AI, Data Segmentation Take Center Stage at ITH Innovation Summit 2025
On the first day of the ITH Innovation Summit 2025 in Madrid, more than 30 industry experts and over 150 professionals gathered to explore how artificial intelligence (AI), data segmentation, and personalization will define the future of tourism. The event covered key topics such as hotel digitalization, luxury tourism, and customer experience, all emphasizing that technology is no longer optional—it's essential.
At the opening ceremony, Javier García Cuenca, president of the Hotel Technology Institute (ITH), highlighted the summit’s role as a hub for knowledge-sharing and collaboration, crucial to boosting competitiveness in tourism. Luis Martín Izquierdo, Deputy Minister of Tourism for Madrid, stressed the importance of advancing value propositions through technology, while Jorge Marichal, president of CEHAT, emphasized that public-private partnerships are necessary to achieve meaningful innovation.
One of the central panels, “The Hotel of the Future,” focused on how data can enhance guest experiences. Experts like Olivia Estrella from Invat tur and Erik Burghard from Paradores emphasized the importance of secure data sharing, inter-municipal cooperation, and guest safety. Meanwhile, Dafna Martín of Adyen stressed the need for emotional and frictionless technologies, pointing out that conversion and user satisfaction remain critical business goals.
The debate “I Don’t Want AI and Big Data to Decide Where I Sleep” raised concerns about over-reliance on automation. Participants agreed that while AI can enhance decision-making, it must serve a well-defined human-centered strategy. Luis González of Deloitte called for real-time monitoring and acknowledged the industry's lack of specialized talent, while Pedro Molleda and Fede Fuster expressed concerns about regulatory constraints that can hinder innovation.
In the panel “Hotel Marketing and AI: From Ads to Emotion,” leaders discussed how AI transforms every touchpoint in the hotel marketing funnel. Jorge Núñez from AdQuiver stressed the strategic value of proprietary data, while Google’s Lorena Nieto emphasized building a genuine connection between brand and guest, making the buying process feel natural and effortless.
Closing the day, the discussion on “Silent Luxury” examined how sustainability, safety, and heritage have redefined what luxury means. Executives like Lucía Toro and Roberto García argued that luxury today lies in intangibles, such as emotional fulfillment, local culture, and clean, safe environments. Complementary success stories from companies like Iberostar, Artiem, and AR Hotels demonstrated how open innovation and AI are already transforming hotel operations, enhancing well-being, and driving guest loyalty.
As the tourism industry enters a new digital era, the summit made clear that the convergence of AI, data, and personalization will be the foundation for sustainable growth, emotional engagement, and strategic differentiation in the years ahead.
