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📅 Del 16 al 18 de febrero de 2026, en IFEMA Madrid se celebrará el HIP 2026, reuniendo a más de 60,000 profesionales y 1,000 firmas del sector HORECA. Este evento, bajo el lema "Next Level Unlocked", busca promover la innovación y tecnología en hostelería, generando un impacto económico de 102 millones de euros. El Hospitality 4.0 Congress contará con 700 expertos y se enfocará en tendencias como la inteligencia artificial, que puede reducir costos operativos hasta un 30%.

💻 Sercotel and SEIDOR launched OpenStay Lab's pilot phase in November 2025, selecting four startups from 14 participants. The initiative, running in Sercotel hotels from February to March 2026, aims to address challenges in operational efficiency and sustainability. Key projects include energy management, water monitoring, robotics, and online reputation management. A Demo Day on April 20 will announce winners, with potential investments up to €100,000, enhancing digital transformation in hospitality.

📅 España, 2025: 97 million tourists, ranking as the second most visited country after France. In 2026, 26 million tourists are expected in the first quarter, a 4% increase. HIP 2026, Europe's largest hospitality solutions fair, will take place from February 16-18 at IFEMA Madrid. Discussions will include sustainability, supply chain efficiency, and technological integration. Ilunion Hoteles, with a 30% growth, highlights inclusive business models. The event will feature industry leaders like Javier Águila and Kike Sarasola.

🏨 In 2026, travel preferences shift towards meaningful experiences, moving away from price-focused decisions. According to the HBX Group Travel Trends 2026 report, hotels now play an active travel role by offering authentic, culturally connected experiences. To thrive, hotels must integrate technology, sustainability, and cultural trends, while maintaining a human touch. As time becomes a luxury, emotionally impactful and well-curated proposals gain value, emphasizing quality over quantity in travel experiences.

💻 Orange and NETHITS, on January 22 at FITUR in IFEMA MADRID, will launch HOVO, a new model transforming hotel tech management. HOVO offers a managed service for hotels, covering connectivity, entertainment, security, and more without initial investment. Costs adjust based on occupancy, enhancing customer experience and profitability. MasOrange, Spain's largest telecom operator with 41M broadband and mobile lines, collaborates with NETHITS, a tech company focused on hotel industry digital infrastructure.

💻 En 2026, la inteligencia artificial se mide por su impacto en hoteles, no por su narrativa. Sebastien Leitner de Cloudbeds destaca la necesidad de comprender tipos específicos de IA en vez de meras etiquetas. El tráfico automatizado distorsiona datos digitales, mientras la tecnología de voz y la formación adaptativa mejoran operaciones. La IA agéntica se centra en la fiabilidad, influyendo en decisiones clave con una precisión estructural. La clave es exigir resultados medibles, no promesas vacías.

🛠️ The hospitality industry is undergoing transformation due to EU and national regulations on waste. This shift is driven by reducing plastic use, adopting circular economy models, and consumer demand for sustainable practices. Key waste, like used cooking oil, is being repurposed to cut costs and environmental impact. Advanced waste management reduces storage and transport costs, enhances compliance, and bolsters transparency. Sustainability is becoming essential for competitiveness, particularly in tourism, where responsible practices boost brand value.

📈 2026, Toni Mascaró, CEO of eMascaró, discusses the profound transformation in the tourism industry due to AI, geopolitics, and digital complexity. Recent shifts include a five-year pandemic, mental health crisis, and technological disruption altering traveler behavior and SEO models. AI tools like ChatGPT, Gemini, and Perplexity drive "zero click" phenomena, challenging traditional models. Mascaró emphasizes the need for brands to maintain control and identity amid AI's tendency to homogenize content. Strategic brand development is essential in adapting to these changes.

💻 Carlos Rentero, director comercial de Bookassist, destaca la relevancia de la inteligencia artificial en el sector hotelero en 2026, especialmente en España, Francia, y Latinoamérica. La IA redefine reservas, distribución, y relación al cliente, ofreciendo eficiencia y personalización. Hoteles deben actualizar motores de reservas para IA conversacional y estructurar datos web claramente. Algoritmos priorizan conversiones, no precios bajos. Hiperpersonalización mejora experiencias y valor directo frente a OTAs. IA y asistentes de voz son esenciales para competir en el mercado actual.

🏠 FITUR 2026, held in Madrid, drew over 255,000 visitors, spotlighting the hospitality industry's future. Key themes included AI integration, guest feedback shaping pricing models, and experience-driven hospitality. The event marked the inauguration of the "Pabellón del Conocimiento," fostering tech collaboration. Spain's hotel transactions hit €4.2 billion in 2025, up 30%, with potential to surpass €4.5 billion in 2026. Key focus areas include talent retention, smart AI use, and quality over quantity in tourism.