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Digitalization Roundtable at Hospitality 4.0 CongressūüėÄ

Digitalization Roundtable at Hospitality 4.0 Congress

Digitalization Roundtable at Hospitality 4.0 CongressūüėĀ

Trends that mark the digital transformation in hotels
Automation, Sensorization and integrations star in evolution


Many times hoteliers focus on the sales funnel

competing in the bottom, but neglect the phase of attraction of the client the problem is that the capture of the data is not automated, except if they are online procedures, but is in the hands of people In recent years there has been a great change in the digitalization of management by a greater awareness and more cross-data
The technology, as highlighted by Alex Ridaura, founder and CEO of Hub buildings, a communication management app between a hotel departments, is “constantly evolving.” But within this evolution there are certain tendencies such as “Automating all processes only once and that there is traceability through sensors in all types of integrations”. And it is that, in his view, “It is a digital evolution, it is not a

Transformation”.

IMG Hosteltur
The future for Laura Fernandez, director of innovation at Hotel Barcelona Princess and Hotel Negresco Princess, are “integrations, so that all systems speak to each other. It should be the present because if we are not losing information. ” This has been assured in the Roundtable on Digital Transformation 2020 held within the framework of the Hospitality

4.0 Congress, in HIP 2019.

Digitalization Roundtable at Hospitality 4.0 Congress
Digitalization Roundtable at Hospitality 4.0 Congress

The hotelier also faces other weaknesses, sometimes caused by a lack of focus. In this sense, according to Alfonso P√©rez, sales and Marketing director of Only You hotels and Ayre hoteles, of Palladium hotels Group, “many times hoteliers focus on the selling funnel competing in the lower part, but they neglect the attraction phase Of the client, of the engagement, to listen to him according to his typology and to love him offering personalized emotions.

From left to right, Luis Galí, from EMascaró; Alfonso Pérez, from Only You hotels and Ayre hoteles; Laura Fernandez, of the hotels Princess of Barcelona; And Alex Ridaura, from Hub buildings.

Digitalization Roundtable at Hospitality 4.0 Congress
Digitalization Roundtable at Hospitality 4.0 Congress


Alfonso P√©rez has recognized that the hotel sector “still has a lot to advance in personalization. There is an obsession with the capture and filtering of data, but the problem is that this capture is not automated but it is in the hands of people. With the check-in and check-out online it is easier that automation, much needed to get more personalization. “

However, Ridaura has emphasized that “there has been a very big change in the last five years in the digitization of the management by a greater awareness and more possibilities of obtaining cross data thanks to the integrations”. For his part, Alfonso P√©rez has pointed out the role that are called to represent “digitalization platforms, which must serve to provide value to customers and improve internal processes”.

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