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Leadership and skills for true innovation: "It is essential to recognize which technologies offer value".
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The discussion forum entitled "The tourism of the future: innovation, sustainability and leadership", took place at Thinktur and was organized by ITH. Four leading industry experts participated in this event: Leire Bilbao, manager of VisitBenidorm; Inmaculada Benito, head of Tourism, Culture and Sport at the CEOE; Santiago Müller, cluster manager at Hotel Urban / Villareal (Derby Hotels Collection); and Mano Soler, general manager of Les Roches Marbella.
Innovation: the real challenge of managing technology Innovation is mentioned in many discussions. Although in theory everything seems clear, in reality, is innovation really taking place?
Leire Bilbao began the discussion by pointing out that there is innovation in tourist destinations, but warned that "either we get on the train that is already underway, or we will be left behind". She commented that the adoption of new technologies is irreversible.
However, there are other areas where innovation is conspicuous by its absence. Inmaculada Benito mentioned that numerous problems in the sector have been present for 20 years without solution, which underlines the urgency of moving "from theory to practice". She also stressed that collaboration between the public and private sectors is only effective when companies are truly involved in the decision-making process.
Santiago Müller argues that innovation goes beyond simply creating technology; it is about implementing it effectively. In the hotel sector, he stresses that success lies in integration. Although considerable progress has been made, there is still a long way to go in terms of connectivity and how areas such as catering, housekeeping, revenue management and reservations adopt these tools. He emphasizes that the industry is still in its early stages in terms of technology distribution.
As far as educational institutions such as Les Roches are concerned, Mano Soler pointed out that these schools must take on the task of training the future professionals who will guide this change: "You need talent that is able to discern which technologies are really valuable, as well as what is relevant and what is not".
The importance of data in the future of tourism
Benito stressed that data management will be fundamental in the years to come. "The essence will lie in the operating rules of this shared environment and the way in which the return on investment that companies will share is measured," he said. He added that the indicators resulting from this management will yield new values and facilitate more effective decision making.
Sustainability: from being just a marketing strategy to becoming a full-fledged plan
In addition, the section dedicated to sustainability highlighted how this concept has changed in places and companies. Is it a passing fad, or is there a real awareness of it? And how does this affect profitability?
Santiago Müller said that tourists are paying increasing attention to destinations and hotels that implement sustainable practices. While admitting that it is difficult to quantify the immediate return on these decisions, he stressed the relevance of taking a broad perspective: "It's not just about what affects hotels, but how it affects them".
However, Inmaculada Benito advocated an integral perspective: "If economic sustainability is not present, neither will social nor environmental sustainability exist. It is essential to include workers and local communities, and if carried out properly, sustainability will always be profitable".
From a destination perspective, Leire Bilbao mentioned the case of Benidorm, where the recovery of urban areas has facilitated intervention in a million square meters destined for the local community and visitors. "Sustainability began as a marketing tool, but today it has become a strategic plan to improve both the destination and the quality of life in the city," she assured.
Mano Soler commented that sustainability is also a factor that attracts talent: "A company with a clear mission creates a sense of identification, and workers prefer hotels that have a purpose".
Leadership in the age of artificial intelligence: empathy, attention and continuous evolution.
What qualities must a leader possess to motivate future experts in the field? According to Mano Soler, it is essential to cultivate responsible leaders, which is why at Les Roches it is required to participate in volunteer activities: "It is crucial to maintain a human and altruistic approach to counteract technological advancement."
Santiago Müller described himself as a facilitator in people management: "Our work focuses on the customer experience. The whole team must be in sync from the guest's arrival to his or her departure." He stressed that artificial intelligence will act as a complement and not as a replacement, and anticipated that new roles will appear while some will become obsolete. "It is essential that we continually reinvent ourselves," he said.
Inmaculada Benito asked future professionals to develop critical thinking: "Despite the presence of ChatGPT, it is sometimes unaware of the environment and the context".
Leire Bilbao concluded by urging humility and the importance of listening: "We must begin each day with the idea that 'I only know that I don't know anything' to avoid assumptions". Mano Soler complemented this by pointing out that "listening to oneself is also part of leadership, and it is essential to make investments in oneself."
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TecnoHotel's main editor, with a degree in Journalism from the UMH and a master's degree in Multimedia Journalism from the UCM. You can connect with her on LinkedIn.
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