BEONx strengthens its position as a benchmark in hotel innovation at FITUR 2026, reinforcing the role of technology as an essential tool for leading the future of the industry.

At the fourth edition of Hotel Trends Arena, a series of talks among hoteliers held at BEONx’s own stand, the company brought together more than 45 executives and industry leaders across several panel discussions focused on sector transformation, artificial intelligence, technology, and leadership. The initiative attracted over 1,200 visitors during the three days of the fair, further consolidating BEONx as a benchmark in hotel technology.

Leadership and the future of the hotel industry

The sessions opened by addressing the topic of leadership in the hotel industry. In a panel moderated by Manolo Molina, Director of Hosteltur, Kike Sarasola, Founder and Chairman of Room Mate Hotels, highlighted that leadership has evolved towards a more participative model, focused on customer experience and placing greater emphasis on caring for internal teams. In this context, José Rodríguez, CEO of Sercotel, pointed out that it will be non-digital natives who need to adapt in order to bridge the intergenerational gap— a challenge also acknowledged by Beatriz de Miguel, Managing Director of Ilunion Hotels, and Andrés Fajardo, CEO of GHL Group.

In a one-to-one conversation between Alfonso Castellano, Brand Ambassador and investor at BEONx, and Raúl González, CEO EMEA of Barceló, the discussion focused on the challenge facing the sector as global travel capacity expands, with new emerging countries becoming major source markets. González warned that in Spain it will no longer be possible to sustain double-digit growth year after year, although figures remain positive. Artificial intelligence, he explained, will bring more leisure time, higher productivity, and greater purchasing power.

AI and Revenue Management as a growth driver

The panel on conversational selling, led by Javier Pérez-Llanera, CEO of Fideltour, explored how AI is transforming the purchasing process. The discussion featured Diego Fernández, CEO of Port Hotels; Reyes Mañeru, Chief Business Growth Officer at Petit Palace; Sergio Zertuche, Chief Sales & Marketing Officer at Palladium; and Amaya Lacambra, Commercial Director at Vincci Hotels.

All participants highlighted the need to be prepared to respond to user queries through LLMs and noted that AI’s greatest impact will occur during the traveller’s inspiration phase. They also agreed on the uncertainty surrounding Google’s role in distribution and the concerns around the transactional component.

In this regard, Mañeru emphasized the importance of working with a single, structured source of information that is accessible to LLMs, as well as ensuring true content omnichannelity. It was also highlighted that OTAs will continue to play a key role due to their ability to invest in and adapt to technology, and that call centers must now more than ever invest in AI in order to remain profitable.

In the second debate on revenue management, Pol Payet, Business Development at Comercia Global Payments at CaixaBank, highlighted the challenges of increasing sales in a context shaped by technology, AI, and growing demand. The panel featured Marta Oñate, co-founder of Kaimo; Pablo Torres, consultant at Global Revenue Forum; Fernando Gallardo, Director of Alianza Hotelera; and Juan Sánchez, Director of Operations at Caro Hotel, who discussed how technology and AI are redefining revenue management and decision-making.

There was also space to address more technical aspects of technology. Rodrigo Martínez, Director of The Borin Guest, moderated the discussion, highlighting digitalisation as a key tool to improve operational efficiency in large properties and enhance the guest experience. Luis Miguel Martín, CIO of Sercotel; Juan Manuel Guash, Corporate Services & Commercial Systems Director at Palladium Hotel Group; Enrique Domínguez, CEO of GaiaRooms; and Miguel Reynés, CIO of RIU Hotels shared their views on how technology should act as a strategic enabler for the hotel industry, agreeing that it must adapt to market maturity, customer habits, and the legal framework of each territory.

Internationalisation and business beyond rooms

Internationalisation is one of the most significant challenges facing Spanish hotel chains. In the panel moderated by Antonia Aguiló, Account Director at Belvera Partners, the discussion focused on key industry challenges, including the difficulty of finding qualified talent in certain countries. Gonzalo Armenteros, CEO of Soho Hotels; Carles Saniger, Global Digital Business & Revenue Director at Barceló Hotels & Resorts; Juan Carlos San Juan, CEO of Casual Hoteles; and Francisco Fernández, CEO of Canarian Hospitality, all agreed that talent is the main challenge when expanding into new markets. In addition, Armenteros highlighted the importance of having strong financial backing to enter new markets, while Fernández stressed the need for a well-structured yet flexible plan before expanding internationally.

On the second day of FITUR, marked by the visit of the King and Queen of Spain, BEONx shifted the focus to the hotel business with a panel led by Juan Daniel Núñez, CEO of Smart Travel News. The session featured Íñigo Onieva, Chief Digital Business Officer at Barceló Hotels & Resorts; Marc Rahola, CEO of OD Hotel Group; and Antonio López de Ávila, Director of Innovation at UN Tourism, who analysed the present and future of the sector from the perspective of innovation and digital strategy, highlighting the importance of in-hotel experiences as a key differentiating factor.

Antonio López de Ávila highlighted that “made in Spain” technology, such as that developed by BEONx, is making a significant contribution to driving innovation in the sector and stands on a par with major international players. For his part, Íñigo Onieva underscored the consolidation of Hotel Trends Arena as a benchmark space at FITUR for technical and strategic debate on the main challenges facing the hotel industry.

Traveller trends and travel experiences

The final two panels, sponsored by Siteminder and Turneo, presented insights into the 2026 traveller profile and emerging trends in travel experiences. In the Siteminder session, Clara Bayona Morales, Director of Member Communications EMEA at Marriott; Elisa Pelayo, Marketing Director at Kora Living; Javier Serrano, Director of Development Spain & Portugal at BHW Hotels; and Alejandro Lazcano, VP of Direct Sales and Web at Palladium Hotel Group, analysed what the 2026 traveller will be like and the factors that will influence their purchasing decisions. Meanwhile, in the session led by Turneo, Urko Puga, Director for Spain and Portugal, explored trends in travel experiences alongside Sara Sánchez, CEO of Rusticae; Óscar Palacios, Chief Business Development Officer at Canarian Hospitality; and Lydia Pérez, CMO of Cool Rooms.

FITUR 2026: the travel tech edition

FITUR 2026 closed with figures that underscore the strength of tourism and the fair’s role as a key driver of economic impact and innovation: over 255,000 visitors, 10,000 companies, and an economic impact of €487 million in Madrid. In the newly launched Knowledge Pavilion, more than 190 Travel Technology companies came together in an exclusive B2B space, further consolidating FITUR as the industry’s leading meeting point.

In this edition, BEONx reaffirmed its commitment to the future of the hotel industry, promoting a vision in which technology, artificial intelligence, and revenue management are integrated to maximise hotel profitability and competitiveness.