• The Felipe Moreno School of Tourism offers students different talks on the reality of the sector, trends and challenges they will have to face in their professional future. The last session of these ‘Tribunes’ was attended by Hitt Group and our CEO Jaume Monserrat, to address the digital transformation in the tourism industry

They all belong to the digital generation and the technology is incorporated into their daily lives in a natural way. But how far do their knowledge and concerns go about the transformation processes in the companies where they want to work in the future? Under this perspective, the Felipe Moreno School of Tourism organized the second Tribune of the 2019-2020 academic year for its Tourism, Protocol and ETG (Tourism Management Specialist) students. The theme proposed by the CEO and co-founder of Hitt Group (Dingus and Etoolinnovation) was “The digital transformation in tourism – the impact of technology”.

Jaume Monserrat, also president of the Cluster of Information and Communication Technologies applied to Tourism, Turistec, supported the conference about the holistic vision of this transformation, to “consider it as a whole project, in which all the areas of the company must be aligned with the new strategy, thanks to levers such as leadership and commitment”.

With perspectives like the one proposed by the McKinsey consultancy in one of its studies, and according to which “by the middle of this decade those companies that are not transformed or in a certain process of achieving it, will be doomed to disappear in 10 years”, Monserrat assured that “the rhythm is one of the aspects to be taken into account, since it is unprecedented. Not even since the emergence of the Internet and smartphones. So structures and processes are required much more flexible and dynamic, able to be in constant adaptation”.

The talk also provided economic impacts of the digital transformation in the world’s productive sectors, focusing on tourism, “a very intensive area in the use of information and transactions in all stages of its value chain, so the increasingly intense implementation of technology in key processes is vital for its competitiveness”

mapa distribución turística

The students were able to learn about the complexity of connectivity maps used in the tourism industry (in particular in hotels), and understand the enormous task of managing distribution if technological tools are not available. The conclusion drawn by Hitt Group after a very participative and really interesting question session by the students attending, is that “strategy, and not technology, is what really drives the digital transformation”.

We would like to thank the School of Tourism (especially María José Moreno, Antonio Robledo, and Malena Estrany) and all the students, for the opportunity to bring our activity closer to a group that, in a few years, will already be part of the teams we work with as technology providers.


Media office & Communication

Hitt Group