By integrating automation, artificial intelligence, and cutting-edge solutions, hotels are making significant progress in transforming guest experiences and optimising operational efficiency.
Shiji’s Insights Podcast invited Beatriz Heras, Head of Digital Transformation, Operations, and New ICT Projects at the Instituto Tecnológico Hotelero (ITH), to join Florencia Cueto and discuss the ongoing digital evolution in hospitality, providing valuable insights into the role of innovation in modern hotel operations.
Takeaways
Technology is essential for modern hotels, enhancing guest satisfaction, streamlining operations, and driving profitability.
AI and automation are reshaping hospitality. To stay competitive, hotels must embrace artificial intelligence, data analytics, and automation.
TechYRoom highlights innovation, showcasing technology in real operations before large-scale adoption.
Accelerated digital transformation. The industry’s rapid tech adoption post-pandemic highlights the need for agility and adaptability in hotel operations.
Future trends focus on integration, breaking data silos, and delivering hyper-personalized guest experiences.
The role of Instituto Tecnológico Hotelero in hospitality technology
ITH, a leading institution under the Spanish Confederation of Hotels and Tourist Accommodations, has been at the forefront of introducing new technologies to the sector. With a strong focus on digital transformation, energy efficiency, and sustainability, the organisation plays a key role in identifying industry needs and fostering technological advancements.
Established two decades ago, ITH has been instrumental in adopting and implementing technological solutions within the hotel industry.
“Two decades ago, many hotels didn’t even have management systems; everything was done using Excel sheets. Now, we’re talking about artificial intelligence, robotics, and technologies that were unimaginable back then.” Beatriz Heras
ITH aims to bridge the gap between technology and hospitality by assessing industry needs and integrating solutions that improve operational efficiency and guest experiences.
The organisation’s primary areas of focus include:
- Digital transformation: Introducing tools and systems that optimise hotel operations.
- Operations: Streamlining workflows to enhance efficiency and guest satisfaction.
- Energy efficiency: Implementing smart solutions to reduce energy consumption.
- Sustainability: Promoting eco-friendly technologies to align with global sustainability goals.
TechYRoom: A showcase of hospitality innovation
One of ITH’s most innovative projects, TechYRoom, serves as a real-world showcase for cutting-edge hotel technology. Initially launched as a temporary pop-up, the project evolved into a permanent showroom within a hotel in the Valencian Community.
The initiative highlights technology designed to meet the specific needs of guests, particularly senior travellers. Key innovations include:
- Voice control systems: Enhancing accessibility for guests with mobility challenges.
- Robotic assistance: Supporting staff by handling repetitive tasks.
- Smart energy solutions: Ensuring medical devices remain powered without relying on traditional room key-activated electricity.
ITH provides a tangible example of how technology can enhance guest experiences while optimising hotel efficiency by integrating these solutions into an operational hotel environment.
Accelerated adoption of technology post-pandemic
Since COVID-19, hotels have undergone a rapid digital transformation. Beatriz emphasised how the crisis accelerated the adoption of technologies that had been in development for years.
Key advancements include AI-driven decision-making, which helps hotels predict demand, personalise guest experiences, and enhance operational efficiency. System integration breaks down information silos, creating a seamless flow of data across departments. Additionally, process automation reduces manual workloads, allowing staff to focus on personalised guest interactions.
“Technology should serve as an enabler, allowing staff to focus on customer service by removing repetitive tasks and optimising resources.” Beatriz Heras
These changes reflect a broader industry shift towards intelligent automation, where technology enhances—not replaces—human hospitality.
The future of hotel operations
Looking ahead, ITH is working on multiple projects poised to transform the industry. Their initiatives include redefining professional competencies in tourism by integrating robotics into culinary training and other operational areas. They are also expanding TechYRoom, extending the concept beyond guest rooms to other hotel spaces. Additionally, they are leveraging technology to deliver personalised travel experiences, tailoring services to guests’ unique preferences and requirements. These advancements will continue to shape the hospitality sector, establishing technology as an essential component of hotel operations.
Conclusion
As digital transformation accelerates, staying informed about emerging trends and innovations is essential for long-term success in the evolving hotel technology landscape. To continue advancing, hotels must embrace AI and automation whilst leveraging data to create hyper-personalised guest experiences.
By adopting integrated tech platforms and investing in staff training, hotels can break down silos and maximise the benefits of automation. Focusing on purposeful innovation will help the industry optimise operations and enhance the guest experience.
Watch the full episode here (in Spanish)
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