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ILUNION Hotels: the first hotel company to create a ‘Competitive Intelligence Observatory for the tourism and hospitality sector’

 
 

A platform based on innovation and competitive intelligence that ensures informed and effective decision-making, delivering a competitive edge for the company


4 April 2024

ILUNION Hotels has become the first hotel company to develop a Competitive Intelligence Observatory for the tourism and hospitality sector, aimed at making informed and effective decisions in particularly critical situations, such as a pandemic or war.

This tool combines competitive intelligence and innovation processes with the aim of understanding the BANI environment (brittle, anxious, non-linear, and incomprehensible – such as the pandemic or the war in Ukraine, both of which have impacted inflation and market volatility), and delivering the necessary information to implement innovative solutions that enhance the company’s positioning.

This platform, capable of swiftly analysing and reporting on trends and developments within the hospitality industry, ensures effective and informed decision-making that provides a competitive advantage for ILUNION Hotels.

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Purpose, approach, and outcome


The difference between innovation and competitive intelligence lies in their purpose, approach, and outcome. While innovation aims to create value through the introduction of new ideas, competitive intelligence seeks to understand the external environment to protect and position the company in the market.

In terms of approach, innovation is internal, focused on improving or creating new products, services, or processes, whereas competitive intelligence is external, focusing on the business environment and competitor behaviour.

As for the outcome, innovation leads to the launch of new products or services and improved internal processes, while competitive intelligence provides a deeper understanding of the market to support strategic decision-making.

Three levels of analysis


This new tool is structured into three levels of analysis: the “Observatory”, which identifies global market challenges and trends; the “Radar”, which analyzes specific trends and opportunities for the organization; and the “Scouting”, or exploration methodology, which identifies agents with innovative solutions applicable to the company.

“Understanding the environment is the first step towards innovation, and this Observatory allows us to stay up to date with the latest trends, products and solutions in the sector. It gives us a clearer vision of the future from which to develop business strategy and inspire our stakeholders about the importance of innovation and competitive intelligence,” says Carlos Bello, Director of Innovation at ILUNION Hotels.

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About ILUNION Hotels


ILUNION Hotels currently operates 30 hotels located in major urban and holiday destinations across Spain.

Its business model is pioneering and a benchmark in universal accessibility, as well as social and workplace inclusion of people with disabilities within the tourism sector. It is built on a strong belief in genuine equal opportunities. ILUNION Hotels is the first hotel company with a Global Certificate in Universal Accessibility (UNE-170001-2) across all its establishments and also holds the EFQM 600+ Seal. The company offers customers unique experiences, supported by a diverse and committed team of 1,700 professionals, over 700 of whom have some form of disability or belong to groups facing barriers to employment – a figure that exceeds 70% in its 14 special employment centres.