“Between algorithms and agreements” was the title of the roundtable in which Paula Servera represented Dingus during the Calviá Destino Revenue forum, held in the Mallorcan municipality of the same name. Moderated by Víctor Sánchez (Hotetec) and joined by Juan Carlos Miralles (THB Hotels), Antonio Balaguer (MarSenses Hotels & Homes), and José Luis Túnez from Viajes Olympia, our SVP Strategy & Growth contributed Dingus’ experience and perspective to the discussion.
AI vs. revenue
Topics included the possibility that within just five years, most decisions (up to 80% according to some sources) regarding hotel revenue could be made by artificial intelligence. On this point, Servera commented: “even though it’s people who train the algorithms, yes, in day-to-day operations it would be feasible for a machine to make decisions. This is something that, for example, is already largely done automatically in airline companies.”
Too many tech tools?
Regarding the moderator’s suggestion that hoteliers are overwhelmed by the constant emergence of new tools, Dingus’ Strategy & Growth department argued:
“Technology adoption requires resources at the beginning, so it’s important to be clear about where to allocate them—financial and, above all, human. With so much technology available, proposals must be carefully analyzed and only those that truly add value should be chosen.”
Deciding with data or intuition
Faced with this dilemma raised during the debate, Paula Servera reminded attendees that the revenue position in a hotel “is highly sought after, not only because these professionals rely on data, but because a great deal of knowledge and experience is needed to interpret that data. Decisions must be based on data, especially when they need to be justified later, but interpreted through a combination of knowledge and intuition, whether inherent or acquired.”
Commercial and marketing alignment
From Dingus’ perspective, and in response to what happens when marketing and commercial departments are not aligned in a hotel to implement our distribution platform, it was stated: “we ask not only for two departments to be aligned, but for all departments to be aligned, and to clearly understand the goal of implementing the tool with enthusiasm and good time management.”
The event brought together more than 180 professionals and featured remarks from Calviá’s mayor, Juan Antonio Amengual, who emphasized “the direct link between the success of any revenue management strategy and a quality, safe, and sustainable destination.” Meanwhile, Deputy Mayor and Head of Tourism Elisa Monserrat advocated for a message “to promote harmony between tourists and residents, and thus moderate anti-tourism sentiments.”
In addition to Paula Servera, Dingus was also represented at the forum by Agustina Salord (Managing Director) and Rodrigo Hernáez (Commercial and Sales Manager).
Cristina Torres. Dircom Dingus
