TOURISM INNOVATION FORUM
Hotusa explora
May 18th, 2021
Eurostars Madrid Tower 5*
Hybrid in-person and virtual format
#HotusaExploraFollow us on streaming
May 18th, 2021
Eurostars Madrid Tower 5*
The keys to the recovery of the tourism sector under debate
Once again, and this year in a very special format, the Hotusa Explora Forum is an unmissable event for the world of tourism and innovation. Today, it is more important than ever that authoritative voices from the sector can debate and analyse the future challenges that tourism faces, in addition to the initiatives and strategies that need to be addressed in order to overcome the crisis in the shortest possible time and return the sector to the strategic role it played before the pandemic.

During this last edition, the forum has achieved its objective of becoming a space for the dialogue and the exchange of knowledge, ideas and experiences; at the same time it facilitates the reflection and the generation of conclusions, and the development of projects and possible cooperation agreements to support the progress of the sector. We invite you to remember the different tables included in the event through the videos of the sessions.






2021 Schedule
  • 9:00am - 10:15am
    Handing out of passes
  • 10:15am - 10:45am
    Event Inauguration
    • Marina López, Corporate Director of the Hotusa Group
    • Amancio López, Chairman of the Hotusa Group
    • José Luis Martínez-Almeida, Alcalde de Madrid
  • 10:45am - 12:15pm
    Tourism and keys for recovery. How to preserve a strategic sector
    • Moderator:
      Màrius Carol, Editorial advisor to La Vanguardia
    • Juan Espadas Cejas, Mayor of Seville
    • Alberto Núñez Feijóo, President of the Regional Government of Galicia
    • José Manuel González-Páramo, Chairman, European DataWarehouse GmbH y Ltd, y Profesor Extraordinario de IESE Business School
    • José Luis Bonet, President of the Spanish Chamber of Commerce
  • 12:15pm - 1:10pm
    The big digital players. Committing to innovation in times of rebuilding
    • Moderator:
      Marina López, Corporate Director of the Hotusa Group
    • Juan Pedro Moreno, Ex-chairman of Accenture Spain
    • Irene Cano, CEO of Facebook Iberia
    • María Benjumea, Founder and CEO of SPAIN STARTUP - SOUTH SUMMIT
  • 1:10pm - 1:30pm
    Tourism products. Marketing strategies for a new scenario
    • Manuel Butler, Executive Director of the World Tourism Organization
    • Friedrich Joussen, CEO of the TUI Group
  • 1:30pm - 2:30pm
    Lunch
  • 2:30pm - 3:30pm
    Passenger air transport. Infrastructure, connectivity and digitalisation
    • Moderator:
      Ana Isabel Pereda, Director of Expansión
    • Maurici Lucena, Chairman of Aena
    • Carlos Muñoz, Founder and CEO of Volotea
    • Javier Sánchez-Prieto, Chairman and CEO of Iberia
    • Eddie Wilson, CEO of Ryanair
  • 3:30pm - 4:30pm
    How will the hotel sector evolve after the crisis? Leverage for the future
    • Moderator:
      Amancio López,Chairman of the Hotusa Group
    • Simón Pedro Barceló, Co-chairman of the Barceló Group
    • Carmen Riu, Managing Director of the RIU Group
  • 4:30pm - 5:00pm
    Closing event
    • Amancio López,, Chairman of the Hotusa Group
    • Mª Reyes Maroto,, Minister of Industry, Trade and Tourism of the Government of Spain
2021 Speakers
A selection of professionals, businessmen and political representatives participated in the forum and contributed their points of view to the debate.
  • Alberto Núñez Feijóo
    President
    Xunta de Galicia
  • Ana Isabel Pereda
    Director
    Expansión
  • Carlos Muñoz
    Founder and CEO
    Volotea
  • Carmen Riu
    CEO
    Riu Hotels
  • Eddie Wilson
    CEO
    Ryanair
  • Friedrich Joussen
    CEO de TUI Group
  • Irene Cano
    Directora general
    Facebook Iberia
  • Javier Sánchez-Prieto
    Presidente y CEO
    Iberia
  • Josep Piqué
    Economist and former Minister
  • José Luis Bonet
    Presidente de la Cámara de Comercio
    Spain
  • José Manuel González-Páramo
    Chairman, European DataWarehouse GmbH y Ltd, y Profesor Extraordinario de IESE Business School
  • Juan Pedro Moreno
    Former President
    Accenture Spain
  • Juan Espadas Cejas
    Mayor
    Ayuntamiento de Sevilla
  • Manuel Butler
    Director ejecutivo
    Organización Mundial del Turismo
  • María Benjumea
    Founder and CEO
    Spain Startup - South Summit
  • Màrius Carol
    Consejero editorial
    La Vanguardia
  • Maurici Lucena
    President
    AENA
  • Simón Pedro Barceló
    Co-president
    Barceló Business Corporation
The five forum tables
  • 10:45 am
    Tourism and keys for recovery. How to preserve a strategic sector
    In a still uncertain scenario, in a timeframe for recovery difficult to predict, we must give the tourism industry the importance it deserves as a major socio-economic driver, where 14% of GDP is at stake. Liquidity solutions or labour market flexibilisation via temporary redundancy plans have been some of the measures adopted to date, but now what? The digitalisation of the sector, energy transition and territorial cohesion are key to its survival and future, along with good management of Next Generation funds as a means of recovery.
  • 12:15 pm
    The big digital players. Committing to innovation in times of rebuilding
    Innovation is currently one of the safest values to boost the sector with initiatives to assist in adapting to the current situation. Technological solutions aimed at protecting the traveller, sustainability, data processing and hyper personalising customer experiences are propelling us towards an important and necessary transformation of the sector.
  • 1:10 pm
    Tourism products. Marketing strategies for a new scenario
    The tourism offer needs to adapt to the new reality. Once online sales have been consolidated in relation to traditional channels, the market calls for a reformulation of marketing strategies and a new positioning of the stakeholders in the sector's value chain.
  • 2:30 pm
    How will the hotel sector evolve after the crisis? Future influences
    We are immersed in an unstable, turbulent situation that we must turn into an opportunity to renew the hotel sector through innovative models based on excellence, differentiation, digitalisation and sustainability. The smoother the transformation, the quicker we will get over the crisis.
  • 3:30 pm
    Passenger air transport. Infrastructure, connectivity and digitalisation
    Passenger transport plays a key role in the tourism sector. This is why restoring connectivity should be a major objective for recovery, especially in terms of air transport. A sector that in the near future will have to face major challenges aimed at sustainability, digitalisation and efficiency, as well as increasing the number of routes and destinations.
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