As part of FITUR 2025, BEONx and Hotelverse captured the sector’s attention with their round table entitled “Startups, Innovation and Hospitality: new reality in the consolidation of the sector”. Key figures in the entrepreneurial ecosystem shared their vision of how startups are reshaping the tourism landscape and the investment opportunities emerging in an increasingly competitive sector. The conversation made it clear that innovation, collaboration and agility are essential to meet the challenges of a constantly evolving sector.
Moderated by Ernst Starhemberg, Manager, Entrepreneur Experience at Endeavor, the panel included high-level experts such as Marc Clemente, Partner at KFUND, Jose María Navarro, Partner at Buenavista Ventures, Guillermo Palacios, Head of Communications at Enisa, Roger Salvat, SVP Business Development at CaixaBank DayOne and Sergio Pérez, Managing Director at Sabadell Venture Capital.
Spain as a hotel-evolution technology hub.
El debate se centró en el impacto y la evolución de las startups en un sector que sigue consolidándose como uno de los motores económicos de España. Según las proyecciones para 2025, se espera que el país alcance la cifra récord de 100 millones de turistas, lo que subraya la necesidad de innovación constante para mantenerse competitivo.
During the roundtable, it was highlighted that the value proposition of the Spanish hotel sector is not only solid, but also a world leader. However, the experts pointed out that much of the innovation driven by startups is focused on internal processes and technologies of back-end, while there is still great potential to be explored in customer experience and end-user facing operations.
The consensus among the panelists was clear: Spain has the potential to consolidate itself as a technology hub in the hospitality industry, but certain barriers need to be overcome.
“Large corporations find it difficult to collaborate with startups. If we can encourage this relationship from a more inclusive approach, we can reduce fear and foster strategic alliances,” said Sergio Perez of Sabadell Venture Capital.
Roger Salvat of CaixaBank stressed the importance of building a collaborative space: “It is essential to create a sandbox where the public sector, the private sector and entrepreneurs work together to enrich the ecosystem and foster innovation.”
Three pillars for the future of the industry
The panel agreed on three key areas that startups should focus on to transform the hospitality industry:
- Digitalization: Adopt technologies that optimize processes and improve operational efficiency.
- Sustainability: Developing environmentally friendly solutions that, in turn, increase profitability.
- Customer Experience:Create solutions that personalize and enhance the guest experience.
Jose María Navarro, of Buenavista Ventures, remarked, “Investors are looking for disruptive startups, capable of solving real problems and generating tangible revenue impact.”
A promising future for the startup ecosystem
Spain is emerging as a strategic location for the development of startups in the hotel sector, thanks to its ecosystem of talent, innovation and a tourism market in constant growth.
The successful roundtable organized by BEONx and Hotelverse at FITUR 2025 reaffirms that collaboration between startups, investors and large corporations is key to shaping the future of the tourism industry, which continues to consolidate itself as one of the country’s most important economic engines.
