notitur.com August 30, 2026
Hotel TechnologyPublished August 30, 20261 min read

Tech is not strategy, it's the tool to execute it

JSBy Joan SanzCurated by Joan Sanz. · August 30, 2026 · Follow on LinkedIn
Voice reading · ~1 min

Javier Ortiz, founder of Sextaplanta, puts it bluntly: technology is not a strategy, it's the tool that lets you implement one. The quote, picked up by 10 Minutes News Espagnol, comes at a time when hoteliers face serious hurdles: complex integrations, implementation costs, lack of technical know-how, and doubts about ROI.

I see it every day. Hotels buy a revenue management systemRMSA revenue management system uses demand, competitor and booking data to recommend the optimal price for each room and date. It automates decisions the revenue manager used to make by hand. IDeaS and Duetto are among t... because the property next door has one, without checking whether it solves anything. Others pile up tools that don't talk to each other and end up with a digital Frankenstein. Ortiz's point is that the what and why come first, the how later. It sounds obvious, but it's not.

The fix isn't to ditch tech, it's to spend time defining strategy and then picking the right tool. Tech is the vehicle, not the destination. For the average hotelier, the lesson is simple: before signing any contract, ask what strategic problem you're solving. No answer? Bad deal.

Quick questions

What does 'tech is not strategy' mean?
It means technology is a tool to execute a business strategy, not an end in itself. Set goals first, then choose tech that helps you hit them.
What are the barriers to tech adoption in hotels?
The main ones are complex integrations, implementation costs, lack of technical skills, and doubts about return on investment.
How should a hotel choose its technology?
It should start from a clear business strategy and pick tools that solve specific problems, not because competitors use them.
What is Sextaplanta?
A tech consultancy for hotels that helps define digital strategies and select the right tools to implement them.
What advice does Javier Ortiz give hoteliers?
Before buying any tech, think about which strategic problem you're solving. Tech should be the vehicle, not the destination.

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