The third edition of the Hotel Sector Forum, organized by Prensa Ibérica, EL PERIÓDICO, El Periódico de España, and 'activos', commenced at the Barceló Torre de Madrid Hotel. The event focused on the evolution of the hotel business and the sector's prospects in an international environment marked by uncertainty.
A representative from the organizing body highlighted the sector's ability to grow and adapt, emphasizing that Spanish tourism has not only recovered pre-pandemic levels but has entered a new phase of growth. This progress is characterized by a stronger, more technological, and adaptable business fabric.
“"Tourism has demonstrated extraordinary resilience, and despite the succession of geopolitical upheavals, the sector remains one of the great strengths of the global economy."
Forum participants agreed that the hotel business faces the current cycle with caution, but with the confidence of having overcome significant crises in the last two decades. The importance of growing with solid structures and healthy balance sheets to absorb the impact of adverse scenarios was emphasized, maintaining an expansion strategy in key markets such as Mexico, Morocco, and European capitals.
Another key aspect of the discussion was the impact of artificial intelligence on the business. Experts noted that technology is already transforming marketing, customer segmentation, and operational efficiency. However, it was argued that the essence of the hotel business will remain profoundly human, as the tourist experience depends on in-person and personalized service.
