In tourism, Artificial Intelligence is no longer an exclusively technological topic; it has become a strategic priority. For leaders, it is no longer enough to understand AI’s potential at a conceptual level; it is essential to integrate it into their own decision-making and management practices.
When leaders use these tools actively and consistently, they not only shape the trajectory of cultural transformation, but also strengthen their legitimacy and facilitate their teams’ effective engagement in the change process.
October 2026
8h
In-person
600€*
Leaders in hospitality and tourism play a decisive role in addressing the sector’s multiple challenges, from pressure on the customer experience to human resource shortages and the demand for greater operational efficiency.
In this context, training in Artificial Intelligence should be regarded as a strategic priority, serving as a key enabler for leaders to integrate technological solutions in a critical, sustainable, responsible, and effective manner, aligned with organizational objectives.
This course, AI for Leadership (C-Level) in Hospitality and Tourism, is part of a program of three courses, which may be attended independently or as a complete set.
Each course corresponds to a distinct dimension of knowledge or function within tourism: introductory, advanced, and more strategic (for leaders).
The two additional courses are:
-Introduction to AI for Hospitality and Tourism
-Applied AI and Automation in Hospitality
15% or 20% discounts apply to the total tuition fee for those enrolling in two or three courses, respectively.
This course was designed for leaders in the hospitality and tourism sector who want to understand AI and, above all, apply it in a practical, strategic, and effective way through real industry cases and tools that generate tangible results.
The course includes a strong component of data analysis and Business Intelligence using AI, as well as best practices for managing digital transformation and cultural change. One of the key factors for organizational success in implementing AI across teams lies in the rigorous application of change management best practices.
Explore the main topics covered in this course:
Organizing data and creating intelligent reports using AI
Using AI for forecasting and customer analytics
Responsible AI for leaders: ethical guidelines, governance, and Responsible AI toolkits
Increasing organizational value through AI while maintaining human oversight and cost efficiency
Organizational automation: identifying, simplifying, and automating repetitive administrative tasks
Practical use cases and demonstrations of AI solutions used in the hospitality and tourism market
Real case studies with industry experts
Change management: leading the strategic adoption of AI and empowering teams
Mapping processes and customer journeys to identify AI opportunities and develop an implementation roadmap
This C-Level course was designed to strengthen strategic decision-making capabilities in highly complex and rapidly transforming contexts within the hospitality and tourism sector, particularly in relation to the structured integration of Artificial Intelligence into operations and business models.
It addresses the definition of AI investment priorities, data governance and organization for intelligent reporting and forecasting, criteria for adopting predictive and automation solutions, as well as the associated ethical, regulatory, and risk implications. The course also explores the impact of AI on value creation, cost efficiency, and the redesign of critical processes, while maintaining the central role of human oversight.
Based on real industry cases, executive demonstrations of market solutions, and applied exercises in process mapping and implementation roadmap development, the course combines strategic framing with practical application. Active participation is essential to consolidate an integrated perspective on how to lead the structured, strategic adoption of AI and empower teams to execute it sustainably.
It is aimed at professionals in leadership roles, such as general managers, department directors, senior executives, hotel owners, and hospitality group managers who have basic knowledge of AI and wish to lead technological transformation within their hotels or tourism businesses. It is suitable for leaders who want to guide their teams in a highly productive, creative, and, above all, responsible business environment.
This course was designed for those who wish to integrate AI into data analysis and the creation of Business Intelligence reports.
It is applicable to all hotel departments, including operations, marketing, sales, reservations, finance, human resources, and revenue management.
It is intended for professionals in the tourism and hospitality sector without prior technical expertise in AI; however, having basic AI knowledge, completing an introductory course, or possessing equivalent knowledge is recommended.
Founder & CEO | Technology Development | Software Product Manager | Product Owner | AI specialist | Teacher | Revenue Manager | Risk manager
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.
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