Fernando Gallardo, secretary of the Hotel Alliance — an organization representing 22 hotel chains and ranking fifth in Spain’s tourism sector — identifies five key vectors for the future of the tourism industry. According to Gallardo, these trends are not mere riddles or vague predictions about an uncertain future; rather, they are ‘evolutionary vectors’ based on social, economic, cultural, and technological patterns.

Leaving crystal balls aside, Gallardo highlights five trends that, according to his analysis, will significantly impact the hotel industry in 2025. These factors not only present challenges, but also great opportunities to connect with travelers and adapt to their demands.

Hyper-Personalization: The Guest at the Center
Travelers are more connected and informed than ever, raising their expectations for personalized services. To meet these demands, hotels must adapt and implement technologies that allow them to know their guests better and anticipate their preferences even before arrival.

Among these innovations are mobile check-ins, like those already standardized in the air transport industry, smart systems capable of remembering and adjusting customers’ preferences in rooms and common areas, personalized experiential offerings, and automated processes designed to create a ‘wow factor’ without necessarily being associated with luxury.

In this new landscape, personalization becomes a key tool to foster loyalty among travelers.

From Experience to Passion: More Emotional Tourism
Social media is transforming the “experiential moment” into a “passionate moment,” marked by niche preferences such as culinary tourism, wine tours, wellness retreats, apparent adventures, or simply strolling through appealing cities.

This is not about segmenting into specific niches but creating offerings that connect with the diverse forms of travel. Today’s traveler is multi-modal: they may travel alone one day and with family the next; seek local gastronomy today and an exotic destination tomorrow, yet they remain the same customer with changing expectations.

While it was thought that international tourism surged in response to the pandemic (revenge travel), it appears that technological advancements are facilitating access to destinations in all forms of travel. This drives growth, particularly from emerging regions like Asia, which will bring a wave of new travelers.

Spain must prepare not only to welcome 100 million tourists, but possibly up to 150 million in the near future. The love for travel will continue to grow, surpassing rational or regulatory limitations.

Applied Artificial Intelligence: Efficiency and Satisfaction
Artificial intelligence is revolutionizing hotel management, introducing unprecedented job roles and tools that enhance personalization and efficiency. While the Singularity (a higher intelligence than human) is expected around 2040, generative AI is already transforming the sector.

Tools like ChatGPT, Google Gemini, or Microsoft Copilot enable the design of hyper-personalized experiences and bold marketing strategies, while chatbots manage inquiries and bookings 24/7. Additionally, automated check-in and check-out systems streamline processes, and AI-driven RMS optimize prices in real-time and forecast occupancy trends.

These technologies not only improve operations, but also free staff to interact more meaningfully with guests, enhancing the overall experience. AI is solidifying its role as key to increasing profitability and satisfaction in the hotel industry.

Maximizing Revenue: A More Profitable Approach
The implementation of artificial intelligence in RMS (Revenue Management Systems) is transforming hotel strategy, prioritizing more profitable rates over lower prices. This approach, led by programs developed by BEONx and the Hotel Alliance, has doubled the revenue from direct channels compared to OTAs, thanks to advanced optimization tools and dynamic pricing.

Hotel websites have evolved from simple showrooms to booking engines with enhanced interfaces, increasing traveler trust and fostering more ambitious loyalty programs. However, OTAs, especially Booking.com, continue to play a crucial role and will consolidate as the world’s highest-capitalized company in 2024. Despite competition and tensions with hoteliers, their new AI-based tool will be key for many operators in 2025.

Wellness as a Priority: Beyond Sustainability
Wellness has become a priority for travelers, and hotels are expanding their offerings beyond traditional spas. This includes healthy, personalized menus with local ingredients, facilities that promote rest, relaxation therapies, mindfulness, and activities like hiking or yoga at sunrise. Mental health is shaping the travel experience, inspired by Asian references such as Amanresorts or Six Senses.

Simultaneously, sustainability has evolved from being a conservation ideal to a driver of economic efficiency. Hotels are adopting solar panels, geothermal energy, and recycling programs while minimizing single-use plastics wherever possible. Collaboration with local suppliers and reducing carbon footprints are also encouraged, including options like electric vehicles for guests.

Indeed, we foresee a future increase in hotels whose executives strive to sign collaborations with local suppliers and agencies that help reduce their own operational carbon footprint, as well as facilitating the recharging of electric vehicles transporting their guests.

Gallardo concludes that these trends are not isolated phenomena but logical responses to a changing environment. “The hotel industry must interpret these vectors as guidelines for innovation that, if properly applied, will generate growth and strengthen relationships with future travelers.”