Digital transformation in the hotel sector: lessons from the Santander case

Digital transformation has stopped being an option and become a strategic necessity for companies in the hotel sector. In this article we look at the keys to the digitalisation process, drawing on recent studies of the sector.

Digitalisation versus digital transformation

It is important to distinguish between these two concepts, which are often confused:

• Digitalisation: using technology to automate existing processes. For example, moving from a physical booking book to a digital system.
• Digital transformation: creating or modifying products, services and processes by drawing on digital technologies to generate new value. It involves deep cultural and organisational change.

Three levels of digital maturity

Studies of the Spanish hotel sector reveal three clearly distinct profiles:

Digital group (22%) - They have a formal, documented digital strategy - Technologies integrated across the whole organisation - Advanced use of data for decision-making - Higher profitability and customer satisfaction

Digital migrant (47%) - They mainly automate sales and marketing - Partial adoption of technologies - Lack of integration between systems - Significant room for improvement

Analogue (31%) - Minimal digitalisation - Mostly manual processes - Heavy dependence on intermediaries - Risk of losing competitiveness

Main barriers

Hotel companies identify these as the main obstacles:

1. Complexity of implementation: integrating legacy systems with new technologies
2. Difficulty obtaining finance: little awareness of the public grants available in Spain
3. No documented digital strategy: tactical actions with no long-term vision
4. Resistance to change: an organisational culture that is not ready
5. Shortage of digital talent: difficulty attracting and retaining professionals

The most widely used technologies

According to sector data:

• PMS (Property Management System): 67% adoption
• Cloud computing: 44% of companies use cloud solutions
• BI and big data: mainly in companies in the advanced digital group
• Revenue management: price optimisation systems
• CRM: customer relationship management

Key lessons

The analysis of the hotel sector produces lessons that apply to any company:

Culture matters as much as technology Digital transformation fails when it is approached from the technology side alone. Cultural change and training the team are fundamental.

Do not underestimate the power of data The most advanced companies use data to personalise the customer experience, optimise prices and anticipate trends.

Balance between direct and third-party channels Excessive dependence on online travel agencies or other intermediaries erodes margins. Investing in direct channels is key to profitability.

How Tecnocim Innova can help

At Tecnocim Innova we support companies in the tourism and hotel sector through their digital transformation:

• Digital maturity assessment
• Identifying Spanish public grants and funding
• Strategic planning of the transformation
• Innovation project management
• Tax optimisation of technology investments