The third edition of the Hotel Sector Forum, organized by Prensa Ibérica, EL PERIÓDICO, El Periódico de España, and ‘activos’, brought together prominent professionals to analyze the current and future situation of the sector. The event, under the theme ‘The Golden Age of the Hotel Sector: Transformation and New Perspectives’, focused on the need to boost profitability, accelerate digital transformation, and adapt to new business models.
A representative from the Spanish Confederation of Hotels and Tourist Accommodations (CEHAT) conveyed an optimistic message, highlighting the sector's resilience in the face of past crises and positive outlooks for the summer. However, they warned about internal structural problems affecting margins, such as absenteeism, labor shortages, and the difficulty of accessing affordable housing for workers in key tourist destinations.
“"If action is not taken on this issue, the sector could see its “social license to operate” compromised in some territories."
Meanwhile, a managing partner from The Hotel Factory emphasized that hotel renovations must go beyond modernization, aiming for a comprehensive profitability strategy. They explained that many recent renovations have served to rethink distribution, boost direct sales, and redefine the value proposition, supported by European funds, especially in small and medium-sized businesses.
From a technological perspective, an executive from LG Electronics Spain stressed the importance of implementing advanced solutions with agility and tailored to each establishment's specific needs. They highlighted energy efficiency, equipment usability, and service personalization as key elements to enhance the guest experience, who has become the ultimate client influencing the hotel's reputation.
The discussion also addressed the impact of new accommodation models, such as 'flex living', and the risk of them competing under different conditions than traditional lodging, affecting the sector's image and housing access. Despite varying approaches, the speakers agreed that the Spanish hotel sector, while mature and excellent, needs to continue advancing in productivity, transformation, and efficiency to maintain its leadership.
