In episode eight of the Shiji Buzz Podcast, Florencia Cueto Pedrotti sat down with Beatriz Miguel, the business director at Ilunion Hotels. Ilunion is a hotel chain focused on making the world more inclusive. The discussion explored Ilunion’s dedication to integrating social values into its business model, highlighting the importance of inclusion, sustainability, and customer experience. It covered significant challenges the hospitality industry faces and how technology can be an ally in tackling these issues.
A mission of inclusion and sustainability
Ilunion Hotels views itself as more than a hotel chain; it perceives itself as a company committed to fostering a more inclusive world for everyone. Part of Grupo Ilunion and Grupo Social ONCE, the company strongly emphasises integrating people with disabilities. For more than 35 years, Ilunion has been committed to inclusive employment, offering opportunities to those often left behind.
Takeaways
Inclusion at the Core: Ilunion Hotels integrates people with disabilities into the workforce, proving social and economic goals can coexist.
Sustainability Focus: Sustainability, including decarbonisation and waste reduction, is central to Ilunion’s strategy.
Customer Experience Strategy: The ‘Experience 360’ project aims to align employee culture with guest needs for memorable experiences.
Adapting to Industry Trends: Ilunion adapts to climate change and changing travel patterns to diversify its offerings.
Technology as an Enabler: Technology supports Ilunion in customer management, innovation, and cybersecurity, aligning with company values.
Overcoming challenges and expanding focus
The journey of Ilunion has been shaped by numerous challenges, particularly economic crises and the pandemic. Throughout these trials, the company reaffirmed its core mission of prioritising the inclusion of people with disabilities. This mission is not just a business strategy but also a social commitment.
In addition to inclusion, the company has expanded its focus on sustainability, guided by Environmental, Social, and Governance (ESG) criteria. Ilunion has stepped up its efforts in environmental sustainability, addressing issues like decarbonisation, circularity, waste reduction, and energy efficiency. This social mission forms the foundation of the company’s strategy.
Economic sustainability was also emphasised as essential for achieving Ilunion’s mission. The company’s social and environmental goals would be unattainable without financial stability.
“We aim to lead the sector with humility, based on an operational promise that’s innovative, accessible, and sustainable, so our customers choose us, recommend us, and return. We want them to become our fans, creating an emotional connection with the company.” Beatriz Miguel
Innovation as a strategic pillar
Innovation is another key pillar of Ilunion’s strategy. The company has invested in an innovation observatory and partnered with universities to stay ahead of industry trends. This focus on innovation has enabled them to publish an innovation report and anticipate future developments.
The Experience 360 Project
Customer experience is a strategic priority for Ilunion. Launching the ‘Experience 360’ project was discussed as a significant step in enhancing guest satisfaction. This comprehensive strategy defines a clear ‘blueprint’ for the ideal customer experience, focusing on culture, metrics, governance, and internal processes.
The initiative emphasises the role of employees in creating memorable experiences, with a culture called ‘I’m Your Host’ that is embedded throughout the organisation. Ilunion aims to create a positive emotional bond between guests and the brand by providing specific training and promoting customer-focused behaviours.
Adapting to trends and expanding offerings
During the discussion, Beatriz also covered some major trends that Ilunion foresees in the short to medium term. Various global challenges were highlighted, such as climate change, geopolitical issues, and changing consumer behaviours. For Ilunion, adapting to these trends is crucial. The company has expanded its business model to include new ventures like restaurants and is exploring different lodging options to cater to evolving traveller preferences.
The role of technology in Ilunion’s strategy
Technology plays a crucial role in Ilunion’s strategy. The importance of working with technology partners who share Ilunion’s values was discussed, along with the role of technological tools in managing data, personalising customer experiences, and ensuring security. Cybersecurity is a top priority for Ilunion, with training provided to maintain high awareness around potential threats. Technology, innovation, and digitalisation are seen as key levers to help the company navigate an increasingly tech-driven world.
Conclusion
The conversation with Florencia and Beatriz highlighted how Ilunion Hotels is redefining what it means to be a purpose-driven hospitality business. By embracing inclusion, sustainability, innovation, and technology, Ilunion is setting an example for the entire industry. Their approach to integrating social and economic goals while focusing on customer experience offers valuable insights for hotel operators and stakeholders who wish to make a positive impact. Technology can help drive these goals forward when used thoughtfully, ensuring businesses survive and thrive in an ever-changing world.
Ilunion’s story is a powerful reminder that hospitality is not just about providing a place to stay—it’s about creating meaningful experiences, supporting communities, and making a difference. As she mentioned, Ilunion Hotels is “a place where sleeping is awakening,” and it’s clear that their purpose extends far beyond the walls of their hotels. They are truly making another world possible, one guest at a time.
Watch the full episode here: (In Spanish)
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