Fede Fuster (ITH): FITUR is a space for knowledge transfer

How is technology evolving in the hotel sector?

Technological evolution in the hotel sector has accelerated significantly in recent years. We have shifted from viewing technology as a complement to seeing it as the central pillar of hotel management. Nowadays, digital transformation affects the entire accommodation value chain, from attracting demand to customer loyalty, and encompassing internal operations, energy management and sustainability.

The use of integrated systems, be it PMS, channel managers or business intelligence solutions, for example, allows for a global and real-time view of the business. This translates into greater adaptability, better revenue management and optimisation of available resources. On the other hand, the customer experience is being redefined thanks to digital tools that facilitate processes such as online check-in , chatbots and the personalisation of services through data analysis. Technology makes it possible to anticipate guests' needs and offer them a stay that better meets their expectations.

In addition, technology is also playing a key role in the area of sustainability. Energy monitoring systems, efficient water use, home automation and environmental management platforms allow hotels not only to reduce their carbon footprint, but also to comply with increasingly demanding regulations and respond to a growing social demand for more responsible tourism.

Technology in the hotel sector is ceasing to be a tool for improvement and is becoming an essential element to compete, innovate and grow in today's dynamic environment.

What other benefits can new developments, and especially artificial intelligence, bring? 

New technological developments, especially artificial intelligence, offer an unprecedented opportunity to optimise resources, anticipate behaviour and deliver personalised experiences. AI applied to data analytics enables more accurate decision-making, improves energy efficiency, automates repetitive processes and frees up staff for higher value-added tasks. Moreover, their use in marketing, revenue management and customer service is significantly altering how we relate to the traveller.

Artificial intelligence is also making it possible to design more robust predictive models, which are essential for adapting to demand volatility. It enables hotels to adjust prices and services in near real-time, improve their competitive positioning and reduce the margin of error in planning.

Likewise, their integration in predictive maintenance or inventory management tools contributes to a more agile, profitable and sustainable operation. The key is that these developments do not replace the human factor, but enhance it, improving responsiveness and quality of service.

What new projects and actions do you plan to promote as the new president of ITH? 

My intention is to reinforce the role of the ITH as a key player in tourism innovation in Spain. We are committed to projects that integrate sustainability and technology as levers of competitiveness for the industry. We will be promoting initiatives linked to energy efficiency, the use of artificial intelligence applied to the hotel business and training through the ITH Academy with the aim of training the talent that will lead this transformation.

A fundamental axis will be to continue promoting public-private collaboration, which is essential for developing effective, transferable solutions that are in line with the major challenges facing tourism. This cooperation allows us to combine technical know-how and strategic vision, maximising the impact of each project. In addition, we work to ensure that innovation reaches all profiles of the sector, especially hotel SMEs, by supporting the implementation of accessible and scalable technologies. Our commitment is that digital transformation is not just an aspiration, but a tangible reality that drives the competitiveness, sustainability and resilience of tourism in Spain. An example of this are the projects we are already working on and which are currently underway, from national technology platforms to international strategic alliances, such as Thinktur and The Alliance of Sun and Beach Tourist Municipalities (AMT Sol y Playa).

We are committed to data analysis and competitive intelligence through projects such as Biontrend which is a very simple tool that easily applies artificial intelligence to decision-making in hotels, and social innovation with tools such as Check-In Jobs, facilitating the meeting between talent and companies in the industry. Initiatives such as the such as the ITH Tourism Sustainability Model, the ITHSaveHotel programme, or tools such as the hotel sustainability self-assessment test which help to professionalise and transform the management of tourist accommodation towards more efficient and responsible models.

In terms of energy, we promote efficiency solutions for the purchase of energy and we participate in collaborative platforms such as BIGreen and TWINHOTEL, linked to the digitalisation and sustainability of hotel establishments. We will continue to bring technology closer to hotels through tangible projects such as ITH TechYroom and we are leading the dialogue around the future of the sector with initiatives such as the ITH Robotics Club. On the other hand, we will continue to strengthen ITH's presence in European forums such as HOTREC, with projects such as NTG, Pantour, PacTS4ALL and DEPLYTUR, expanding collaboration networks and aligning our strategies with European objectives in digital skills and sustainability.

And, of course, we want to share knowledge, trends and inspiration through our events: ITH Innovation Summit, ITH The Hotel Data Game, ITH Hotel Energy Meetings, Hostelco, FITURTECHY and Hábitat Valencia, spaces that are meeting points for the industry. 

How does ITH's participation at FITUR contribute to the promotion of technology and the hotel sector?

FITUR, through the space FITURTECHY is an essential showcase for the transformative capacity of technology and innovation in tourism, both nationally and internationally. Our space TechYhotel (and Hotel LAB) acts as a living laboratory where the hotel room of the future is recreated, integrating real technologies that are already available in the market and those that are being researched in the R&D laboratories. This allows the visitor -hotelier, technology provider or institutional- to interact with applicable, tangible and proven solutions. We are not talking about abstract concepts, but about how energy consumption is optimised with smart systems, how the customer experience is improved through connected devices, or how automation can improve the operational management of accommodation.

In addition, at FITUR we act as a meeting platform for hoteliers, start-ups, technology centres and public administration representatives. We encourage dialogue between all the actors involved in the transformation of tourism, and this generates synergies, alliances and new collaborative projects that transcend the framework of the trade fair.

Another key aspect is the informative and educational value of our presence. Through forums, round tables and presentations at FITURTECHY, we share project results, best practices and future lines of work to help guide the industry. At ITH we understand FITUR as a space for knowledge transfer, where we connect strategic vision with operational solutions to move towards a more efficient and competitive tourism model aligned with the Sustainable Development Goals.