José Muñoz Barrasa

Hospitality is, by definition, a deeply human industry. Yet in a context of cost pressure, talent shortages, and rising guest expectations, automation and robotics are emerging as key levers of the new operating model. This roundtable explores how technology can free up time, reduce friction, and improve economic efficiency without dehumanizing the guest experience. On the contrary, when applied effectively, it allows teams to focus on what truly adds value, enhance service quality, improve working conditions, and build hotels that are more profitable, sustainable, and ready for the immediate future.