Redaccion TH

🏨 Hotel Innovación 2025 in Sevilla featured a presentation by Hospitalidad Emprendedora on AI's applications in the hotel industry. In March 2025, a University of California study found 70% of participants confused ChatGPT with a human. Key insights included data privacy settings in ChatGPT and distinctions between GPT-4o and specialized models. Practical AI applications were demonstrated, such as personalized assistants and agentic automations, offering accessible solutions for hotels to enhance operations and digital growth.

💻 95% of organizations are using AI, but 71% of leaders say employees aren't prepared. In Spain, 90% of executives have AI strategies, but 72% admit employees aren't ready. 57% note a lack of AI skills; 22% see resistance. Globally, 45% of CEOs find employees resistant to AI. Only 14% of companies, termed "AI Pacesetters," align strategies with workforce readiness. 76% prefer training current employees, but few succeed in effective training.

📈 Madrid, 4 June: Over 250 industry professionals gathered for Spain’s first Global Revenue Forum, parallel to events in Paris and Amsterdam. Organized by Torres Hospitality Consulting and Open Revenue Consulting, the forum focused on innovative revenue management across technology, marketing, and sustainability. Key sessions featured experts like Pedro Barranco and Francisco Quintero, discussing direct channels and AI in digital marketing. Yogesh Ram highlighted a 25:1 ROI using Google Performance Max. The event emphasized strategic integration and enhancing profitability.

💻 In June 2025, the HFTP CIO Summit EMEA in Barcelona highlighted the evolving role of the Chief Information Officer (CIO) in the hospitality industry. Leaders from major hotel brands like Rocco Forte Hotels, Cheval Collection, and Firmdale Hotel Group are integrating technology with strategy and culture. Key focus areas include AI for automation, data security, and personalized guest experiences. The shift moves CIOs from technical maintenance roles to strategic partners in business, operations, and customer engagement.