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Whitepaper: Practical Guide to AI Applied to Hotels (Spanish version)
Hotelinking, May 2026
Artificial intelligence has arrived in the hotel sector with promises of efficiency, personalization, and automation, yet it still generates many questions. This white paper takes a practical approach: not as a futuristic document, but as a realistic guide to help hotels understand where AI can truly add value and how to apply it safely, always maintaining service quality and the human touch.
Through concrete examples and low-risk use cases, this guide explains how to approach AI step by step. From organizing available information and preparing the hotel’s knowledge base to defining priorities, supervision, and performance metrics, it provides a clear framework so that technology becomes a useful tool rather than a risk.
Our goal is for hospitality professionals to make informed decisions, optimize processes, free up team time, and improve the guest experience. AI does not replace hospitality; when applied with judgment and on a solid foundation, it enhances it.
Contents
- Discover what AI can truly bring to a hotel or hotel chain
- Analyze the prior knowledge a hotel needs
- Avoid implementing AI blindly
- Move from a fragmented ecosystem to a connected logic
- Deploy AI without losing the human touch
- Prepare the knowledge base
- Start with concrete, low-risk use cases
- Follow an efficient roadmap to implement AI
- Understand how this revolution affects the sector
- See how Hotelinking applies this vision
What You Will Find
Strategy
clear steps to apply AI with judgment and a practical approach
Practical cases
concrete examples that can be replicated in hotels and hotel chains
Real value
improve operational efficiency, guest experience, and free up team time
Hotel Data Advanced Course
Daniel Alzina
As soon as we started Hotelinking, we realized the hotel sector was missing a key part of driving the direct reservation channel. The main reason was, and continues to be, the lack of data that is useable from a digital marketing point of view. The scarcity of guest data in the hotel sector is due to a number of factors. The main and most impacting factor is the origin of bookings, which go through intermediaries that do not allow key client or guest information to be passed to the hotel or chain.
Working alongside all our clients every day, we have been able to build and consolidate unique knowledge that we now want to share via this book. We know exactly which ingredients are needed for the recipe of success, and using not only this book, but also other documents that we will publish, we want to put all of our knowledge at the disposal of the hotel industry and their employees.
This book was written for all of these, especially those who want to expand their knowledge of new technology and advanced marketing strategies that will allow their hotel or chain to significantly improve the direct relationship with their clients. The origin of new hotel marketing strategies is in the powerful concept of Hotel Data.
Contents
- What is Hotel Data?
- The Amazon case
- Hotel Data applied to increase direct sales to returning guest
- Hotel Data of travellers who booked through commissioned channels
- Hotel Data of travellers who booked through the direct channel
- Enrichment of Hotel Data to achieve more specific segmentation
- Areas to develop Hotel Data with greatest positive impact on the hotel
- Test to identify quality Hotel Data in hotel systems
- Common problems that prevent a hotel from generating Hotel Data
- Steps to take to begin generating Hotel Data automatically
What You Will Find
Loyalty
How to get the most out of the data you get from your guests.
Direct Bookings
How to increase direct sales at your website by repeat guests.
Branding
How to Improve Both Your Hotel’s Internal and Online Reputation.
New Advanced Course in Hotel E-mail Marketing
Daniel Alzina. With the collaboration of email marketing experts.
Email marketing has existed for decades as a highly valuable resource for commercial departments worldwide. However, in the hospitality sector, it has never gained the prominence it enjoys in other industries.
By following innovative processes and strategies to generate high-quality and substantial volumes of data, email marketing can become one of the primary channels for generating direct bookings. This book contains all the strategies to implement, technologies to adopt, tips, tricks, and step-by-step guides to transforming email marketing into a powerful tool for disintermediating hotel reservations.
The book includes the collaboration of several renowned national email marketing experts: Xisco Lladó (CTO Hotelinking), Carlos Moncho (SVP Cendyn Marketing Cloud), Vanesa Tejada (SEO & Content Specialist at Roiback), Jesús Ramón (Managing Director ADGTravel), Marga Escandell (Communication Specialist at Barceló Hotel Group), and Tomeu Fiol (CMO of Hotelinking).
Contents
- Hotel Data and e-mail marketing
- Bad hotel e-mail marketing practices: how to avoid ending up in the spam folder
- Hotel e-mail marketing campaigns planning
- Designing hotel e-mail marketing campaigns that convert
- Persuasion strategies that increase conversion
- Ideal mailing frequency to maximise sales, without forsaking the unsubscription ratio
- Advanced segmentation to generate additional direct bookings or “long tail”
- Advanced booking tracking per guest
- How to know if we are obtaining good booking results or not: benchmarking
- How to measure results to calculate ROI
What You Will Find
Best Practices
Tips for implementing advanced e-mail marketing strategies in the hotel sector.
Resources
The best technologies that will help you achieve and analyse your marketing goals.
Examples
Step-by-step guides to successfully optimise your e-mail marketing campaigns.
5G, WiFi and Hospitality. Key insights for hotel connectivity
Carlos Otín, Tomeu Fiol, Xisco Lladó
Connectivity has become an essential part of the hotel experience. More digital guests, more connected devices, cloud-based services, internal operations increasingly dependent on the network and new data-driven solutions are making the hotel’s technology infrastructure more strategic than ever.
This book clearly explains the role of 5G, WiFi and new networks in the hospitality sector, helping readers understand how these technologies can improve the guest experience, optimize internal processes and prepare properties for a more connected, demanding and digitally oriented environment.
With a technical but accessible approach, the book covers key concepts, differences between technologies, use cases, implementation challenges and frequently asked questions for hotels that want to make better decisions about their current and future connectivity.
Contents
- WiFi 6 and 5G: two compatible technologies
- The improvements promised by 5G
- What this technology means for the hospitality sector
- Background of 5G
- Differences between 5G Non-Standalone and 5G Standalone
- Standardization and 5G roadmap (3GPP)
- Three 5G use cases: eMBB, URLLC and mMTC
- New technologies associated with 5G
- Players in the 5G ecosystem
- Implementation challenges and key considerations
What You Will Find
Criteria and recommendations to understand how 5G can coexist with current WiFi networks and what hotels should consider before evolving their connectivity infrastructure.
Practical Cases
Examples and application scenarios in hotel environments, designed to analyze how these technologies could be used depending on the type of property, its structure and its network needs.
FAQ
Clear answers to the most common questions about 5G, WiFi and hotel connectivity, especially regarding compatibility, deployment, operational impact and guest experience.
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Data Protection
In compliance with Regulation (EU) 2016/679, of April 27, 2016 (GDPR) and Organic Law 3/2018, of 5 December, on the Protection of Personal Data and Guarantee of Digital Rights (Spanish abbreviation LOPDGDD), please read the following data processing information:
Controller: HOTELINKING S.L., B57943185, Parc Bit, C/ Isaac Newton Edificio Disset – 3rd floor, D9, – 07120 Palma (Balearic Islands), dataprotection@hotelinking.com. Purposes of data processing: to maintain a commercial relationship and send communications about products or services. Legitimate interest: legal obligation of the Controller and consent granted by the data subject, where relevant. Type and retention: the minimum data necessary to satisfy the purpose shall be processed. It shall be retained respecting statutory retention periods. Recipients: those who need to have access to the data to complete tasks related to the purpose of the data processing and to fulfil legal obligations. Your rights: access, rectification, portability, erasure, limitation and opposition. More information about data processing: dpo@grupox3.es.