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May 19, 2026, 8:00 AM
Sercotel’s analysis focuses on the integration of processes, employees and technology as the cornerstone of the new operational efficiency.
Digital transformation in the hospitality sector has ceased to be a matter of "acquiring software" and has become a process architecture challenge. During the latest edition of FITUR, Luis Martín, Group CIO of Sercotel, outlined the roadmap for what he calls a "realistic digital evolution", focused on a disruptive concept: the Machine Journey.
Traditionally, the industry has focused on the Customer Journey (the guest experience) and, more recently, on the Employee Journey (staff well-being and productivity). However, Sercotel’s analysis reveals a third critical link: how systems, IoT and technology interact with people.
José Carrillo, Chief Strategy Officer & Co-Founder of EISI SOFT, together with Luis Martín, Group CIO of Sercotel, at FITUR.
The current trend dictates that digitalization should not be an end in itself, but a tool for humanization. "We analyze the process and then apply the right technology", explains Luis Martín. This vision breaks with the inertia of implementing tools in isolation, committing instead to Operational Intelligence that connects all areas of the hotel.
In this context, the industry is shifting towards platforms that enable:
- Unifying data architectures: Moving from information silos to a 360° view of the company.
- Cross-functional management: Integrating AI, RPA and IoT not to replace humans, but to free them from administrative burden.
- Technological invisibility: The ideal hotel is one where operations are sensorized and anticipated, allowing customer service to be fluid and frictionless.
Sercotel’s vision underlines a growing need in the sector: the role of the technology provider must evolve into that of an operational partner. It is not enough to offer a technical solution; support is required that understands the "day-to-day" reality of a housekeeper, a maintenance technician or a receptionist.
From this trend perspective, solutions such as EISI HOTEL have emerged as the necessary connective tissue to materialize this strategy. By aligning maintenance, quality and operations under a modular platform, the Machine Journey that Martín speaks of ceases to be an abstract concept and becomes an efficient reality.
"Digitalization is not imposed, it is adopted. It is only possible when the tool solves what truly matters in operations", says the Group CIO of Sercotel.
The conclusion is clear: the future of the hotel is not played out only in marketing, but in the quality and connectivity of internal operations. Chains that, like Sercotel, commit to a strategy centered on data and processes are building more sustainable and distinctive business models.
The challenge for the coming years lies in the ability of hotel chains to find allies that provide not only code, but real industry knowledge, allowing technology to become the silent engine that drives an exceptional customer experience.
Discover how we can help you digitalize your property by scheduling a brief meeting with our sales team.