The coexistence of data segmentation, AI, and personalization will shape the future of tourism

The more than 30 experts who participated in the first day of the ITH Innovation Summit 2025 agreed on the necessary convergence of the development of artificial intelligence (AI), data segmentation, and personalization, elements that will shape the future of tourism. The event, which brought together more than 150 industry professionals in Madrid, addressed topics as broad and varied as the digitalization of hotel management, luxury tourism, and the impact of technology on the customer experience.

At the opening ceremony, Javier García Cuenca, president of the Hotel Technology Institute (ITH), stated that this forum "has established itself as a benchmark and meeting place for making the sector more competitive" and emphasized that "shared knowledge and collaboration are the key values ​​that will allow us to move forward." Along
these lines, Luis Martín Izquierdo, Deputy Minister of Tourism, Culture, and Sport of the Community of Madrid, commented that "destinations and companies need to continue advancing their value propositions, for which technology is an essential element."

Jorge Marichal, president of CEHAT, emphasized that “ITH has become an essential player when it comes to thinking about innovation and the future of the sector” and pointed out that public-private collaboration must be a “two-way bridge.” Gabriel García Alonso, president of the Madrid Hotel Business Association (AEHM), reiterated this idea, stating that “AI, data analysis, automation, and tools that personalize services are highly effective in making the customer experience in our establishments more profitable.”

For her part, the Secretary of State for Tourism, Rosario Sánchez Grau, expressed her conviction that "the digitalization of the tourism sector is unstoppable" and called for public-private collaboration in the development of innovative initiatives to increase business efficiency and the role of the administration in the digitalization of destinations.

The first panel discussion, "The Hotel of the Future: Technology, Design, and Innovation in the New Era," reflected on the importance of data and the added value it brings to accommodations, moderated by Raquel Sanjuán, CEO and founder of Raquel Sanjuan Studio - Design and Interior Design. Olivia Estrella, Director of Tourism Innovation at Invat tur - Tourism of the Valencian Community, emphasized the importance of innovation and explained that, with 115 destinations in the Valencian Community, this element represents a very powerful tool for "exchanging data between municipalities."

In this regard, Erik Burghard, Director of Digital Transformation at Paradores de Turismo, noted that one of his main objectives is to work on customer safety and peace of mind, making it essential to store data in a secure location. Dafna Martín, Senior Enterprise Sales Manager for Hospitality at Adyen, emphasized that nothing done to create a tourist destination is worthless if, at the end of the process, a sale doesn't result, and she emphasized the need to seek emotional solutions that create transparent or frictionless technologies.

Regaining Control
In the debate "I don't want AI and Big Data to decide where I sleep. How can I regain control with Hotel Intelligence?" moderated by David Val, director of TecnoHotel, all the speakers agreed that AI is helping the sector and can make the daily lives of guests and employees easier. However, they also emphasized that it is a means, not an end, so companies must have a defined roadmap and, from there, opt for the technology that best fits. Luis González, partner in Artificial Intelligence at Deloitte, emphasized the importance of maintaining constant monitoring mechanisms and real-time metrics. He also commented that we are still in a learning phase in which there is a shortage of trained talent.

Regarding current regulations, Pedro Molleda, SVP of Business Intelligence at Minor Europe & Americas, criticized the excessive regulation and felt that "we're putting a stop to it." Fede Fuster, CEO of Climia Hoteles and president of OSBEC, also stated that, attimes, "the regulations that apply to technology limit us."

The debate "Hotel Marketing and AI: From Ads to Emotion, How to Sell Without Selling?" focused on how data and AI are transforming all services within the hotel industry, moderated by Santiago Hernández, CEO of PuroMarketing. Jorge Núñez, CEO of AdQuiver, stated that, in order to differentiate themselves from competitors in the short and medium term, "it is essential to collect exclusive, proprietary data." For Iker Llano, CEO of Intelier Hotels & Suites, one of the objectives of data is to personalize the customer experience, while for Lorena Nieto, Account Executive at Google, its power lies in generating a "genuine connection" between the company and the brand so that acquiring a service becomes a natural process.

The panel discussion, "Silent Luxury: When Less Is More," was moderated by Manuel Molina, director of Hosteltur, who explained that, in just a few years, luxury has evolved toward intangibles. All participants agreed on the importance of sustainability as an element that endures over time.

Lucía Toro, general manager of NUBA Spain, noted that "luxury must always have an aspirational component." Mar de Miguel, executive vice president of AEHM, explained that, whether it's quiet or traditional luxury, customers who demand these services prioritize three elements: mobility, cleanliness, and safety.

Meanwhile, Roberto García, president of Castilla Termal Hotels, sought to highlight the luxury that goes beyond sun and beach or urban tourism, and he championed "the development capacity" of tourism linked to heritage, history, and people.

The event also featured several success stories on "Digital Hotel: Hotel Transformation through Open Innovation," presented by Gerard Pasán, CIO of Iberostar Group; "The Formula for Well-Being that Builds Guest Loyalty," presented by Víctor Mayans, Marketing Director of Artiem Hoteles; and "Anna, Relying on AI Without Losing Our Way (or Our Soul)," presented by Isaac Vidal and Lucía Martínez, Chief Marketing & Sales Officer and CIO of AR Hotels, respectively. These presentations allowed the audience to gain a concrete and tangible understanding of how the application of technology contributes to driving efficiency and optimizing the quality of customer service.

Fuente: ITH.