We took part in the ITH The Hotel Data Breakfast & Coffee Tour 2026, organized by FEHM and ITH at Aubamar Palma Resort, where Rafael de Jorge analysed the evolution of artificial intelligence and its applications for the hotel industry looking ahead to 2027.
This October we took part in ITH The Hotel Data Breakfast & Coffee Tour 2026, the event organized by the Mallorca Hotel Business Federation (FEHM) and the Hotel Technology Institute (ITH) at Aubamar Palma Resort, which brought together more than 100 hotel industry professionals.
The event started from an idea we fully share: after years of transforming the hotel building stock, the next competitive leap lies in intelligent data management and artificial intelligence.
Our talk: the AI that is coming
Rafael de Jorge, founder of Growtur, delivered the session dedicated to artificial intelligence, reviewing its recent evolution and, above all, the concrete applications opening up for the hotel industry looking ahead to 2027.
The core message: AI is no longer a future promise but a present-day management tool. The hotels that start working with it in an orderly way — with strategy, well-governed data and trained teams — will be the ones turning investment into results.
The session covered real applications across virtually the entire hotel operation:
- Bookings and sales: upselling, pricing and offer personalisation.
- Guest experience: AI-assisted customer service and stay personalisation.
- Internal operations: process digitalisation, cross-department coordination and reducing repetitive tasks.
The goal is not to replace people, but to free their time for what adds value to the guest. As FEHM's executive vice-president María José Aguiló summed up: "Technology doesn't replace hospitality, but it can help us deliver it better."
An event looking to the future
The event also welcomed more than 50 students from the Escola d'Hoteleria de les Illes Balears, a sign that the industry is already preparing the next generation of professionals to combine technology and hospitality.
Our clear takeaway from Mallorca: the debate is no longer whether AI enters hotel management, but how to do it well. And that is where we work every day at Growtur: strategy, training and support so that tourism organisations adopt AI with judgement and security.
Our thanks to the FEHM and the ITH for the invitation and for organising such a necessary event, and to all participants for their interest and the conversations that followed.
You can read the full event coverage in Mallorca Diario (in Spanish).
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