Recently, Shiji had the opportunity to sit down with César Pérez, Director of Quality and Sustainability at Vincci Hotels, for another episode of the Shiji Insights podcast.ShijiTheir conversation touched on several critical themes in hospitality today—hyper-personalization, employee satisfaction, sustainability, and the role of technology. We reflected on how the industry is evolving and, importantly, what remains unchanged: the significance of the human connection.

AI and Hyper-Personalization

“Hyper-personalization is becoming more critical than ever as customer categories continue to blur.”

AI plays a significant role in enhancing guest experiences, particularly through hyper-personalization. Hyper-personalization refers to the ability to tailor every aspect of the guest's stay to their specific preferences, and Vincci is deeply invested in it.

Whether a guest stays for business, leisure, or a mix of both, Vincci aims to provide a custom-made, seamless experience. This requires advanced tools and technology, from AI-driven semantic analysis to robust CRM systems that help track guest preferences.

AI is used to analyze guest feedback in real time, allowing the team to identify areas for improvement and opportunities to enhance the guest experience. By understanding what guests value—whether it's a quiet room, specific amenities, or personalized services—Vincci Hotels can adapt their offerings accordingly. AI also helps manage the vast amount of data collected from various sources, ensuring that the insights generated are actionable and meaningful.

However, while AI and technology provide the backbone for these efforts, the human element must always be present. Technology cannot replicate the ability to anticipate a guest's needs, offer a warm greeting, or go above and beyond in an authentic way. The key is to “free employees from administrative tasks” so they can focus on what they do best: creating memorable guest experiences.

Embracing Technology Without Losing the Human Touch

“Personalized attention, care, and detail still require a human touch,” he said.

The heart of hospitality lies in the interactions between guests and staff. While technology can streamline processes and provide valuable insights, it should never diminish the warmth and genuine connection that define a great hotel experience.

One area where technology has made a significant impact is understanding customer needs. Vincci Hotels uses AI and semantic analysis to personalize the guest experience more effectively. Their reputation management tool gathers detailed insights into what guests value most. For example, if a guest prioritizes “tranquility,” semantic analysis can identify specific issues—like slamming doors in the hallway—that may disrupt that sense of calm.

“We have to make a tailored suit for each customer—hyper-personalization requires tools, analysis, and technology.”

Simplifying technology for guests is crucial. Vincci Hotels encountered challenges with overly complex room automation systems, where guests struggled with basic tasks like turning off the lights. This highlights the importance of keeping technology user-friendly in hospitality.

The Changing Nature of Customer Needs

Over the past few years, there has been a noticeable shift in how people perceive travel and leisure. The pandemic, in particular, altered how people view vacations—what used to be a luxury is now seen by many as a necessity. “We’ll have to redo Maslow’s pyramid and fit it somewhere,” he joked, referring to how leisure has moved up in importance for many people.

It’s no longer enough to offer a place to stay; hotels must create meaningful and personalised experiences that resonate with each guest’s unique preferences. This is where technology, data, and the human touch come together. Vincci Hotels personalizes the guest experience by leveraging AI and semantic analysis while ensuring every interaction feels genuine and thoughtful.

The Power of Employee Satisfaction

“In the end, they are customers too, internal customers.”

The emphasis on employee satisfaction is a crucial aspect often overlooked when discussing hospitality. The industry must ensure that working in a hotel is rewarding—not just financially but also personally fulfilling. The hospitality industry can be challenging with its long hours and often demanding workload. It is up to hoteliers to create an environment where employees feel valued, respected, and motivated. This, in turn, translates into better service for guests.

Employees who struggle—whether with issues at home or a lack of support at work—will likely reflect these challenges in their interactions with guests. Therefore, Vincci Hotels is committed to creating an environment that provides professional growth opportunities and supports its staff more holistically.

A Story of Growth and Adaptability

Vincci Hotels was founded about 23 years ago by the Calero family, who were no strangers to the hospitality sector. Their initial goal was straightforward: to create a brand focused on providing high-quality service in the 4- to 5-star segment. The company caters to guests, from those seeking a luxury urban stay to those looking for a vacation retreat. Maintaining this focus has allowed them to provide consistent quality across all their properties.

Vincci has weathered many crises, from the economic downturn in 2008 to the challenges of COVID-19. Each crisis presented difficulties but also opportunities for growth and learning. The company used these challenges to strengthen their dedication to quality and sustainability.

Sustainability

“Any initiative requires prior measurement.”

Measuring sustainability is critical. He pointed out that the only way to ensure progress is to have the right tools and data to measure impact. Sustainability is closely tied to quality improvement, with the same attention and rigor applied to both areas. Vincci is committed to continuous improvement in reducing energy consumption, managing waste, and creating sustainable guest experiences.

Vincci focuses on gathering guest feedback regarding sustainability efforts, such as room features and energy-saving devices. This guest involvement enhances the stay experience and aligns with the growing demand for environmentally conscious hospitality.

The Future of Vincci Hotels

Beyond ongoing geographical expansion, Vincci also focuses on enhancing its technological capabilities and sustainability practices. Actively working on incorporating more advanced automation and AI technologies across its operations, all with the aim of improving guest satisfaction and streamlining internal processes. A vision that aligns perfectly with Vincci’s commitment to thoughtful and well-paced growth.

“You don’t have a minute of rest.”

The industry constantly evolves, and there is always something new to learn. Staying adaptable and open to change makes the hospitality industry rewarding. But this variety—the ability to be involved in everything from guest service to operational improvements—makes working in hospitality so exciting.

Conclusion

The hospitality sector is continually changing, influenced by technological progress and changing customer demands. But at its core, it’s about people—both guests and employees. Vincci Hotels’ approach to balancing these elements is a testament to its commitment to quality, sustainability, and genuine hospitality.

The future of hospitality is about embracing technology without losing the human touch. It’s about creating a tailored experience for each guest while ensuring that employees feel valued and supported. It’s all about expanding with consideration, remaining loyal to the brand, and creating a positive influence on guests and the environment.

Successful hotels understand and appreciate the power of the human connection. They use technology to enhance that connection, not replace it, and they will continue to put guests and employees at the heart of everything they do.