Sure! Here’s the translation into American English:
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The ITH Innovation Summit 2025, recently held in Madrid, brought together over 400 professionals from the tourism sector, who discussed the key points and trends that will shape a more humane future for the industry. Fede Fuster, the incoming president of the Hotel Technology Institute (ITH), emphasized the institution’s commitment to transforming toward a model that prioritizes both intelligence and responsibility, focusing on sustainability and the implementation of personalized technological solutions for each hotel.
Among the topics discussed, the relevance of artificial intelligence (AI) in tourism stood out. Industry experts debated how data analysis can optimize services and enhance the customer experience. In this context, a debate was held by the “ITH Robotics Club,” where the influence of robotics and automation on hotel operations was explored. Participants agreed on the importance of first identifying existing processes and then selecting the most appropriate technology.
A standout example presented was AI Marvin, a tool that generates customized reports for hotels. José Muñoz, Robotics Manager at Muzybar Computer, cautioned against forgetting the human value in the sector, highlighting that “not all robots are suitable for every client.” Meanwhile, Sergio Escudero, CEO of Intec Robots, along with Pablo Díez, CTO of Uground, emphasized that robotics should be seen as a complement that increases efficiency without eliminating jobs.
Additionally, synergies between AI, online travel agencies (OTAs), and direct sales were discussed. Juan Carlos López, general director of Soho Boutique Hotels, advocated for a strategic approach before integrating AI into hotel operations. Javier Delgado Muerza, CEO of Mirai, urged others to overcome their fear of artificial intelligence, while Cristina Perea from HBX Group called for structured training in this area.
The impact of hotels on local communities and the importance of sustainability were also central themes at the event, where it was highlighted that diversity should be viewed as an asset, not an obligation. Jorge Marichal, president of CEHAT, reminded attendees that hotels must continue to be essential components of their communities.
The event concluded with a clear message of commitment to innovation and sustainability. Fuster and his predecessor, Javier García Cuenca, valued the meetings as fundamental to strengthening the sector’s competitiveness. Héctor Coronel, director of Tourism for the City of Madrid, stressed that innovation is crucial for the future of tourism. Throughout the day, practical workshops were held, and successful case studies were presented, reaffirming the notion that technology must always be accompanied by a human approach.
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Source: MiMub in Spanish