Training with AI applied to traveltech

From June 30th to July 3rd, the Tech Tourism Cluster hosted the first Artificial Intelligence Week, a training initiative designed to bring this emerging technology closer to companies in the tourism ICT sector, focusing on its transformative potential as well as its ethical, legal, and social boundaries.

Over the course of four consecutive morning and midday sessions, we gathered experts, innovative companies, and sector professionals to learn, share experiences, and discuss future visions. It was an opportunity to get inspired and better understand how AI is already redefining the tourism experience, from data management to interactions with travelers.

🧠 30.06 | From Brain to Algorithm
The first session served as an introduction to key AI concepts and the most commonly used tools in the traveltech sector. With the participation of Gian Franco Mercado and Albert Pérez Llanos, founders of Hospitalidad Emprendedora, and Daniel Méndez Gil, Innovation Director at Vueling, we opened the door to a crucial reflection: how to approach AI from a humanistic, business-oriented, and technological perspective all at once.

⚖️ 01.07 | Artificial Intelligence, Human Awareness
The second session addressed the legal and ethical challenges of AI in the business world. In a dynamic and participatory session, Borja Rivas Lozano (Mylegalinbox) and Guillem Grau (AI4ST) helped us understand current regulatory boundaries and how we can move toward responsible AI aligned with the values of the tourism sector.

🚀 02.07 | From Challenge to Success
The third session focused on concrete success stories. Emerging and established traveltech companies shared how they’ve integrated AI into their business models. Moderated by Toni Mascaró (eMascaró), the discussion included representatives from Hotelspeaker, Drimer, Proppos, Kloutit i AI-mate, highlighting the wide range of applications and innovative scenarios offered by this technology.

🔮 03.07 | AI: Future and People
To close the week, we held an in-person roundtable at TeamLabs Barcelona, where various experts shared their visions for the future of AI in the tourism sector. It was a rich conversation featuring Gian Franco Mercado, Albert Pérez Llanos Hospitalidad Emprendedora), Laura Martinez Celada (The Hotels Network), David Anguera Ponsa (Nubem Systems), Magda Figuerola (Amadeus) and Javi Gallostra (Bookline), which was also recorded for the Hospitalidad Emprendedora Podcast — and will be available very soon!

With this AI Week, the Tech Tourism Cluster reaffirms its commitment to innovation, continuous learning, and collective reflection as key tools for the sector’s evolution.

📺 Watch the sessions here
We’ve compiled the videos from the first three sessions so you can rewatch them or discover them if you missed out:

• 30.06 | From Brain to Algorithm
• 01.07 | Artificial Intelligence, Human Awareness
• 02.07 | From Challenge to Success

🎧 The final session, recorded as a podcast, will be available very soon!