Redaccion TH

📱 Mercedes Sánchez, with 14+ years at TripAdvisor, discusses the evolution of metasearch engines, user reviews, and digital marketing strategies in tourism. Key insights include: 80% of TripAdvisor users seek inspiration, often 45 days in advance; 3 out of 4 start planning 2-3 months ahead. TripAdvisor's transparency report shows 45% of rejected reviews are automatically flagged by AI, and the average review score is 4.34 out of 5. She advises hotels on utilizing visibility, with TripAdvisor offering subscription, CPC, CPA, and CPM models. Sánchez emphasizes the importance of data analysis and tailored campaigns for hotels to reach target audiences effectively. Additionally, she notes the growing trend of sustainable and pet-friendly filters on TripAdvisor, reflecting user preferences post-pandemic. Sánchez underscores TripAdvisor's role in leveling the playing field for independent hotels, stressing the organic nature of rankings based on guest satisfaction. Lastly, she highlights the potential of AI in enhancing user experiences without losing the personal touch that defines TripAdvisor.

🌏 Benidorm awarded the "Pionero Verde Europeo del Turismo Inteligente 2025" by the European Commission, succeeding Grosseto, Italy. The decision was made in Brussels, led by Mayor Toni Pérez and Visit Benidorm director Leire Bilbao. Benidorm's urban model ensures 61% of the territory protected since 1956, with buildings designed for energy efficiency. Water management efficiency exceeds 95%, with an 18% reduction in water consumption over 25 years. The city boasts a 70% pedestrian mobility rate and 134 km of bike lanes. Benidorm also hosts Serra Gelada Natural Park, producing 3,600 tons of oxygen daily. Celebrating 700 years in 2025, Benidorm is recognized for sustainability, accessibility, and innovation in tourism.

🏨 On November 21, the Hotel Gran Bilbao hosted the 8th edition of Hotel Innovación with 300 attendees. The event, organized by Spirit Hotel Gran Bilbao, Hotel Bécquer, and Hotel Kivir, focused on sustainability and innovation. José Estrella proposed a water-saving solution cutting usage by 30%. Patricia Vela emphasized the strategic role of housekeeping. José Ángel Preciados Fernández received the I Premio Hotel Innovación for his inclusive business model at Ilunion Hotels. The next edition is planned for 2025, with Avifes as the partner.