Is Purpose Profitable? ILUNION Hotels presents its success at San Telmo

José Ángel Preciados analyzes social commitment as a lever for competitiveness

March 19, 2026

The tourism sector is in a moment of deep reflection regarding its future strategies. In this context, ILUNION Hotels participated in the VIII Seminar of the Peñarroya Chair of Tourism, organized by San Telmo Business School, a space dedicated to debating the keys to competitiveness in today’s industry.

Purpose as a driver of profitability

Addressing the question of whether social commitment is truly profitable for a company, José Ángel Preciados, CEO of ILUNION Hotels, shared the vision that has made the chain a unique benchmark. During his speech, Preciados explained how real differentiation in a saturated market does not depend exclusively on the product or brand positioning, but on the ability to consolidate a business project with impact.

A culture based on values

For ILUNION Hotels, integrating accessibility, inclusion, and the care of people into the core of the company is not an isolated action, but a differential factor that strengthens corporate identity. This strategy demonstrates that a human approach is not only ethical but also constitutes a valuable management tool capable of generating long-term benefits.

The meeting at San Telmo Business School served to consolidate the dialogue on the present and future of tourism, reaffirming that profitability and purpose are not opposing paths, but the formula for building companies with soul and vision.