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💻 Sonia Mateos, at TecnoHotel OnTour Valencia, noted that generative AI is rapidly transforming travel bookings. ChatGPT has surpassed 800 million weekly users in under three years, while Google Chrome took 17 years to reach 3.83 billion users. By 2026, chatbots could exceed 1 billion users. Major platforms like Booking, Expedia, and Google are integrating conversational bookings. The MCP protocol allows hotels to participate in AI-driven conversations. Hotels are urged to adopt SEO, structured data, and online reputation strategies.

📊 Leire Bilbao, Inmaculada Benito, Santiago Müller, and Mano Soler gathered at Thinktur to discuss tourism's future. Key challenges include technology integration, data governance, and sustainability. Benito emphasized long-standing sector issues, Müller highlighted integration gaps, and Bilbao and Soler stressed the need for talent to identify valuable technologies. Bilbao noted Benidorm's urban regeneration covering a million square meters. Soler and Müller advocated for leadership focusing on humanity and adaptability as AI reshapes roles.

📈 At TecnoHotel OnTour Valencia, industry experts like Alberto Plaza and Jesús Ramírez discussed data utilization in hotels. Key issues included the underutilized internal PMS data and Google's demand for real-time, error-free data. The Travel Trends Report by Amadeus Hospitality revealed that 40% of travelers would let AI make reservations. Toni Arnedo shared Turia Hotels' journey from manual pricing to advanced revenue strategies, improving their Booking score from 7.4 in 2022 to 8.6. Alberto Plaza emphasized that RMS tools are viable for even small hotels.