The world of tourism and the hotel industry have witnessed a remarkable evolution in recent years, especially in the context of a world marked by the COVID-19 pandemic. According to the latest World Tourism Barometer from the World Tourism Organization (UNWTO), international tourist arrivals in the first quarter of 2023 have reached an impressive 80% of pre-pandemic levels, compared to the same period in 2019. This 86% growth from the previous year reflects the ongoing strength of international tourism, with approximately 235 million tourists traveling internationally during the first three months of the year. In this dynamic context, hotels play a fundamental role as they have had to adapt and evolve to meet the changing demands of travelers while providing memorable experiences. Emerging tourism trends As we have discussed on previous occasions, sustainability has become a key aspect of tourism in 2023. Travelers are increasingly concerned about the environmental and societal impact of their trips, charting new paths to destinations that not only captivate their imagination but also contribute to environmental conservation. Concrete examples of this trend include the growing demand for eco-friendly accommodations, the rise of volunteer travel, and the popularity of destinations with sustainability certifications. Furthermore, health and wellness tourism has taken on a