The hotel industry is delving into AI: from enhancing experiences to optimizing prices.

The hotel industry is experiencing a revolution with the arrival of artificial intelligence (AI). According to data provided by tour operators in 2024, it is estimated that more than 80% of Spaniards are already using AI to make travel or accommodation reservations, a figure that demonstrates the impact of this solution in the sector, changing the way supply and demand interact.

AI allows for maximum adaptation of user searches, automatically adjusting to their needs, and has the ability to gather information to make their stay as comfortable and personalized as possible. This technology is not only present in the booking processes but also in pricing, providing dynamism and flexibility, and in the customer experience, with voice assistants in rooms or chatbots at the reception.

To explore these advances, the Digital Enterprise Show (DES), the largest European event dedicated to exponential technologies taking place from June 11 to 13 in Malaga, Spain, will organize the Tourism and Hospitality forum. This forum will analyze the transformation of hospitality, focusing on the opportunities offered by disruptive digital solutions, with AI playing a leading role in destinations, tourism projects, and hotels.

Experts like Lucía Martínez, CIO of 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 where technological tools are redefining the customer experience, operational efficiency, and business strategies. Additionally, the international summit will feature speakers such as Pilar Crespo, Director of Booking.com in Spain and Portugal, and Ricardo Fernández, CEO of Destinia, who will showcase successful cases of using bots, platforms, or AR/VR technologies in tourism and hospitality.

The meeting will also address the main concerns of today’s hotel leaders regarding the regulatory framework, stemming from data protection, and the skills needed to effectively harness the power of technology. Executives from companies like Boho Club Marbella, BlueBay Hotels, Ilunion Hotels, Atletico de Madrid Club, and organizations like Fundación ONCE, Turijobs, and Stellium Business School, will explore how the industry is facing the challenges that arise when AI enters a company’s business model.

About DES | Digital Enterprise Show (June 11-13, 2024, FYCMA, Malaga)
DES – Digital Enterprise Show is an event by Nebext – Next Business Exhibitions in collaboration with the City of Malaga and the Andalusian Government. Over its seven editions, it has become the largest European professional event on exponential technologies and a global benchmark offering top management of companies the latest solutions and products to guide large corporations, SMEs, and European Public Administrations towards digital transformation. For 3 days, we combine technology and innovation with digital leadership, technological solutions to enhance customer and employee experience, optimization of operational processes, and the identification of new business models, services, and products for all industries.

Scroll to Top