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Fernando Vives

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  • 3 min

AI in Hospitality: From Thinking to Doing

💻 In 2026, during FITUR week in Madrid, Google’s Travel event underscored speed and personalization as strategic advantages in AI’s role in hospitality. Leaders emphasized moving from “thinking” to “doing.” AI is not a tool or department but an enabler across operations, improving forecasting, pricing, and marketing efficiency. Despite AI’s potential, broken systems, misaligned teams, and volume thinking remain challenges. By 2030, success lies in intentional execution, not loud AI advocacy.
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The Commercial Engine Hotels Need to Win in 2026

📈 Today, the hospitality industry faces fragmented demand, expensive acquisition, and the need for personalization. Traditional departmental silos are outdated. A shift to a unified, revenue-centric approach is essential. Collaboration, data, and strategy integration are key. This transition, led by figures like Fernando Vives, aims for faster decisions, consistent messaging, and better customer segmentation. Companies must adapt strategically to counter rising Customer Acquisition Cost (CAC) and slower RevPAR growth.
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  • 4 min

Hyper-Personalization in Hospitality: Scaling Meaningful Experiences

📝 "Hyperpersonalization" is highlighted as the future of hospitality, focusing on tailored experiences from brand interaction to checkout. Fernando Vives discussed hyperpersonalization at the HBX Market Hub in Macao and Algarve, and in an interview with Hosteltur, emphasizing its transition from a luxury to a commercial necessity. With AI, the hospitality industry can predict guest preferences, recommend upsells, and adjust offers in real-time. Attribute-Based Selling enhances conversion rates, revenue per booking, and differentiation from OTAs. Personalization impacts the entire guest journey from inspiration to post-stay, leveraging AI for scalable intimacy. Fernando Vives, with a background in leading Minor Hotel Europe and Americas' commercial discipline, oversees over 2,000 staff across 30 countries and a turnover of $3 billion USD.
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  • 4 min

💳 Payments: The Untapped Opportunity to Boost Conversion and Guest Satisfaction in Hospitality

💳 Payments in hospitality are transformative, impacting conversions, loyalty, and revenue. They've evolved beyond transactional to strategic, influencing guest experiences and impacting the industry's future. Mobile wallets, local payment options, and digital wallets are becoming mainstream. Buy Now, Pay Later (BNPL) options, currency localization, and frictionless check-ins are reshaping guest expectations. Payment strategies should align with market segmentation and leverage data to enhance pricing and upselling tactics. Embracing new payment trends can lead to higher conversion rates, increased revenue, and guest loyalty. Fernando Vives, an industry expert, underscores the significance of payments in hospitality's evolving landscape.
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