The tourism industry is undergoing a profound transformation driven by artificial intelligence (AI), automation, and data management. These technologies are revolutionizing key aspects such as customer experience personalization, operational management optimization, and revenue management, leading hotels to accelerate their adoption to adapt to new ways of traveling and managing tourism.

In this context, the Hotel Technological Institute (ITH) will organize a new edition of its Innovation Summit, a benchmark event in innovation and technological transformation applied to the hotel sector. The summit will bring together prominent leaders from the tourism industry, artificial intelligence experts, and technology companies in Madrid to discuss the current and future impact of AI, data, and automation on the sector.

Key topics to be addressed include the impact of AI on hotel operations, automation and robotics in new service models, the strategic use of data for personalization, revenue management, and intelligent marketing. The event will also explore how to balance technology with human experience, sustainability, and efficiency in hotel management, and will feature real-world cases of innovation applied in hotels.

The ITH Innovation Summit 2026 will take place on June 9 and 10 at Espacio La Salle by Eneldo, located at Calle de San Juan de La Salle, 4, in Madrid. This event is positioned as an essential gathering for the hotel sector, where innovation, artificial intelligence, and digital transformation will come to life through success stories, practical workshops, debates, and presentations.