# Tech is not strategy, it's the tool to execute it Canonical-URL: https://notitur.com/en/digest/tech-strategy-hotels-sextaplanta Text-Version: https://notitur.com/en/digest/tech-strategy-hotels-sextaplanta.txt Markdown-Version: https://notitur.com/en/digest/tech-strategy-hotels-sextaplanta.md Language: en Published: 2026-08-30T15:01:21.475Z Modified: 2026-08-30T15:01:21.475Z Author: Joan Sanz Topics: Hotel Technology Summary: Javier Ortiz, founder of Sextaplanta, argues that technology must serve hotel strategy, not the other way around. ## Article **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](https://www.smarttravel.news/javier-ortiz-sextaplanta-la-tecnologia-no-es-una-estrategia-es-la-herramienta-que-nos-permite-implementarla/?utm_source=rss&, utm_medium=rss&, utm_campaign=javier-ortiz-sextaplanta-la-tecnologia-no-es-una-estrategia-es-la-herramienta-que-nos-permite-implementarla), 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 system 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. ## Sources - 10 Minutes News Espagnol: https://www.smarttravel.news/javier-ortiz-sextaplanta-la-tecnologia-no-es-una-estrategia-es-la-herramienta-que-nos-permite-implementarla/?utm_source=rss&utm_medium=rss&utm_campaign=javier-ortiz-sextaplanta-la-tecnologia-no-es-una-estrategia-es-la-herramienta-que-nos-permite-implementarla ## Citation Tech is not strategy, it's the tool to execute it. Notitur. 2026-08-30. https://notitur.com/en/digest/tech-strategy-hotels-sextaplanta