Digitalisation as an ally for the enhancement of tourism assets
Today we interviewed Ramón Garayar to find out what place digitalisation and technological processes occupy in the management of TAG and in the operation of our different tourism assets.
1. At what level or area of the organisation is the digital transformation of your company being led?
“From the CEO to the ICT and Administration departments, which are working together and continuously to integrate and harmonise the systems, but the entire organisation is involved”.
2. To what extent is digital transformation going to become a lever for competitiveness?
“In fact, it already is, through its potential as a driving force and its transversal nature within companies. All companies in the sector were already immersed in an unstoppable process of digitalisation. The crisis has accelerated its implementation and integration not only in the field of operations, but also in processes and, of course, in the framework of customer relations. And all this adds up to gaining competitiveness, and this effort is rewarded with a strengthened market position”.
3. What role does investment in technology play in tourism assets in order to increase their value?
“A fundamental role insofar as it is favouring the adoption of new business models aimed precisely at repositioning and revaluing assets. The capture of information and data, their analysis, interpretation… through digital processes give us an agility and scope that optimise the effort and facilitate better decision making to carry out the best operational, commercial or customer service strategy. The consequence of all this is the integral and cohesive improvement of our projects”.
4. And at management level?
“At the management level, it is unthinkable not to count on technological tools and all their potential for the reasons I mentioned in my previous answer: data extraction and customer relations. And for this it is important to choose that technological partner that is involved from the very first moment in the reality of the project, in its timescales, in the unique needs of each and every one of them. From these travelling companions we expect knowledge and agility, but also empathy and an aptitude for continuous improvement”.
5. How can digital transformation become a lever in your sustainability strategy?
“If we talk about sustainability in terms of business viability and future projection, it is a must, an axis on which the day to day pivots. If we stick to the concept of sustainability linked to consumption and optimisation of supplies (electricity, water…), the contribution of technology includes the possibility of monitoring to minimise the impact as much as possible and promote environmental care. And of course it has a clear social derivative that affects the quality of work, with much more orderly processes that also involve continuous training of the team without forgetting that it also facilitates the exchange of information and knowledge”.
6. Who is going to transform digitally at a faster rate, the client or the hotel companies?
“It is clear that the market, the individuals who make it up, have changed and continue to change at a rapid pace and in logical evolution. More educated and informed than ever, we live together with 3 and 4 or even 5 generations, the last two being pure digital natives. The demands of such a varied market require us to be flexible, adaptable and agile in order to provide the right response to all of them. In this race for adaptation, hotel companies have, above all, a role of permanent listening and the responsibility to be in continuous improvement. It would be perfect if we were always able to stay ahead of the customer”.
7. Finally, do you think that technology is going to change the relationship between property and management? If so, in which direction?
“It has already changed it. From the presentation of information reports (CAPEX and reporting) both in terms of content and form (transparency) to the almost permanent connectivity and the way of maintaining contact that allows for real-time monitoring of the status of projects and assets, including the increased capacity to make projections, include variables and show scenarios in record time for recapitulation, processing and analysis of the information to convert it into useful knowledge, so necessary in joint decision making”.