# Iberia, Sepla, Revinate, Hola Antonio, ITH, Virgin Atlantic, Travelodge and WTTC

Canonical-URL: https://notitur.com/en/digest/iberia-sepla-revinate-hotel-ai-calls
Text-Version: https://notitur.com/en/digest/iberia-sepla-revinate-hotel-ai-calls.txt
Markdown-Version: https://notitur.com/en/digest/iberia-sepla-revinate-hotel-ai-calls.md
Language: en
Published: 2026-09-25T11:02:11.434Z
Modified: 2026-09-25T11:02:11.434Z
Author: Joan Sanz
Topics: Hotel Technology, Artificial Intelligence, Airlines
Summary: Iberia's deal with its pilots locks down the Madrid hub. Hotel AI falls short: 92% of calls fail to capture guest details.

## Article

# Today's brief

The day leaves two stories pointing at the same place from different angles: Spanish aviation closes a labour chapter that had been open for years, and hotel technology exposes its most expensive weak spot, call handling.

**Iberia and Iberia Express sign a new framework with Sepla.** Marco Sansavini, Iberia's top executive, put it plainly: the deal with the pilots was essential for the Madrid hub ([Preferente](https://www.pense.com/rss1/sansavini-el-acuerdo-con-los-pilotos-era-fundamental-para-el-hub-de-madrid-352133.html)). The agreement comes after a negotiation that dragged on for several years and clears the future of Iberia Express, which had long been living under a cloud over its operating model.

- **Iberia Express** sees its role within the group confirmed.
- The **Madrid hub** gains operational stability just as competition for Europe to Latin America traffic tightens.
- The deal is signed with **Sepla** union branches at both carriers.

My take: this is not just labour peace. It is competitive infrastructure. Barajas needs short-haul connections feeding its long-haul routes, and without a stable labour framework for Iberia Express that gear grinds. For the business traveller, more frequencies and less risk of conflict-driven cancellations.

## Hotels

**Stonebridge expands its portfolio with a dual-branded asset in Atlanta.** The privately owned US hotel operator has added a Courtyard and a sister brand in the heart of Midtown Atlanta's arts and entertainment district ([eHotelier](https://insights.ehotelier.com/global-news/2026/09/25/stonebridge-adds-dual-branded-property-in-heart-of-atlanta-midtowns-arts-entertainment-district-to-managed-portfolio/)). The dual-branded model keeps gaining ground in the US: two brands, one front desk, shared costs and a price range covering two segments without cannibalising each other. For an operator, that is pure efficiency.

**Travelodge takes its employability programme to Manchester.** After the 2024 Liverpool pilot, the British chain is extending Care to Career with a four-day bootcamp for 18 to 30 year olds leaving the care system, with guaranteed interviews at the end ([Hospitality Net](https://www.hospitalitynet.org/news/4134579/from-care-to-career-travelodge-expands-employability-programme-to-manchester)). In a sector where staff turnover at reception and housekeeping remains headache number one, fishing for talent where nobody else looks is smart. And it works as employer branding.

**Luxury is also being designed from the Pacific.** Casa Caban Hayama, Tomorrowland's first hotel, opens on the coast of Sagami Bay outside Tokyo with interiors by Patricia Urquiola ([Wallpaper](https://www.wallpaper.com/travel/hotels/casa-caban-hayama-review)). The move blends festival brand with authored hospitality, a formula Europe has already tested and that lands in Japan with international tourism at a peak. Travel's contribution to Japan's GDP reaches **$343.1 billion**, seventh worldwide for international visitor spending.

## Airlines and travel

**Virgin Atlantic turns up the heat on SAF.** Corneel Koster, CEO of the British carrier, has called for more progress on scaling sustainable aviation fuel and issued a clear warning: you cannot make customers pay more without a real environmental benefit ([Skift](https://skift.com/2026/09/24/virgin-atlantic-ceo-calls-for-more-progress-on-saf/)). SAF remains stuck in supply chain bottlenecks and its price is several times that of conventional jet fuel.

Koster is poking an uncomfortable sore. European airlines have spent years selling offsets and green fares that passengers pay for without quite knowing what they are buying. If SAF does not scale, that story collapses. My view: transparency here is not altruism, it is reputational survival. Business travellers are starting to ask awkward questions in their companies' travel policies.

**Japan makes its institutional move.** WTTC, JATA and Tourism Expo Japan have signed a memorandum of understanding to drive collaboration and growth in Japanese tourism ([Hospitality Net](https://www.hospitalitynet.org/news/4134578/wttc-jata-and-tourism-expo-japan-join-forces-to-drive-japans-global-tourism-growth)). With the country ranked seventh worldwide for international spending, public and private machinery is coordinating so as not to miss the moment. If you have Japan product in your catalogue, look at it closely.

## AI in travel

**Hotel AI is still failing at the basics: calls.** Revinate's 2026 report reveals that **92% of calls to luxury hotels fail to capture guest details** ([Hospitality Net](https://www.hospitalitynet.org/podcast/4134580/the-hidden-revenue-opportunity-in-your-hotel-budget)). Front desks underperform compared with central reservations offices, and only **41.9% of calls are monitored**. As we flagged yesterday in [The money your hotel loses on calls nobody picks up](/en/digest/ia-reservas-hotel-llamadas-revinate), there is revenue slipping down the drain with nobody checking the bill.

Karen Stephens, Revinate's CMO, points to a damning figure: **95% of AI deployments fail to improve profit** because of poor handoffs between machine and human. AI handles simple queries, but when the case gets complicated and nobody picks up the baton, the guest hangs up and the booking goes to the OTA. This is not a technology problem, it is a process problem.

**Meanwhile, AI is sneaking in through the guest's door.** Hola Antonio, from Spanish startup Hekima Labs, is a WhatsApp assistant that hostels and short-term rental managers offer as a welcome amenity so tourists avoid tourist traps ([Smart Travel News](https://www.smarttravel.news/hola-antonio-la-ia-que-las-recepciones-regalan-a-sus-huespedes-para-que-no-caigan-en-trampas-turisticas/)). It is a curious approach: instead of selling AI as an internal tool, it is gifted to the guest as added value. In properties without 24-hour reception, that accompaniment can make the difference in reviews.

**The detail that makes me doubt automated travel agents.** In OpenAI's own example, ChatGPT remembers a traveller needs a cold room and prefers quiet restaurants, but does not remember the name of the hotel that gave her both ([Hospitality.today](https://www.hospitality.today/article/the-agent-remembers-what-she-liked-not-where-she-stayed)). That is the trap: conversational AI builds preference without building brand loyalty. The hotel becomes invisible inside the answer. If your distribution strategy relies on showing up in those answers, you had better have a distinctive, memorable identifier.

## Startups and funding

**Hotel robotics pitches in Valencia and Benidorm.** ITH has taken its data and robotics tour to the two Valencian cities, with backing from the regional government, to bring applied technology closer to local properties ([ITHotelero](https://www.ithotelero.com/noticias/valencia-y-benidorm-se-convierten-en-las-capitales-de-la-tecnologia-y-robotica-aplicada-a-hoteles/)). Benidorm is a perfect lab: high volume, brutal seasonality and tight margins. If robotisation works there, it works anywhere.

The companies worth a look today:

- **Hekima Labs** (Spain): launches Hola Antonio, an AI travel companion on WhatsApp that hostels and short-term rental managers gift to their guests.
- **Revinate** (US): its report exposes the hole in hotel calls and the lack of handoff between AI and human agents.
- **Travelodge** (UK): expands its employability programme to Manchester after the Liverpool pilot.
- **Stonebridge** (US): adds a dual-branded asset in Midtown Atlanta to its managed portfolio.

## What we are watching

- **ITB Asia in Singapore**, 21 to 23 October: the first big Asian gathering after Japan's record numbers.
- **World Travel Market London**, 3 to 5 November: we will see how many airlines arrive with concrete SAF announcements and not just promises.
- **The AI rollout in hotel reservations**: if Revinate is right, central reservations is about to become the star department of 2027.
- **How Iberia's competitors respond** at the Madrid hub, with Air Europa and long-haul low-cost carriers watching closely.

The Iberia deal is the story of the day because it unlocks something stuck for years and has measurable consequences for connectivity. But the story that should unsettle a hotel director most is the 92% one. That percentage does not measure a technology problem, it measures a revenue opportunity hidden in every call nobody answers properly. AI will not fix it alone, and whoever understands that first will keep the direct booking they are currently gifting to the OTA.

## Sources

- Hospitality Net: https://www.hospitalitynet.org/news/4134579/from-care-to-career-travelodge-expands-employability-programme-to-manchester
- Skift: https://skift.com/2026/09/24/skift-global-forum-decoding-the-new-premium-traveler/
- Wallpaper: https://www.wallpaper.com/travel/hotels/casa-caban-hayama-review
- eHotelier: https://insights.ehotelier.com/global-news/2026/09/25/stonebridge-adds-dual-branded-property-in-heart-of-atlanta-midtowns-arts-entertainment-district-to-managed-portfolio/
- Hospitality.today: https://www.hospitality.today/article/the-agent-remembers-what-she-liked-not-where-she-stayed
- Preferente: https://www.pense.com/rss1/sansavini-el-acuerdo-con-los-pilotos-era-fundamental-para-el-hub-de-madrid-352133.html
- Smart Travel News: https://www.smarttravel.news/hola-antonio-la-ia-que-las-recepciones-regalan-a-sus-huespedes-para-que-no-caigan-en-trampas-turisticas/
- ITHotelero: https://www.ithotelero.com/noticias/valencia-y-benidorm-se-convierten-en-las-capitales-de-la-tecnologia-y-robotica-aplicada-a-hoteles/
- Hospitality Net WTTC: https://www.hospitalitynet.org/news/4134578/wttc-jata-and-tourism-expo-japan-join-forces-to-drive-japans-global-tourism-growth
- Skift SAF: https://skift.com/2026/09/24/virgin-atlantic-ceo-calls-for-more-progress-on-saf/
- Revinate Podcast: https://www.hospitalitynet.org/podcast/4134580/the-hidden-revenue-opportunity-in-your-hotel-budget

## Citation

Iberia, Sepla, Revinate, Hola Antonio, ITH, Virgin Atlantic, Travelodge and WTTC. Notitur. 2026-09-25. https://notitur.com/en/digest/iberia-sepla-revinate-hotel-ai-calls