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    Jose Guillermo Díaz Montañés

    CEO | Artiem Fresh People Hotels
    Jose Guillermo Díaz Montañés

    Biography

    Industrial Engineer with advanced executive training and a long career in the Spanish tourism sector. Executive President of Artiem Fresh People Hotels since 1993, he has held key roles in major tourism and business associations. Speaker at national conferences and recipient of several awards, he is recognized for his leadership and contributions to innovation in the industry.

    Sessions

    12:45h
    Round Table | The Horeca Hub

    Sustainability: Operate Better, Consume Less, Create More Value

    Ana Fernández
    Ana Fernández WeAre, Transformation Lab Founder/CEO Speaker
    Ana Herrero
    Ana Herrero Forética Director of Sustainable Transformation Speaker
    Gerard Bofill Vaqué
    Gerard Bofill Vaqué Can Buch Manager Speaker
    Jose Guillermo Díaz Montañés
    Jose Guillermo Díaz Montañés Artiem Fresh People Hotels CEO Speaker
    Roberto Torregrosa
    Roberto Torregrosa AEDH y ACPT President of the Catalan Association of Tourism Professionals Moderador

    2026-03-24 12:45 2026-03-24 13:30 Europe/Madrid Sustainability: Operate Better, Consume Less, Create More Value

    Sustainability has ceased to be just a narrative and has become an operational imperative in the hotel industry. Energy, water, waste, products, talent, and the guest experience converge in high-impact, highly complex establishments. This roundtable addresses sustainability from a comprehensive and realistic perspective: how to design sustainable models from the outset, how to transform existing operations, and how to balance efficiency, profitability, and responsibility. A key conversation to understand which decisions truly matter, how to avoid greenwashing, and how to turn sustainability into a solid, measurable competitive advantage for the hotel business.

     

     Talk Stage 1 - The Horeca Hub
    Tue 24 12:45h - 13:30h Talk Stage 1 - The Horeca Hub Free access
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