Hotel Technology Institute (ITH) at Fitur 2024 set up hotel of the future. Guests can carry out all the screen processes through, without hardly seeing anyone else's face.

ITH and Turisme de la Comunitat Valenciana have inaugurated the first hotel technology room with artificial intelligence, ITH TechYroom 1.0, at the RH Corona del Mar Hotel in Benidorm. “I want to talk to a person when I understand that what they tell me provides added value,” reflects David Fernández Rubí, CEO and founder of Linguistic Factory, which designs digital humans with Artificial Intelligence (AI) and Emotional Intelligence. The NH group (part of Minor Hotels) has recently incorporated the Alexa Smart Properties for Hospitality service – a solution designed to integrate Alexa AI into the rooms – in its hotels (initially in Barcelona, soon also in Madrid). “If you let an engineer assemble your hotel, everything can be automated, it is technically possible, but is it what the client wants?” Álvaro Carrillo, general director of ITH, is quick to respond.