What can we tell you about Hotel Innovation 2025?
That when hotel innovation meets drive, insight and a great atmosphere, remarkable things happen — and that’s exactly what we experienced in Seville.
As proud sponsors of this special edition of Hotel Innovation (the 10th Anniversary Anteroom!), we came away with plenty of fresh ideas… and even more pride in being part of a hotel ecosystem that never stops moving, thinking and shaping the future.
Hotel innovation… the real kind
The big topics were clearly on the table: artificial intelligence, data management, sustainability, distribution, talent — and how to adapt without losing your sense of direction. All of it led by professionals with their feet firmly on the ground and their eyes on what’s coming next.
We loved hearing from top-level professionals — just what you’d expect from an event packed with true c
- Albert Pérez Llanos & Gian Franco Market – Artificial Intelligence at the Service of Hospitality: Albert and Gian Franco opened the event by highlighting the importance of integrating AI into hotel operations gradually and practically. Their approach focuses on how artificial intelligence can streamline operations, enhance the guest experience, and support teams in making smarter decisions — all without creating unnecessary technological complexity. A clear example of applied hotel innovation grounded in common sense.
- Virginia Sánchez Rucabado – Strategic Design for a Memorable Experience: Virginia offered a powerful insight into how design — from visual identity to spatial layout — can shape guest perception and strengthen a hotel’s brand personality. Her approach places meticulous attention to detail at the heart of customer-centric hotel innovation.
- Ángeles González Cobreros – Innovation with Social Impact: Ángeles presented the Kenya Project, an initiative that blends education, responsible tourism and cooperation to generate a positive impact beyond the hotel’s traditional environment. A vision of hotel innovation that reaches beyond business to deliver real social value.
- Desirée Vila Bargiela – Resilience and Attitude as a Driver of Change: With a deeply moving talk, Desirée shared how resilience and a positive attitude are not only vital for personal growth but also for leading teams and adapting in a fast-changing hospitality landscape. Her message champions a kind of hotel innovation that comes from the heart.
Round Table on Distribution: Direct Channel, OTAs and Strategic Collaboration
Moderated by Luis Guerrero (Hotel Bécquer and Hotel Kivir), the round table brought together leading voices in hotel distribution:
- Javier Rodríguez (Booking.com) highlighted the adaptability of OTAs and their ability to align with hoteliers’ strategies.
- Fernando Ramiro (Expedia) reframed the debate as one of collaboration over confrontation, showcasing innovations such as AI-powered itinerary generation.
- Marta Romero (MIRAI) reaffirmed the strength of the direct channel, emphasising its flexibility and control as key levers of hotel innovation.
- David Madrigal (Paraty Tech) stressed the importance of analysing the conversion funnel to optimise margins and prevent revenue leakage.
This final discussion made it clear that genuine innovation in hotel distribution lies in collaboration, personalisation and the thoughtful use of technology.
The perfect closing to the event came with a special tribute: Jimmy Pons received the 2nd Hotel Innovation Award in recognition of his career as a champion of more human, conscious and forward-thinking tourism. The award was presented by Jorge Álvarez and Alejandro Rodríguez, in a moment filled with applause and heartfelt appreciation.
There was also space for solidarity, thanks to Mother Courage, who shared their work in international cooperation and purposeful recycling.
Technology and hotel innovation with a human touch
Yes, there was plenty of talk about AI, about OTAs, and direct channels too. But most of all, the focus was on people. Because, at the end of the day, the best technology isn’t the most complex — it’s the one that helps hotel teams work smarter, make better decisions, and look after guests with greater care.
And this fully connects with our way of seeing the revenue and technology: data that enlightens rather than overwhelms, tools that support rather than replace, and processes that save time instead of consuming it.
Looking forward with great enthusiasm to the next edition of Hotel Innovation 2026
We are proud to support initiatives such as this one, where professional excellence meets meticulous attention to detail. Our thanks go to María José Chacón Naranjo, Luis Guerrero Gil, Marta Espada Pérez, and the entire teams at Hotel Bécquer and Hotel Kivir for their dedication, approachability, and outstanding organisational skills, which have made this event a true benchmark in hotel innovation. They bring that special sense of warmth and closeness that makes this gathering truly unique.
Hotel Innovation isn’t just talked about. It’s lived. And if this year’s edition was impressive… the tenth anniversary promises to be legendary. See you in 2026!
