Ingrid Graells, Beroni’s commercial director, participated in the Innovation & Tourism conference organized by ACAVe at the headquarters of Foment del Treball Nacional.

Our firm’s sales manager participated in a panel discussion titled “Innovation to Enhance the Travel Experience,” which also featured Celia Muñoz Espín, IBERIA’s director of strategy and sales; Guillermo Castrillo, IRYO’s director of development; and Rafael de Jorge, an entrepreneur and professor. Jordi Bosch, president of the National Labor Promotion Innovation Commission, moderated the discussion. 

Ingrid gave a presentation emphasizing the importance of fully and genuinely digitizing the sector as a prerequisite for adopting cutting-edge technologies such as Artificial Intelligence (AI), ChatGPT, the Metaverse, and virtual and augmented reality—technologies that are set to redefine the world and, in particular, the reality of our ecosystem.

In this regard, he discussed the results of a survey conducted in collaboration with ObservaTUR on the level of innovation among travel agencies, with the aim of keeping things grounded.

The Beroni’s commercial director pointed to blockchain and NFTs as the technologies most likely to have a positive impact on the travel industry, given their potential as units of value and the opportunities they can offer—such as, she said, loyalty programs. She also noted that Beroni is already conducting pilot programs in this area and expressed her conviction that sooner rather than later, this will be one of Beroni’s solutions for the future.

Ingrid outlined the challenges facing travel agencies in the future, emphasizing that technology would be their main ally; a technology that—she asserted—did not require large financial investments, although it would require an investment of time, equipment, and training for new talent. 

He also spoke about emerging technologies (with Google and Microsoft locked in fierce competition to take the lead) and the many possibilities on the horizon for the future of tourism. A revolutionary future that, far from being a threat, offers many opportunities. Because technology is driven by people, he emphasized. And because technology, at least at Beroni, is at the service of people and their businesses.