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This year, our CEO Jaime Sastre and Patricia Rosellós, CEO of Roibos, had the privilege of participating in TourisTalk 4, an insightful event organized by KPMG.
Tourism is undergoing a major transformation, with data management becoming the backbone of digital innovation across the industry. Companies are using technology to personalize their offerings and improve operational efficiency, making them more competitive. At the heart of this shift is the ability to manage data effectively, which is seen as key to determining the industry leaders of the future.
During the KPMG TourisTalk 4 event, Jaime emphasized the significant change in how new technologies are being adopted in tourism. According to Jaime, “Now, the innovation in the tourism industry doesn’t come from the traditional players, but from technology companies that detect a need, have the idea, and develop it.”
Patricia highlighted the importance of continuous training in helping teams adapt to new technologies. She stated, “Any innovation requires complete commitment from company leaders and teams, along with continuous training to ensure the integration of technology is sustainable and scalable.” Patricia also addressed the challenges of data regulation, pointing out that while data is essential for understanding customer needs, it’s crucial to strike a balance. She noted, “Opportunities will arise from finding the right balance between using data to know users and ensuring it’s not invasive in their lives.”
The event also explored how AI, machine learning, and real-time data are enhancing decision-making and enabling companies to offer more personalized services. These technologies allow businesses to better predict customer demands and improve overall customer experiences.
In conclusion, as Luis Buzzi, Partner at KPMG Spain, pointed out, “Although there seems to be no apparent limit to technology in tourism, we must be aware that while innovation drives transformation, it is data that fuels the process.” The focus on collaboration and data-sharing ecosystems is becoming critical for improving customer satisfaction and driving further growth in the industry.
For those interested in further insights from the event, you can listen to the podcast produced by KPMG here and read KPMG’s article on the topic here.
