# Bilbao 2036: more hotel tech, but keep the human touch

Canonical-URL: https://notitur.com/en/digest/bilbao-2036-hotel-tech-human-touch
Text-Version: https://notitur.com/en/digest/bilbao-2036-hotel-tech-human-touch.txt
Markdown-Version: https://notitur.com/en/digest/bilbao-2036-hotel-tech-human-touch.md
Language: en
Published: 2026-08-22T18:32:30.031Z
Modified: 2026-08-22T18:32:30.031Z
Author: Joan Sanz
Topics: Hotel Technology
Summary: The Bilbao roadshow paints a future where hotel tech and human touch go together. My take: AI won't take jobs, it gives staff time to be better hosts.

## Article

The **Smart Travel News Roadshow Bilbao** put a tough question on the table at the Spirit Hotel Gran: what will Bilbao's hotel scene look like in ten years? The debate, as expected, revolved around technology. There will be automation, data and maybe the odd reception robot, but my read is clear: the human touch is not a brake, it's the differentiator.

Here's how I see it: AI can carry bags, handle check-in and predict that you like a firm pillow. What it can't do is tell you a good story about Bilbao with a smile. It's not about picking between machine or person. The best scenario puts technology to work in the invisible parts, so people can handle the visible ones. That's my take, and I think the [roadshow](https://www.smarttravel.news/bilbao-2036-mas-tecnologia-en-los-hoteles-pero-sin-perder-el-factor-humano/?utm_source=rss&utm_medium=rss&utm_campaign=bilbao-2036-mas-tecnologia-en-los-hoteles-pero-sin-perder-el-factor-humano) is getting at exactly that.

The hotel that brings tech in without dehumanising the experience will have an edge in 2036. The one that uses it to cut staff will feel it in the reviews.

## Sources

- Smart Travel News: https://www.smarttravel.news/bilbao-2036-mas-tecnologia-en-los-hoteles-pero-sin-perder-el-factor-humano/?utm_source=rss&utm_medium=rss&utm_campaign=bilbao-2036-mas-tecnologia-en-los-hoteles-pero-sin-perder-el-factor-humano

## Citation

Bilbao 2036: more hotel tech, but keep the human touch. Notitur. 2026-08-22. https://notitur.com/en/digest/bilbao-2036-hotel-tech-human-touch