In the debate, participants shared their opinions and experiences on aspects such as how to approach the final public, the traveler, from planning and contracting a trip to the return home, passing the enjoyment of it.

Digitalization, on the other hand, has monopolized part of the discussion as it is a necessary investment for growth. In this line, the round table analyzed the challenges and the best ways for tourism companies to bet on a digitalization that helps them when analyzing and interpreting data to implement possible improvements.

In terms of technology, both representatives of digital companies such as Cloudbeds and We Travel Hub, have commented on how to digitize a process without overwhelming the team and also to adapt to customers and be profitable.

In this sense, the words of Victor Tofan, from Cloudbeds, stand out, stating that "digitization in the hotel industry is not only a necessary evolution, but also a very exciting opportunity to improve efficiency and provide unique and unforgettable experiences to our guests". As well as the approach of Arturo Sanz, from We Travel Hub, in assuring that "digitalization is synonymous with profitability through a more efficient allocation of resources. You have to be ambitious and dream, but be realistic in the implementation or execution of the digitization plan in the company".

User experience

Regarding the user experience, the conversation focused on the traveler's experience and when the traveler appreciates the fact that tourism companies are digitized.

For his part, Jesús Bonilla, from Hotel CoolRooms Palacio de Atocha, points out that "the human factor is fundamental for us, both in the search for talent and in their training in all areas, including digitization, so that the economic and human investment guarantees a satisfactory customer experience throughout their stay".

While Teresa Zou, from Westrip, highlights that "digital transformation is a complementary and effective tool when it comes to customizing the design of itineraries that include extra aspects such as restaurant or hotel recommendations, and with accurate budgets, but a tourism business model cannot be based solely on data since communication is between people".

In closing, Eider Bueno pointed out that "the new luxury tourist is no longer only measured by his purchasing power, but also by his search for unique, carefully tailored and personalized experiences, being willing to pay for the high value they have. And, of course, technology and digitalization are a great tool as long as they are combined with a properly trained and informed human team".