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Optimizing Hotel Management through Artificial Intelligence and Digital Twins

Tourism, which represents more than 10% of Spain’s GDP, faces an urgent challenge: adapting to new traveler expectations while optimizing internal operations. With over 80 million visitors each year, hotels are striving to stand out through technological innovation. This is where the Instituto Tecnológico Hotelero (ITH), a leading entity under CEHAT, plays a key role by driving projects that modernize the hotel industry.

The challenge was clear: find a way to centralize internal processes and improve guest interaction. This goal has been achieved through collaboration with UGROUND, a company that combines digital twins and generative AI to transform the hotel experience.

How technology is revolutionizing hospitality

The solution developed by UGROUND and ITH integrates innovative technologies in a way that is redefining hotel operations:

  • WhatsApp as the main interface: a simple, universal and multilingual channel connecting guests and staff directly with the system.

  • Generative Artificial Intelligence (AI): powered by LLMs and RAG knowledge bases to handle questions, tasks and internal procedures quickly and accurately.

  • UGROUND’s ROSE Digital Twin: acts as a process integrator ensuring security and governance.

  • Traditional CRM and PMS systems: enhanced to increase personalization and efficiency.

This combination allows hotels to offer a unique experience for both guests and employees by improving communication, service and operational management.

What makes this case unique

The initiative led by UGROUND and ITH stands out for several reasons:

  • A co-creation approach: more than a client–provider relationship, ITH and UGROUND have worked as strategic partners to design a solution adaptable to any hotel worldwide.

  • A unique technological mix: integrating digital twins, generative AI and accessible tools such as WhatsApp ensures immediate results at a competitive cost.

  • Global scalability: its modular and multilingual architecture allows easy replication across different contexts and international markets.

  • Deep impact: beyond efficiency, this technology opens new opportunities for highly personalized experiences that go beyond accommodation.

Results: greater efficiency and a better experience

The first results of this initiative are not only promising but also demonstrate real transformation. Here are some key indicators:

  • First successful implementation: a hotel chain with 2,000 beds has already adopted this technology.

  • Effortless customization: the system is configured through specific rules and hotel-tailored databases.

  • Operational efficiency: staff manage tasks and requests directly through WhatsApp, reducing time and errors.

  • Unlimited scalability: its modular design allows application in hotels of any size or location.

Imagine the impact on your business: what if this were your next step?

This case is more than inspiring. It raises a crucial question for business leaders: what opportunities are you missing by not adopting disruptive technologies like this one?

The key to success lies not in following traditional paths but in daring to innovate with solutions that transform processes and relationships. Which areas of your business could benefit from similar integration? And what if the next major innovation was the one you decided to implement?

Dare to think differently. Analyze this case and reflect on how it could be adapted to your business needs. Innovation does not wait, and the future is already here. Shall we make it happen together?

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