Hotels have the data, but they don't use it in time

When Matías Celdrán, sales director at Nethits, compares hotel digital transformation to the invention of the stethoscope, it's not just a pretty metaphor. His point: the information is already in the hotel, but nobody is listening properly. In an interview on SmartTravel.news, Celdrán puts it bluntly: the problem isn't missing data, it's that it arrives late or fragmented.

In my view, the diagnosis is spot on. A hotel generates dozens of signals every day: occupancy, competitor pricing, guest complaints, booking patterns. But if each department stares at its own dashboard without connecting the dots, there is no full picture. The revenue manager makes decisions with half the information, and the general manager finds out what happened when it's too late to react.

So what can be done? Nethits' approach points to centralizing and integrating, making each data point travel in real time to the person who decides. I see a clear opportunity here: the hotel that connects its information silos will make better decisions daily, not next quarter. The tech is already here, the willingness to change the process is what's missing. And that, fortunately, can be trained.