Chronicle HotelTech Summit Menorca 2025 - October Hotel Son Granot

The event was held at the Hotel Son Granot in Es Castell, a setting that perfectly symbolises the essence of the island: authenticity, sustainability and hospitality with soul.

Innovation with purpose: new keys to GuestPro

The event was opened by Xavier Pallicer, CEO of GuestPro, who presented the company's latest innovations: GuestPro WebDesk and GuestPro XPerience, two tools designed to simplify hotel management and enhance the guest experience.

"Our goal is that the client can carry out any management autonomously, without losing the human touch or the essence of the accommodation," said Pallicer.

The new WebDesk is presented as a customer super-application, which allows for everything from online check-in to booking modifications, secure payments, upselling of services or, in the future, interactions through AI.

With GuestPro XPerience, the great novelty for the coming season, a new direct marketing model based on experiences is opened, allowing hotels to sell activities, gastronomy or getaways, with or without accommodation, and with immediate confirmation. This new tool has been designed together with Rusticae, with whom we are also working on their new website that will be launched soon.

GuestPro continues with its mission to accelerate hotel management, helping accommodations to be more efficient, profitable and at the same time closer to their guests.

The boutique market and the sustainability of the tourism model

The second talk, given by Sara Sánchez, CEO of Rusticae, focused on the boutique market and how charming hotels can remain competitive without losing their essence.

Sánchez shared an inspiring vision of the new consumer trends, where travellers are looking for authentic, sustainable and purposeful experiences:

"Today's traveller wants transparency, utility and a real connection with the destination. Sustainability is not an added value, it is the starting point".

During his speech, he highlighted Rusticae 's role in the creation of impact projects such as "Enrédate en lo Local" and "Singular Travellers", which promote collaboration with local communities, accessibility and environmental conservation.

He also presented the advances of Rusticae's own platform with artificial intelligence, which will allow boutique hotels to improve their marketing, operational efficiency and personalisation of the customer experience.

The AI revolution in hotel marketing

The marketing director of ARTIEM Hotels, VíctorMayans, left a clear message during his talk: artificial intelligence is not the future, it is the present, and the key is to "bring it down to earth", that is, to apply it with purpose and human sense.

Mayans stressed that "innovation is not a fad, it is all change based on knowledge that creates value", and recalled that the tourism of the future will depend directly on how society evolves. He explained how AI is transforming the way users search, decide and experience travel: from virtual assistants and chatbots, to hyper-personalisation tools or online reputation.

"We are facing the end of traditional websites. The new SEO will be driven by AI assistants, who are not just looking for keywords, but for context, data and authenticity."

Among the opportunities, he highlighted the possibility of automating up to 40% of tasks that do not add value, freeing up time for what is really important: creativity, strategy and purpose.

His conclusion was blunt: "The future of marketing is in AI, but success will be for those who know how to combine it with vision, creativity and humanity."

The round table: the value of authenticity

The day ended with the round table "The value of authenticity: hotel experiences with purpose", with the participation of Juana Vilafranca (Sant Ignasi - The Original Menorca), Sara Sánchez (Rusticae), Víctor Mayans (ARTIEM) and Xavier Pallicer (GuestPro), moderated by Luisa Souki, COO of GuestPro.

The debate revolved around how to balance technology and human touch, growth and sustainability, innovation and authenticity. One idea shared by all was clear: "Technology does not replace authenticity, it enhances it. The future of charming tourism lies in combining soul and innovation".

Valuable insights emerged during the conversation. Juana Vilafranca, owner of Hotel Sant Ignasi, contributed her experience as the owner of the oldest rural hotel on the island. Sara Sánchez stressed the need for hoteliers to spend more time defining who they are and what purpose drives them. Víctor Mayans insisted that Menorca projects authenticity, but that the challenge lies in making the good results obtained in recent years sustainable, finding a balance between growth and care for the environment.

He also addressed the difficulty of maintaining restraint in a destination where the natural and the authentic are becoming a luxury, and where residents are beginning to perceive prices as unattainable.

Xavier Pallicer pointed out how technology can help hoteliers to eliminate mechanical tasks and focus on what really matters: keeping the essence of the hotel alive. And Sara Sánchez closed with a reflection that sums up the common philosophy of the round table:

"True luxury is going to a place that has not been adulterated. Maintaining originality gives it value, and communicating it with truth is what makes the difference".

Menorca, inspiration and purpose

HotelTech Summit Menorca 2025 was, more than a technological event, a meeting of ideas, visions and purposes. A demonstration that the future of tourism in Menorca lies in bringing together knowledge, technology and people to create more sustainable, authentic and memorable experiences.

From GuestPro, we thank all the speakers and attendees for being part of this inspiring day that reaffirms our commitment to help hoteliers to grow, simplifying management and enhancing the most important thing: the essence of hospitality.