IHG, Hyatt and Accor lead the discussion on the new hotel paradigm at the TIS2025 Hospitality Tech Forum.
15
From
October 22 to 24, Seville
will host the sixth edition of TIS – Tourism Innovation Summit, the leading
global event on innovation and digitalization in the tourism industry, which
will bring together more than 8,000 professionals from the sector. During this meeting, leaders from the
hotel industry will reflect on the major challenges facing the sector and share
how they are adapting to the era of artificial intelligence, operational
sustainability, and new business models, among other key topics.
By. Le Courier d’Afrique 54. (administration-redaction@lecourrierdafrique54.com)
Madrid, September 3, 2025 – The application of artificial
intelligence, automation, integrations, emerging technologies, personalized
experiences, as well as new tools that simplify hotel operations, together with
examples of applied and real sustainability, will fill the agenda for hoteliers
who will not miss TIS – Tourism Innovation Summit, which will take place from October 22 to 24 in Seville.
The event will also feature the Hospitality Tech Forum, which has established
itself as one of the key events within the Tourism
Innovation Global Summit, the largest forum for innovation and
digitalization in the tourism industry, where the foundations for the future of
tourism are laid. It will bring together leading executives from national and
international hotel chains—such as IHG
Hotels & Resorts, Hyatt Hotels Corporation, Accor, Barceló Group, Minor
Hotels, Sercotel, SmartRental Group, and Intelier Hotels & Suites—to
reflect on the profound changes the hotel industry is undergoing.
One of the main
themes of the forum will be how large
international hotel chains adapt their global strategies to the local market.
Experts such as Helena Burstedt, Regional Vice President of Development at Hyatt Hotels Corporation; Coré Martín, VP of
Development for Spain and Portugal at Accor;
and Diego Álvarez, Director of Development for Iberia at IHG Hotels & Resorts, will discuss how
to tailor their proposals to the specific context of the national customer
without losing brand consistency or innovation capacity. This challenge of balancing standardization and personalization has
become a key lever for offering authentic experiences that connect with the
environment while reinforcing the chains' international positioning.
Another major topic that will be addressed is real operational sustainability, beyond
slogans. The Hospitality Tech Forum, with speakers such as Jean-Baptiste
Roussel, CSR Project Director Europe and North Africa at Accor, will discuss how to translate ESG
objectives into concrete decisions and actions within the hotel: from effective
waste reduction to the design of efficient energy systems, staff training, the
involvement of local suppliers, and the need to communicate progress honestly,
avoiding greenwashing and building relationships of trust with guests.
In the field of technology, artificial
intelligence will be the focus of several sessions that will analyze
its practical application beyond marketing: demand forecasting tools, price
optimization, process automation, and service personalization are transforming
not only the customer experience, but also internal operational efficiency and
the quality of decision-making in hotel establishments themselves. In this way,
the more than 8,000 professionals
attending TIS2025 will be able to compare implementation models that
go beyond the isolated adoption of solutions and propose integrated and
sustainable technological strategies over time.
To boost profitability in less favorable environments,
the forum, with leaders such as Iker Llano, CEO at Intelier
Hotels & Suites, will explore innovative
ways to stimulate demand during periods of lower occupancy, sharing
approaches to turn these moments of low demand into opportunities to explore
new niches. From attracting digital nomads and local travelers to creating
products focused on wellness, health, or cultural tourism, the goal is to
diversify audiences and strengthen the connection with the territory, gaining
resilience in the face of seasonality.
Among the most sensitive issues, certain problems in
the sector cannot be ignored, such as absenteeism,
which should not be treated merely as a temporary symptom, but rather as a
warning sign of outdated organizational models that require a thorough review
of corporate culture, employee well-being, and operational flexibility. This
will be discussed by experts such as Javier Tausía, CEO at DeLuna Hotels, and Rodrigo Fitaroni, CEO at MarSenses Hotels & Homes.
Special attention will also be given to the renaissance of hostels, a phenomenon that is
transforming the traditional image of this type of accommodation, historically
associated with low cost, to position it as a booming lifestyle category.
Through new approaches to design, community, co-living, and events, hostels are
attracting a young, dynamic, and global audience. In this context, Carlos
Escoda, CEO at SmartRental Group;
Ramón Jiménez, CEO at The Loft House;
and Carlos Cano, Managing Director at Latroupe
Hostels (Azora), will share their vision of how this model is establishing
itself as a scalable proposition, with its own identity and diversified sources
of income.
In addition to these major thematic blocks, the
Hospitality Tech Forum will open spaces for reflection on emerging issues that
are gaining weight on the sector's agenda. It will address the convergence between hotels and tourist
accommodations at a time when the lines are blurring and both models
increasingly share challenges and tools. It will also explore how to humanize the digital experience, restoring
the value of emotional contact in the context of increasing automation.
Similarly, innovative
experiential accommodation models, the search for real
efficiency in sustainability (especially in water, energy, and waste
management), and the strategic role played by partnerships
and collaborative networks in the competitiveness of independent hotels
will also be discussed.
With this new edition of the Hospitality Tech Forum,
TIS2025 consolidates its position as a must-attend event for leaders who are
shaping the future of tourism and hospitality, and as an international
benchmark for anticipating trends, sharing real solutions, and building a
smarter, more humane, and sustainable industry model.
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