notitur.com August 27, 2026
Hotel TechnologyPublished August 27, 20261 min read

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

JSBy Joan SanzCurated by Joan Sanz. · August 27, 2026 · Follow on LinkedIn
Voice reading · ~1 min

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: occupancyOccupancyOccupancy is the percentage of rooms sold out of those available over a period. It is one of the three basic metrics alongside ADR and RevPAR. On its own it says little, because filling the hotel by giving rooms away..., 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.

Quick questions

What did Matías Celdrán say about hotel data?
Celdrán, Nethits' sales director, says hotel information exists but arrives late or fragmented, which prevents good decision-making.
Why does hotel information arrive late?
Because data is spread across different systems and departments, and without integration, it doesn't get to the decision-maker in time.
What does the stethoscope have to do with hotels?
Celdrán uses it as an analogy: the stethoscope lets a doctor hear what already exists, just as technology should let hotels hear their data.
How can hotels fix data fragmentation?
By integrating systems and centralizing information so it flows in real time to decision-makers, avoiding disconnected reports.
What does a hotel gain from connecting its data?
Faster reaction, sharper revenue and operations decisions, and a real edge over competitors still stuck with data silos.

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