Applied AI and Automation in Hospitality

Today, in the tourism sector, it is no longer enough to understand Artificial Intelligence (AI) at a conceptual or strategic level.

The true competitive advantage lies in the ability to apply AI practically, integrated into daily processes and decision-making. In a context where digital literacy has become essential, it will be the professionals who experiment with, test, and implement AI solutions who stand out.

Next Date
June 26–27, 2026
Length
9h
Format
In-person
Investment
600€

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Applied AI and Automation in Hospitality

Overview

The tourism sector has already begun taking its first steps in integrating AI and Agentic AI. Many organizations have experimented with tools, automated tasks, and tested new approaches. However, true transformation is still underway and requires more than isolated initiatives.

At this stage, the challenge lies in deepening skills, gaining a better understanding of technological possibilities, and using the tools already available in a structured way. It is not just a matter of acquiring and adopting emerging AI tools, but of knowing how to apply AI with strategic intent, operational impact, and consistency across the entire tourism value chain.

The course Applied AI and Automation in Hospitality focuses on automation and creativity using AI, as well as AI applied to various use cases (for example, within a hotel). This course is part of a program of three courses, which can be taken independently or together.

Each course corresponds to a distinct dimension of knowledge or role in tourism: foundational, more operational, and more strategic (for leaders).

The 2 additional courses are:

-Introduction to AI for Hospitality and Tourism

-AI for Leadership (C-Level) in Hospitality and Tourism

A 15% or 20% discount applies to the total tuition fee if you enroll in 2 or 3 courses, respectively.

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Course Content

This course has been designed for hospitality and tourism professionals who want to understand AI and, above all, apply it in a practical, creative, and effective way within their business. Through real industry cases and tools that deliver tangible results, participants will be able to overcome implementation barriers and avoid lengthy trial-and-error processes, achieving immediate impact in their daily professional activities.

Key topics covered in this course include:

Generative AI for creativity: creating images, videos, music, and ads using AI tools
Advanced cases and demonstrations of applied AI in tourism and hospitality
Marketing workshop: developing a campaign/ad using at least two AI tools
AI (and Agentic AI) in distribution and sales: new search and booking journeys
Creating a simple website with the support of AI assistants
Introduction to “vibe coding”: AI-assisted programming for those who want to create simple AI solutions or apps
Learning to create simple automations for repetitive tasks and internal processes

Learning Outcomes

This course allows participants to deepen their knowledge of Artificial Intelligence and apply it in practice to creative and operational tasks, exploring process automation in the hospitality and tourism sector, with 60% practical work (labs and projects) and 40% theoretical and demonstrative content.

With a focus on hands-on practice and continuous guidance from instructors, in-person participation is essential to achieve the intended results.

Participants Profile

Mid-level professionals in operational or executive roles who want to enhance the efficiency or creativity of their work through AI

Professionals who wish to simplify and automate repetitive and time-consuming tasks

Professionals who already use AI but want to gain knowledge in its practical application within the tourism and hospitality sector

It is recommended that participants are familiar with basic AI concepts or have already taken the Introduction to AI for Hospitality and Tourism course, or a similar course

Program Coordination

David Lamelas

Founder of Hotel Tech Market and UauAi, has over 15 years of experience creating value at the intersection of hospitality, revenue/BI, product management, technology, AI, and risk management.

He holds a Bachelor’s and a Master’s degree in Management from NOVA SBE (2009) and has never stopped learning. Naturally curious, he doesn’t go a year without taking a course. Before entering hospitality, he began his career as a risk analyst and internal auditor at the Santander Group. Long before the AI “buzz,” in 2018 he was already studying computer science, Python, SQL, data science, and Machine Learning while working in hospitality with groups such as Pestana Hotel Group, Details, and Lux Hotels. When he transitioned full-time to the technology sector, he maintained a practical approach, continuing to develop software and provide consulting in technology and revenue management for hospitality.

An entrepreneur by nature: at 23, he co-founded the NGO AHEAD, which has, since 2005, supported thousands of people in disadvantaged contexts through education. He also co-founded Biovilla (recipient of the “Rising Star” award at the European Business Awards for the Environment). He continues to teach courses in hospitality and technology.

He has a clear mission: to create valuable, relevant, and impactful solutions.

Currently, he is developing new software products and solutions with strong AI integration, aiming to generate added value for the hotel industry.

In the past year, he has tested more than 205 software programs and technological solutions that use AI and are designed to serve the hospitality and tourism sector. David believes that it is essential to teach and use AI, always in parallel with the responsibility inherent in its use and development.