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Rafael de Jorge Lopez

CEO | Growtur - Consultora IA Barcelona
Rafael de Jorge Lopez

Biography

Rafael de Jorge is an expert in the strategic implementation of artificial intelligence applied to the tourism sector. He supports public institutions, destinations, and large business groups in the creation of interconnected digital ecosystems, where technology not only optimizes processes but also transforms organizational culture. He is the founder of Growtur and the Tourism Innovation Lab, an agency and AI school for the tourism sector. In addition, he collaborates as a director and trainer of educational programs at various universities across the country and internationally.

Sessions

10:40h
Round Table | The Horeca Hub

The Impact of AI on Distribution

José María Ramón Cardona
José María Ramón Cardona Neobookings CEO Speaker
Juan Daniel Núñez Sánchez
Juan Daniel Núñez Sánchez SmartTravelNews Editor and Founder Moderador
Nuria Via
Nuria Via MIRAI - Speaker
Rafael de Jorge Lopez
Rafael de Jorge Lopez Growtur - Consultora IA CEO Speaker
Victor Mayans Asian
Victor Mayans Asian Artiem Hotels MARKETING DIRECTOR Speaker

2026-03-24 10:40 2026-03-24 11:30 Europe/Madrid The Impact of AI on Distribution

Artificial intelligence has emerged as a new key player in hotel distribution, transforming the way customers search, compare, gather information, and book. Conversational chatbots, new recommendation dynamics, and shifts in the decision-making process are redefining the balance between the customer, OTAs, and hotels. This roundtable examines how this landscape is changing, the implications for each stakeholder, and how to adapt sales and distribution strategies so that technology becomes a win-win opportunity rather than a threat to profitability and customer relationships.

 Talk Stage 1 - The Horeca Hub
Tue 24 10:40h - 11:30h Talk Stage 1 - The Horeca Hub Free access
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