BEONx, a leading provider of revenue management solutions for hotels, and Hotelverse, a digital twin platform for hotels, kicked off their participation in FITUR 2025 with a roundtable discussion that brought together some of the most influential figures in the Spanish hospitality industry.

At their stand, which attracted more than 40 industry professionals during the first two days of the fair, both companies hosted the talk titled “A New Reality in Sector Consolidation.” The discussion explored the main challenges and opportunities facing the hospitality industry today.

The roundtable, moderated by María Frontera, featured renowned industry figures such as Diego Calvo, CEO of Concept Hotel Group; Kike Sarasola, President of Room Mate Hotels; Aurelio Vázquez, CEO of SUMMUM Hotel Group; Marc Rahola, CEO of OD Hotels; and Bernat Vicens, CEO of FERGUS Hotels.

Key topics included brand expansion, customer experience, sustainability, and innovation, all identified as fundamental drivers for tourism deseasonalization and sustained growth in the hospitality sector.

Innovation as a Driver of Change

One of the central themes of the discussion was the need to differentiate in an increasingly competitive market. Diego Calvo, CEO of Concept Hotel Group, emphasized the importance of “being different and ensuring guests have a great time,” highlighting that offering unique experiences is key to success.

Marc Rahola, CEO of OD Hotels, introduced the “Neighborhood” concept, a strategy that integrates local products into the hotel offering. “For me, the new reality is the ability to digest, understand, apply, and start over,” said Rahola. “This model not only enhances the guest experience but also strengthens local economies.”

Amid this push for differentiation, panelists agreed on the value of technology. From personalized distribution and revenue management platforms to artificial intelligence, digital tools are driving sustainability and improving hotel efficiency.

“We have all the technology and AI tools we need, but we are still the last to take advantage of them. If we want to lead, we must take inspiration from innovative destinations like Saudi Arabia, which are setting the standard in tourism transformation,” added Kike Sarasola.

Aurelio Vázquez also stressed the importance of defending the industry: “We must invest in our offerings to change demand, a process that must be led by the private sector.”

Optimism for the Future of Tourism

The event concluded on a positive note regarding the sector’s growth. Participants highlighted that a combination of innovation, sustainability, and a customer-centric approach places tourism in a strong position to tackle future challenges.

For Aurelio Vázquez, tourism is in an excellent moment: “There will be enough for everyone—we will coexist, large and small, because there is room for all. It’s a great opportunity to grow the business with a focus on quality.”

Meanwhile, Bernat Vicens emphasized sustainability, particularly its social aspect. “The challenge is not just to grow, but to do so responsibly, contributing to sustainable growth and strengthening our identity as an industry,” Vicens stated.

With their participation in FITUR 2025, BEONx and Hotelverse reaffirm their commitment to advancing the sector and promoting digital solutions that drive transformation in the hospitality industry.