Successfully leading in today’s hotel industry requires more than a single expertise; it demands a careful blend of deep-seated service passion, operational wisdom, and an innovative spirit that shapes the future of guest experiences. Tradition and innovation constantly intersect. Guest expectations are also rapidly evolving. Hoteliers must navigate this dynamic environment with skill and expertise. Furthermore, they need a deep understanding of service fundamentals. They also require a keen eye for technological advancements.
Ander Elortegi’s career journey began as a bellboy; now, he serves as the General Manager at the prestigious Hotel Palacio Arriluce. We asked Ander about his approach to technology in luxury hospitality, and his views on sustainability and guest experience are also covered.
Takeaways
Service as an art form: Hospitality is an art form; it’s about genuine human connection and making guests feel deeply cared for.
Technology empowers, not replaces: Utilize technology to enhance efficiency and the guest experience, always prioritizing the essential human touch.
Leadership is presence: Effective leaders are visible, accessible, and engaged daily with both their teams and their guests.
Sustainability is a mindset: True sustainability means authentically embedding it into daily operations and the overall guest experience.
Authenticity & Adaptability: Root your hotel in local culture, adapt to evolving guest needs, and always preserve its unique soul.
Ander’s journey in Hospitality
Your career has evolved from a bellboy at Hôtel Lutetia in Paris to leading top hotels in Spain. What key lessons from your early days in hospitality influence your leadership style today?
To this day, being a bellboy remains my favorite role in a hotel, even more so than being a General Manager. It’s pure service: spontaneous, versatile, and deeply human. When you’re in that position, every guest interaction is an opportunity to be creative, resourceful, and genuinely helpful. I had the privilege of starting my hospitality journey at Hôtel Lutetia in Paris, where I worked alongside an exceptional team of Les Clefs d’Or concierges. Their professionalism and attention to detail made a lasting impression on me. That experience shaped the way I understand hospitality, not as a job, but as an art form. It taught me that, regardless of your title, the essence of this industry lies in making people feel cared for, understood, and at ease.
What are the key differences in managing independent boutique hotels versus international brand properties, and how do you adapt your leadership style for each?
Managing independent boutique hotels and operating international brands are two entirely different games, each with its own set of challenges and opportunities. In a boutique property, you have more creative freedom. You’re building a story from scratch, curating every detail to express a unique identity. It requires agility, instinct, and the ability to make decisions quickly and personally.
With an international brand, you benefit from structure, systems, and brand recognition, but it also demands a high level of alignment and consistency. There’s a greater focus on standards, reporting, and cross-functional collaboration, often across multiple time zones and departments.
As a leader, I adapt by shifting gears. In boutique hotels, I lead more intuitively and entrepreneurially. In branded environments, I emphasize effective communication, strategic planning, and efficient processes. But in both cases, what stays constant is my commitment to people, building strong teams, and fostering a culture of service.
“I didn’t want to manage the hotel from behind a desk—I wanted to live it.” Anders Elortegui
The power of presence
At Villa Soro, you introduced the concept of the ‘hotel manager without an office’. How does this hands-on approach influence hotel operations and guest satisfaction, and how has it evolved in your career?
At Villa Soro, I made a conscious decision to step away from the traditional office setup. I didn’t want to manage the hotel from behind a desk. I wanted to live it. Being present in the lobby, the restaurant, and the housekeeping corridors. That’s where the real pulse of the hotel is. It gave me immediate insight into what was working, what wasn’t, and how guests were truly experiencing the property.
This approach built stronger relationships with both the team and our guests. Staff members felt more supported and heard. Guests felt the presence of someone who genuinely cared. Over the years, I’ve adapted this mindset in every hotel I’ve led. Even in larger or more structured environments, I try to be visible, accessible, and engaged. Technology helps, of course, I can handle many administrative tasks from my phone. But the core idea remains: the best management happens where the service is delivered.
Enhancing efficiency and elevating guest focus
In my experience, the most valuable technologies are those that make our teams more efficient, allowing them to focus entirely on the guest. Most hotels with a certain level of ambition now use similar systems, including PMS, CRM, mobile check-in, messaging platforms, and energy management tools. The difference lies in how you implement them and what you free up as a result.
For me, the goal is clear: automate everything that doesn’t require a human touch. Eliminate unnecessary admin, and give our teams the time, clarity, and energy to serve guests with genuine attention and care. When technology fades into the background and the staff can greet each guest with a smile and full presence, that’s when it’s truly working.
Sustainability by design
The Radisson Collection Hotel in Bilbao earned the highest LEED Platinum certification score worldwide for hotels. What role did technology play in this achievement, and how do you see tech shaping sustainability in hospitality moving forward?
Sustainability is no longer a luxury; it’s a necessity. At Radisson Collection Bilbao, technology played a central role in achieving the highest LEED Platinum score ever awarded. From the design phase, we integrated intelligent energy systems, water-saving solutions, and real-time consumption monitoring. Every material, every system, every supplier was chosen with sustainability in mind, and tech was the thread that connected it all.
Looking ahead, I believe technology will continue to be the driving force behind sustainable hospitality. It allows us to measure, adapt, and improve continuously. But more importantly, it helps us make sustainability visible to guests, who are increasingly mindful of their impact. It’s not just about certifications, it’s about being transparent, responsible, and future-ready.
The art of the launch
What are the key elements for a successful hotel opening, and how can a property ensure a strong market entry? How has technology facilitated smooth launches and efficient operations from the outset?
Opening a hotel is like conducting an orchestra; timing, coordination, and harmony are everything. The critical elements? Building the right team early on, aligning every department with the vision, and obsessing over the guest journey before the doors even open.
Technology plays a key supporting role. From pre-opening project management tools to digital SOPs, task tracking, and team communication platforms, it helps us streamline workflows and avoid costly last-minute surprises. It allows us to train better, test systems, and simulate real scenarios ahead of time.
But more than tools, it’s about mindset. A strong launch occurs when every team member feels a sense of ownership. When systems support, rather than replace, the human touch, and when technology helps us focus on what matters. Creating unforgettable first impressions.
“The best technology is invisible—it empowers the experience without ever stealing the spotlight.” Anders Elortegui
The human-digital dance
How do you balance high-touch service with the growing trend of automation and digitalisation in hotels?
Luxury hospitality, above all, is about feeling genuinely cared for. That will never change. What has changed is how we get there. Automation and digitalisation help us remove friction, gain efficiency, and anticipate needs, but they should never replace empathy or intuition.
The key is to use technology to enhance, not interrupt, the guest experience. If a guest prefers to check in via mobile, great. If another wants a personal welcome and conversation at the front desk, that should be equally possible. Flexibility is the new luxury.
Behind the scenes, automation frees up our teams. It reduces repetitive tasks, giving them time and clarity to focus on what matters most. Making each guest feel special, seen, and at home.
Gastronomy as a cornerstone
How do you see the integration of exceptional dining experiences contributing to a hotel’s overall success, and what strategic role does F&B play in differentiating a property in a competitive market?
High-end gastronomy is not just a service, it’s a narrative tool. It tells guests who you are as a hotel, what you value, and how deeply you’re connected to your region and culture. A great dining experience can be the reason someone chooses your property or why they return.
In my experience, integrating exceptional F&B elevates the entire hotel. It attracts a diverse clientele, drives local engagement, and generates powerful word-of-mouth. At Tayko, working with a Michelin-starred team gave us instant credibility and distinction. At Palacio Arriluce, we’re crafting a culinary experience that aligns with our identity. Elegant, authentic, and deeply rooted in the Basque spirit.
Strategically, F&B is one of the strongest differentiators in a crowded market. It’s where luxury becomes tangible, on the plate, in the service, and in the memory it leaves behind.
Beyond green labels
Beyond green certifications, how do you integrate sustainability into everyday hotel operations and the guest experience?
Sustainability should not be a checkbox, it has to be a mindset embedded in daily decisions, across all departments. Certifications are important, of course, but they’re just the beginning. What really matters is how sustainability is lived and felt by the team and by the guest.
In our operations, we look for long-term efficiency. Sourcing locally, minimizing food waste, reducing single-use plastics, using energy-efficient systems, and choosing partners who share our values. But beyond the technical side, we focus on making it visible and meaningful for guests, without being preachy.
It’s about small, thoughtful touches. Informing guests where their breakfast ingredients come from, offering refillable amenities in elegant packaging, or designing menus around seasonal produce. Sustainability should feel like a natural part of the experience, effortless, elegant, and aligned with modern expectations.
Anticipating tomorrow’s guest
Guest expectations are evolving, particularly due to the impact of digital and mobile technology. How do you ensure your hotels remain at the forefront of delivering exceptional guest experiences?
Today’s guests, especially those in the luxury segment, expect both efficiency and emotion. They want things to work seamlessly, but also to feel special. That’s where digital tools come in: to simplify the journey without making it feel robotic.
We ensure we stay ahead by constantly listening to our guests, our teams, and the market. We pay close attention to feedback, embrace smart solutions that improve communication and anticipation, and avoid tech for tech’s sake.
The goal is always to make the guest feel in control and cared for. Whether it’s through a mobile app for requests, pre-arrival personalization, or post-stay follow-ups. We use digital touchpoints to reinforce the human connection, not replace it. The best technology is invisible, it empowers the experience without ever stealing the spotlight.
Weaving local culture into the hotel fabric
How can hotels showcase local culture in their brand experience, and what strategies are effective in aligning a hotel’s identity with its destination?
To me, a hotel should never feel like it could exist anywhere else. It should be unmistakably rooted in its surroundings. Integrating local culture is not just about decoration or souvenirs; it’s about mindset, storytelling, and emotion.
The most successful strategies I’ve seen are those that go beyond the surface level. We work with local artisans, chefs, and suppliers not just because it’s “on trend,” but because it creates a genuine connection with the place. We train our teams to become cultural ambassadors, sharing not only recommendations but personal stories and context.
At Palacio Arriluce, our goal is to reflect the elegance, strength, and soul of the Basque Country. Whether it’s through architecture, cuisine, language, or service style, we aim to make every guest feel the depth of the destination, not just see it.
Adapting in a changing industry
What key lessons have you learned about leadership and adapting to change? How do you see technology shaping the next generation of hotel management?
If there’s one lesson I keep learning, it’s that leadership is about presence, consistency, and trust. No two teams are the same, no two hotels behave the same way, so adaptability is essential. However, your values must be non-negotiable: respect, transparency, and a deep commitment to service.
Change is constant in this industry. Whether it’s market shifts, guest behavior, or new tools, the best leaders stay curious and calm. I try to lead by listening, sharing, and empowering others, creating environments where people can grow, challenge ideas, and take ownership.
Technology will shape the future, yes, but not by replacing leaders. It will enhance our decision-making, streamline our operations, and give us new ways to understand our guests. But at the heart of great hotel management, there will always be emotional intelligence, empathy, and the ability to bring people together.
Timeless, tech-enhanced luxury
What is your vision for Palacio Arriluce over the next 5-10 years? How will technology, guest expectations, and market trends shape this vision?
My vision for Palacio Arriluce is to establish it as the reference for discreet luxury in the Basque Country. A place where elegance, warmth, and excellence are lived every day. We want guests to feel that sense of being truly looked after, from leisure travellers discovering the region to business guests seeking calm and refinement.
Over the next 5–10 years, guest expectations will continually evolve, with an increased focus on personalization, flexibility, and sustainability awareness. Technology will help us meet those needs, but never at the cost of authenticity. The challenge, and the opportunity, is to evolve while staying true to our soul.
We’re building a hotel with timeless appeal, supported by smart, sustainable operations and a team that genuinely cares. If we do that right, Palacio Arriluce will not only be a beautiful place to stay, but it will also be a meaningful experience that guests carry with them long after they leave.
The enduring essence of hospitality
Ander’s career underscores a vital truth. Technology is a powerful enabler. Yet, the human element remains the heart of true luxury. The emphasis he places on a leader’s presence is crucial. Equally inspiring is his commitment to empowering teams. Above all, his dedication to crafting authentic guest experiences is paramount. These principles provide a timeless roadmap. They guide hoteliers as they seek to navigate the future. This future will feature more advanced technology. However, success will hinge on fostering genuine connections. It will depend on delivering service with empathy and care. Ultimately, this balance defines the pinnacle of the art of hospitality.
