BEONx and Hotelverse address a key issue in the hotel sector at FITUR

BEONx and Hotelverse brought together at its stand at FITUR 2025 a panel discussion that generated intense debate among attendees. The event brought together leading CIOs and CTOs from the hotel sector, who shared their perspectives on the impact of artificial intelligence (AI).

Moderated by Jaume Montserrat, president of TURISTEC, the round table was attended by key figures in the sector: Miguel Reynés, CIO of the RIU chain, Mateo Ramón, CTO of the Piñeiro Group, Marcel Alet, CIO of Palladium, Joan Barceló, CIO of W2M.

AI and its impact on the hotel industry

Since the 1990s, technological evolution has marked a before and after in the hospitality industry. However, according to experts, it is crucial to understand how and when to adopt new technologies such as AI. In the words of the participants,

In this regard, conversational AI, improved customer experience and operational efficiency were identified as key areas where technology can have a significant impact. Each hotel chain is strategically implementing AI in the departments it considers most relevant, with the aim of becoming more efficient, profitable and sustainable over time.

Is AI just “hype”?

“La IA no es una moda pasajera, es una tendencia que ha llegado para quedarse”, destacó Marcel Alet de Palladium. Sin embargo, también subrayó la velocidad vertiginosa con la que avanza la tecnología, afirmando que: “Los equipos de IT debemos mantenernos constantemente actualizados, ya que las decisiones que tomamos hoy podrían necesitar revisarse mañana, siempre en alineación con las áreas de negocio”.

Además, todos los panelistas coincidieron en que la tecnología, por sí sola, no basta. Su implementación debe ir acompañada de procesos de adopción y de The capatraining of the teams.

Miguel Reynés added: “Everyone wants AI, they think they need it, but they don’t know which one or what for. We think AI solves everything.”

AI and talent management

Regarding talent management, it was highlighted that AI has the potential to empower professional profiles and reduce the gap in less qualified positions. However, different points of view emerged. For Joan Barceló, AI should focus on facilitating people’s tasks and enhancing their talent, but never replace them.

In this sense, Joan Barceló agreed: “What does the traveler want? He doesn’t want an AI, he wants a unique experience”.“The tourism industry is, by nature, a people industry. The human touch can never be replaced,” reflected RIU’s Miguel Reynés.

In this sense, Joan Barceló agreed: “What does the traveler want? He doesn’t want an AI, he wants a unique experience”.

For all the participants in the debate, putting the customer at the center of the strategy is essential for the survival of the hotel sector and AI can be a key tool to improve the customer experience. According to Mateo Ramón, it is vital that hotel companies learn to integrate AI in-house, while maintaining the essence of their brand.