From Being Connected to Knowing How to Compete: The True Digital Shift

Based on data from the ConectadHOS study promoted by Hostelería de España, this talk analyzes the sector's true moment of digital transformation. Beyond the adoption of tools, the focus is on the strategic shift: from digitizing processes to redesigning business models, experience, and competitiveness. Investment, training, actual use of technology, and the emerging role of AI paint a clear picture: the sector is aware of the change but needs to accelerate to avoid falling behind.