ILUNION Hotels addresses the future of Tourism alongside Industry Experts at ITS III Global Summit
The event establishes itself as a key platform to discuss the tourism industry’s new challenges and opportunities from the perspective of innovation, sustainability, marketing, and business excellence
October 10, 2024
On October 9, the ILUNION Pío XII Hotel in Madrid hosted the III Global Summit, an event organized by ILUNION Hotels — a company recognized for its pioneering model and leadership in universal accessibility, diversity, and the social and professional inclusion of people with disabilities in the tourism sector. With nearly 800 attendees and structured around six main forums, the event brought together experts, institutions, and companies to explore tourism’s challenges and opportunities through the lenses of innovation, sustainability, marketing, and people-centered excellence.
Elena Martín, Director of Sustainability at ILUNION Hotels, opened the forum on Responsible Purchasing with an inspiring masterclass on the hotel company’s new Purchasing Policy and its vision of ESG (Environmental, Social, and Governance) criteria.
“We don’t want suppliers; what we really want is allies who understand our purpose and join us,” she told the audience, before opening the panel discussion moderated by Beatriz Miguel, Business Director at ILUNION Hotels. Highlights included contributions from Pablo García-Bodaño, CEO of Wim Studio; Lluis Gómez, Key Account Director at Garcimar; and Nayara Fuentes, Sustainability Manager at Nespresso Spain, who all agreed on the importance of collaboration between companies from different sectors to achieve a positive impact.
At the Innovation forum, Carlos Díez de la Lastra Buigues, CEO of Les Roches, highlighted the importance of embedding a culture of innovation across all business areas. “Innovation isn’t just about technology. It’s about mindset. It’s about shaping attitudes and constantly exploring the market — that’s the key today,” he said. The discussion, led by Carlos Bello, Innovation Director at ILUNION Hotels, featured experts like Álvaro Carrillo de Albornoz (Director General of ITH), Antonio López de Ávila (Head of Innovation at UN Tourism), and Jimmy Pons (innovation researcher and speaker), who all agreed that innovation must be deeply rooted in company culture — driven by employees, and focused on answering why innovation is necessary.
Cristina Vicedo, representing IE Business School and as President of the Spanish Association of Branding (Aebrand), opened the Marketing forum with a presentation on the growing importance of brand relevance in a rapidly changing environment. She emphasized how consumer trust in brands offers them the opportunity to choose those that help them achieve their goals. “People are looking for inspiration — let’s be that inspiration and contribute value to change,” she said. The panel, moderated by Teresa Zamora, Marketing and Communications Director at ILUNION Hotels, featured top marketing leaders including Óscar Santamaría (Marketing and Brand Director at Iryo), Adriana Orell (Deputy Director of Marketing and Communications at Barceló Hotel Group), Sophie Deslandes (Global Marketing Manager at Iberia), and Patricia Gonçalves (Cluster Director of Sales & Marketing for Thompson Madrid and Hyatt Centric Gran Vía Madrid).
Ignacio Babé, CEO of the Club for Excellence in Management, underlined the importance of resilience and the willingness of companies to “rewrite their DNA” to achieve operational excellence. “In 1958, the average lifespan of an S&P 500 company was 51 years. Today, it’s under 12. In the face of constant change and pressure, businesses must adapt by harnessing creativity, innovation, and human talent,” he said. Mercedes Ramos, Director of Economic Strategy and Financial Planning at ILUNION Hotels, moderated a panel where Juan García del Valle (EFQM Global Award Assessor), Javier Arcos (General Director of Fundación Jiménez Díaz), Miguel Mirones Díez (President of the Spanish Tourism Quality Institute – ICTE), and Babé discussed how certifications can validate business commitments in a society that increasingly demands transparency and continuous improvement.
The Employee Experience forum focused on talent management. Luis M. Zamora, People Director at Iberostar Group, delivered a masterclass on the importance of putting employees at the heart of business strategy and nurturing hospitality talent. The discussion that followed — moderated by Juan José Cestero, People Director at ILUNION Hotels — highlighted the need for companies to enhance their value proposition and purpose in order to retain talent and help employees envision a future with them. Speakers included José Luis González Rubio (Director of Madrid’s School of Hospitality and Tourism), Jorge Álvarez Díeguez (General Director of Spirit Hotels & Apartments Gran Bilbao), and Xavier Martín Canals (CEO of Turijobs).
In the Sustainability forum, Carlos Arango, General Director of DIRSE, emphasized Governance as a key ESG pillar that has gained significant relevance since 2019. He noted that “DIRSE and CEOs are not as misaligned in their sustainability priorities as we might think,” and provided valuable insights into double materiality studies. Arango also highlighted the importance of digitalization amid shifting reporting models and corporate strategies.
The conversation was moderated by Elena Martín and featured Águeda Areilza (Sustainability Director at Paradores), Mónica Chao (President of Women Action Sustainability – WAS), and Pilar Prior (professor and ESG strategy expert). The speakers collectively stressed the importance of involving customers in respecting local environments and communities, the role of education in shaping future leaders through schools and universities, and the need to strike a balance between sustainability and profitability as the foundation for a more respectful and people- and planet-centered tourism model.
A space for networking and dialogue
The III Global Summit by ILUNION Hotels offered a unique opportunity for professionals across the tourism sector to share experiences, spark new ideas, and forge strategic connections. As José Ángel Preciados, CEO of ILUNION Hotels, stated: “The success of this gathering lies in our ability to bring together key players in the sector to foster dialogue that drives transformation and creates positive impact. Every step we take at ILUNION Hotels is guided by the conviction that the future of tourism must be innovative, more sustainable, and people-focused. We are here to lead that change.”
About ILUNION Hotels
ILUNION Hotels currently operates 31 hotels in top urban and vacation destinations across Spain. Its business model is pioneering and widely recognized for universal accessibility, diversity, and the social and labor inclusion of people with disabilities — grounded in a firm belief in true equal opportunity.ILUNION Hotels is the first hotel chain to obtain the Global Certificate in Universal Accessibility (UNE-170001-2) across all its properties and holds the EFQM 600+ Seal of Excellence. It offers guests unique experiences backed by an exceptional team of more than 1,800 professionals, around 700 of whom have a disability and over 200 belong to groups with barriers to employment. In its 15 Special Employment Centers, these employees represent over 70% of the workforce.
