Maarlab, leader of the techYdestination forum for the third consecutive year, has again held an edition whose protagonists were technological innovation, commercial autonomy and tourist destinations.
The forum techYdestination, cror technology Fitur
Opening the new Pavilion 12 and during the 3 days that the forum lasted, Maarlab, together with the Hotel Technology Institute, they held a programme of new features with first-level speakers.
Two discussion tables that led to the business and marketing directors of reference hotel chains in our country.
Both tables, moderated by the CEO of Maarlab, Raúl Dominguezthey raised the opportunity that is opened to hotel chains with a high level of commercial autonomy and digital competitiveness for the sustainable development of the destinations where they are located.
Two tables, same innovative vision
The first discussion table involved large national chains focusing on the Balearic Islands. David González, Commercial Director of Fergus Hotels, made it clear that »We need partners that bring value to the hotel and destination», a reflection that was supported by Helena Guitart, Director of Hipotells Marketingwho stressed that »in an increasingly digital context, the brand is what allows us to differentiate from the great».
On his side, Antonio Balaguer Montaner, Director of Marketing, MarSenses, he closed the intervention by saying that »When we talk about commercial autonomy, you always depend on partners, so the key is to find a healthy mix of distribution».
On the other hand, the second table was focused on the fate of Tenerife and in it took part in 3 hotel chains that represent the 7% of South Tenerife bedsthe main subdestination of the island, which received 4 million passengers in 2025.
The 3 hoteliers, Maarlab customers and hotel + Flight prescribers put forward how this solution is key to increasing direct sales and commercially empowering the hotel, at the same time as the destination.
So, Francisco Quintero, Marketing Director, Landmar Hotels, he stressed that »the confidence of the traveller has been the differentiating pillar that has brought us the Hotel + Flight». Bruno Bedda, Director of Brand of Hovima Hotels, shared that »the Hotel + Flight changes the rules of the game and allows you to play in other leagues by competing with TT.Oos and OTAs». Miguel Villarroya Adell, CEO of Spring Hotels Groupstressed the importance of »connect with the customer at home by controlling all your travel thanks to the Hotel + Flight», stressing that this allows them to act as ambassadors of destiny.
The IA, the protagonist of the forum
As it cannot be otherwise, there was a lot of room to talk about artificial intelligence and its penetration into tourism.
Without a doubt, the most interesting moment was when the divulger and expert in IA, Pau Garcia-Mil à, gave a presentation dealing with the responsible use of the IA in tourism.
For the first time, the forum was attended by an expert on the subject who brought great ideas in the use of this technology to all who enjoyed the almost 60 minutes of Pau's intervention.
