Valencia, February 2025 - The hotel and construction industries have engaged in an intense debate about their transformation during the roundtable held at the Cevisama Fair, moderated by GAT. Gestión de Activos Turísticos CEO, Ramon Garayar. Industrialization, sustainability, and automation were the central themes of the discussion, where industry experts analyzed the challenges and opportunities shaping the future of Hospitality and Real Estate.
Non-industrialization is no longer an option. Modular and industrialized construction has emerged as the most efficient solution to accelerate timelines and ensure quality. José María Quirós, Head of Industrialization at AEDAS Homes stated, "The sector needs agile solutions, and that can only be achieved through industrialized processes."
However, he also highlighted that financial barriers remain a key obstacle. The discussion raised the need for new financing models to ensure a steady flow of capital between manufacturers and hotel operators, as the mortgage law makes it difficult to prepay for materials outside the project site.
One of the most pressing debates revolved around the impact of automation in hotels and flexible accommodations like co-living and flex-living. The pursuit of profitability has led many operators to eliminate traditional front desks and reduce staff, but reality shows that this model has significant limitations.
In this regard, Pablo Herrera de la Muela from Soho Boutique Hotels shared his experience with apartments designed for autonomous operation. While technically feasible, management and security issues have been evident. "A front desk costs around €165,000 per year, regardless of room volume, leading many to try and automate it. But the truth is, people are needed. There are risks of uncontrolled parties, check-in issues, and emergencies that require immediate assistance. The human touch remains essential," he emphasized.
Alba Vila, Head of Construction and Interior Design at CIDON, addressed the debate on the IKEA effect in hospitality, questioning the trend of constant renovation and increasingly shorter lifecycles in hotel décor. "For us, it's neither requested nor does it work. The minimum durability expected is 10 years," she stated.
The "influencer effect" has also been identified as a factor pressuring hotel design. "Today, guests are bombarded with visual references and constant comparisons. They see what works for competitors and want it for themselves," noted interior designer Adriana Nicolau.
Sustainability was another key topic. AEDAS Homes emphasized the importance of measuring both operational carbon (emissions during a building's lifetime) and embedded carbon (emissions from materials and construction).
CIDON highlighted its commitment to upcycling and furniture reuse, implementing sustainable solutions in fabrics and equipment.
Modular construction was another key discussion point. While many see it as a cost-effective and viable solution, experts agreed it is not a definitive solution for the hotel industry.
The growth of tourism in Spain presents both an opportunity and a challenge for the hospitality industry. After a record-breaking 2024, the numbers speak for themselves: 93.8 million foreign visitors, a tourist expenditure of €126 billion (16% more than in 2023), and hotel transactions reaching €3.3 billion.
The roundtable provided a platform for discussion and reflection, helping to outline a roadmap toward a more efficient, sustainable, and market-aligned industry.