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    Rafael de Jorge Lopez

    CEO | Growtur - Consultora IA Barcelona
    Rafael de Jorge Lopez

    Biography

    Rafael de Jorge is an expert in the strategic implementation of artificial intelligence applied to the tourism sector. He supports public institutions, destinations, and large business groups in the creation of interconnected digital ecosystems, where technology not only optimizes processes but also transforms organizational culture. He is the founder of Growtur and the Tourism Innovation Lab, an agency and AI school for the tourism sector. In addition, he collaborates as a director and trainer of educational programs at various universities across the country and internationally.

    Sessions

    10:45h
    Round Table | The Horeca Hub

    The Impact of AI on Distribution

    José María Ramón Cardona
    José María Ramón Cardona Neobookings CEO Speaker
    Juan Daniel Núñez Sánchez
    Juan Daniel Núñez Sánchez SmartTravelNews Editor and Founder Moderador
    Nuria Via Clavero
    Nuria Via Clavero MIRAI Area Business Manager Speaker
    Rafael de Jorge Lopez
    Rafael de Jorge Lopez Growtur - Consultora IA CEO Speaker
    Victor Mayans Asian
    Victor Mayans Asian Artiem Hotels MARKETING DIRECTOR Speaker

    2026-03-24 10:45 2026-03-24 11:30 Europe/Madrid The Impact of AI on Distribution

    Artificial intelligence has emerged as a new key player in hotel distribution, transforming the way customers search, compare, gather information, and book. Conversational chatbots, new recommendation dynamics, and shifts in the decision-making process are redefining the balance between the customer, OTAs, and hotels. This roundtable examines how this landscape is changing, the implications for each stakeholder, and how to adapt sales and distribution strategies so that technology becomes a win-win opportunity rather than a threat to profitability and customer relationships.

     Talk Stage 1 - The Horeca Hub
    Tue 24 10:45h - 11:30h Talk Stage 1 - The Horeca Hub Free access
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