What professional profiles will join the industry after the crisis?


“They are going to look like new positions in the field of health. There will be veterinary biologists who will take care of all aspects of the diet that is in the hotel. And also psychologists. There are many difficulties and more in these times that we are living with many traumas, diseases and limitations and that has to be collected by society: in the university, in companies and in the public, “Preciados advanced.

In this sense, he recalled that his company already has psychologists in the hotels and stressed the importance of their work. “Everything that facilitates the relationship with the client and makes it the best possible is essential,” he stressed.

Thus, he explained that these new professions, also in the environmental field, are going to become part of the sector and of the relationship with the client. “The moment is exciting. In technology, social, training and what are people, human resources, there will be a tremendous transformation,” he stated

Regarding the professionals of the tourism sector of the future, the speakers highlighted the importance of interpersonal relationships and values.

“The more technology, the more important it becomes the contribution of added value generated by human treatment with the client. The winning axis will be the one that achieves the balance between both trends, ”said Díez de Lastra, who stressed that it is not so much about teaching the operation of a specific technology, because the great advances in the matter would make it obsolete in a few months, but the priority is that students can identify which technology is appropriate for their professional projects. “Students must be trained to identify which technology is key to their value processes,” he explained.

A moment of the virtual act.

“You have to be easy to understand, empathize, convince and communicate with the other. You have to put the icing on this: be exemplary, ethical, grow always be based on values ​​”added Preciados.

“We are facing a real revolution, the future is here now,” said Butler, who agreed that the future of tourism goes through training, “focus on people” and the attraction and retention of talent.

Social responsability

On the other hand, the executive director of the UNWTO explained that social responsibility is one of the essential tools to boost tourism growth after the pandemic. “In recent decades, companies and organizations have focused enormously on the economic factor, but we must not forget that social impact is key and that our industry is, precisely, an industry of people ”.

To this day, he noted, It is urgent to promote a more responsible tourism model, that has a greater public-private collaboration and more intelligent destinations that allow studying the state of this industry through rigorous and reliable data, in order to launch adequate tourism policies.

For Butler, the industry will face two great revolutions in the coming years: the circular economy and social impact.

“Companies are not going to disappear out of sheer economic necessity, clients and society will make them disappear when people discriminate based on proposals that generate added social value,” warned Preciados, who considered it essential that companies rethink their roadmaps and bet not only on economic profitability, but also social

In this regard, the general director of Les Roches Marbella pointed out that in this equation it is the universities that must lead the change. “Universities should be a beacon that illuminates the way forward for future generations, and we must do so by example.”

Regarding the main challenges that this poses for educational institutions, Díez de Lastra assured that there is a critical factor: prepare young people to be truly aware of their role as future leaders in situations as critical as the present one. “From Les Roches we have incorporated crisis management into our programs so that students are aware of its impact, and that it is not only about knowing how to react economically,” he explained.

Finalist projects

During the event, UNWTO and Sommet Education, made up of Les Roches, Glion Institute of Higher Education, and Ecole Ducasse, presented the three finalist projects of the ‘Hospitality Challenge’ contest that have received a training grant in Les Roches, all linked to technology, social commitment and entrepreneurial capacity.

Zeynep Demirbilek, founder of Service Club Delivery, unveiled her contracting solution to improve delivery conditions; Ana María Poley, creator of Coliving Hotels, her medium and long-term shared housing rental platform; and Katia Rivera, promoter of Little Big Travel, a provider of travel and experiences in non-crowded places.

In the words of Carlos Díaz de la Lastra, “seeing this dynamic makes us all have great hopes in the sector. Ideas such as those presented show how entrepreneurs can keep tourism and travel at the forefront of sustainable development ”.