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Man with gray hair, glasses, and a dark shirt interacting with a hotel receptionist wearing a formal suit and smiling behind a white marble counter. In the background, a large window lets in natural light, with decorative plants and screens at the reception area.

Customer experience: the new luxury in hospitality isn’t what you see, but what you feel.

 
 

The Best Hotel Experiences Aren’t Seen, They’re Felt


February 28, 2025

In a sector with more options than ever, the key to winning over guests lies not only in the facilities, but in the emotions you awaken in them. Customer Experience (CX) has become the most powerful differentiator in the hospitality industry: when a guest feels valued, they don’t just return — they recommend and advocate for the brand.

It’s no coincidence that hotels with a well-defined CX strategy achieve higher average spending, as customers who perceive greater value in their experience are willing to invest more. Nor is it surprising that brands prioritizing experience enjoy better reviews and a reputation that attracts new travelers. That’s why leading companies have shifted from a product-centric approach to a customer-centric strategy where every detail matters and every interaction leaves a mark.

 
A young light-skinned chef smiles while looking at the camera. She wears a white chef's uniform with a black apron and a gray hat embroidered with the text 'The flavor of diversity'.
Hotel staff member wearing a white uniform and blue gloves pushes a service cart with towels and cleaning supplies down a carpeted hallway. In the background, a wooden wall with warm lighting and a room number is visible.

I’m your host: the key lies in the host


At ILUNION Hotels, Customer Experience is more than a priority — it’s part of our DNA. That’s why we created «I’m your host», a culture that transforms how our teams interact with guests, inspired by the role of a true host.

«I’m your host» is built on seven distinctive behaviorsthat turn every stay into an authentic and memorable experience. And to ensure this spirit of hospitality is alive in every hotel, we’ve developed a three-level CX management framework that allows us not only to meet, but to exceed expectations:

  • Fix me: we ensure every guest receives exactly what they expect, without errors.
  • Surprise me: we add unexpected moments that strengthen emotional connection with our brand.
  • Wow me: we elevate the experience, redefining industry standards.

This approach is supported by innovation, technology, and methodologies such as Customer Journey Mapping, Design Thinking, and Agile. But what truly sets us apart is our inclusive vision.In our hotels, hospitality is for everyone. Diversity and accessibility are at the heart of how we understand customer experience.

“Today’s guest isn’t just looking for a place to sleep, but for a place to feel good. At ILUNION Hotels, we work to ensure that every person who visits us enjoys a unique experience, wakes up in a more diverse world, and above all, feels like more than just a guest — feels like part of our story.”

explains Inmaculada Martínez-Ruiz, Director of Customer Experience at ILUNION Hotels.

Hotels of the Future: Technology, Emotion, and Genuine Connection


The future of hospitality lies at the intersection of technology and emotion. Personalization through generative AI enables real-time adaptation of the guest experience — without losing sight of ethics and the human touch. From this balance emerges the concept of Human Experiences (HX), which aims to harmonize digitalization with warmth. At the same time, the industry is moving toward frictionless experiences, where every interaction — from booking to check-out — flows naturally and effortlessly.

The guest is changing, too. Bleisure travel, which blends business and leisure, is on the rise, along with the desire for authentic, locally rooted experiences. Sustainability is no longer a bonus — it’s a requirement, paving the way for regenerative and circular tourism. Hotels are evolving in response, embracing multifunctional spaces that combine coworking, events, and new forms of social interaction, transforming the way we understand hospitality.

In this new landscape, standing out is not just an advantage — it’s a necessity. Because, as Inmaculada Martínez-Ruiz puts it, “in a world full of endless possibilities, what truly brings us back is how we were made to feel.”.