEHM; Roberto García, President of Castilla Termal Hoteles; José Ángel Preciados, CEO of ILUNION Hotels; Daniel Mayo, CEO & Founder of VIVOOD Landscape Hotels; Enrique Domínguez, CEO and co-founder of GaiaRooms, and Manuel Molina, director of Hosteltur, will also be joined by institutional representatives, presidents, and senior officials from organizations linked to the tourism sector.

The forum, which in its previous edition brought together nearly 350 professionals, will feature participation from technology organizations and companies such as Google, AdQuiver, and Adyen. Among them are hotel chains such as Minor Europe & Americas, AR Hotels, Intelier Hotels & Suites, Artiem Hotels, Castilla Termal Hotels, Soho Boutique Hotels, and Palladium Hotel Group.

During the event, and in a setting where technology and innovation are transforming the industry, attendees will be able to learn about the latest developments in the sector through presentations, debates, and success stories. At the same time, the ITH Innovation Summit will once again become a meeting point where professionals can exchange ideas and generate new alliances and strategies that boost traveler satisfaction and energize tourism in a constantly changing environment. It is worth noting that tourism is one of the main drivers of the Spanish economy, which in 2024 exceeded €207 billion, representing a contribution of 13.1% of the national GDP and the creation of 72,310 new jobs, according to Exceltur.

Two days focused on innovation and a focus on the customer. Following the opening session, a varied selection of roundtables will be held, designed to inspire and provoke debate. Among other topics, the following will be discussed: "The hotel of the future: technology, design, and innovation in the new era," "I don't want AI and Big Data to decide where I sleep. How can I regain control with Hotel Intelligence?" and "AI, OTAs, and direct sales: strategic synergy for distribution 3.0," exploring the keys to tomorrow's accommodations.

The program also includes the debates "Hotel Marketing and AI: From Ads to Emotion, How to Sell Without Selling?" and "Silent Luxury, When Less Is More," which will unveil new strategies for connecting with customers. "Hotels with a Positive Impact on Society" will focus on sustainability. Finally, "New Hotel Business Models: Adapt or Die" will address the opportunities of change.

In line with the Hotel Technology Institute's commitment to sustainability, and in collaboration with Bioscore, the ITH Innovation Summit 2025 will incorporate a carbon footprint offset initiative: the Folia Project, a plantation of native species with a high CO₂ capture capacity located in Torrejón de la Calzada (Madrid). This initiative will allow attendees to offset their environmental impact and obtain an individual certification issued by Bioscore, thus reinforcing the event's focus on more responsible and sustainable tourism.

This action reinforces the role of the ITH Innovation Summit as a key meeting point for innovation applied to tourism, consolidating its commitment to sustainability and generating an impact that transcends the event itself. With initiatives like this, ITH is driving a progressive transformation of the sector, fostering a corporate culture focused on environmental responsibility.

Fuente: ITH.