The hotel industry debates its future in the Balearic Islands, with Antonio Catalán among the day’s leading voices.
On 1 July, Antonio Catalán, President of ACHM Hotels by Marriott, took part in the second edition of the “Future and Competitiveness of the Hotel Industry” forum, organised by the Association for the Progress of Management (APD). The event brought together executives, experts and industry leaders to reflect on the major challenges shaping the present and future of a sector undergoing profound transformation.
The Balearic Islands, one of the world’s most competitive tourism destinations, provided the setting for the event. It was also an especially symbolic backdrop: a destination that perhaps better than any other embodies the tensions and opportunities currently defining Spain’s hotel industry.
Antonio Catalán at APD’s “Future and Competitiveness of the Hotel Industry” forum
Closing panel on scenarios and strategies
Antonio Catalán took part in the closing panel, focused on scenarios and strategies, alongside José Rodríguez, CEO of Sercotel Hotel Group. During the discussion, he shared his perspective on how to navigate the transformation of the industry, drawing on decades of experience building hotels and leading hospitality brands. He also addressed some of the questions that are currently top of mind for industry leaders. How should strategic decisions be made in times of uncertainty? What role does the brand play alongside operational excellence? How can companies anticipate the changes ahead without losing sight of what matters most?
These are not easy questions. However, Antonio Catalán approaches them from a unique position: that of someone who has not only managed hotels, but also built some of Spain’s most recognised hotel brands from the ground up. As the founder of NH Hotels and AC Hotels, he has led ACHM Hotels by Marriott since 2011, a company that today operates more than 75 properties and 10,000 rooms under Marriott brands across Spain, Italy and Portugal. His career is therefore that of someone who knows the industry from within and continues to play an active role in its evolution.
His participation in forums of this kind is no coincidence. Rather, it reflects a conviction that has shaped his career: the hotel industry is also built beyond the walls of its hotels, in spaces where industry leaders come together to think, debate and shape the road ahead.
APD’s “Future and Competitiveness of the Hotel Industry” forum
An industry at a crossroads
The APD forum took place at a particularly complex moment for the industry. The hotel sector is facing simultaneous pressures on multiple fronts. On the one hand, the evolving global geopolitical landscape is directly affecting tourism flows and international traveller confidence. On the other, inflation and pressure on operating costs are forcing companies to become more efficient. However, this efficiency cannot come at the expense of service quality, which remains the key differentiating factor in an increasingly competitive market.
These challenges are compounded by profound changes in consumer behaviour. Today’s traveller is more demanding, better informed and has higher expectations than ever. A good bed and breakfast are no longer enough: travellers are looking for experiences, authenticity and a genuine connection with the destination they visit. Adapting to this new customer profile is therefore one of the major challenges facing the industry.
Perhaps the most pressing challenge, however, is talent. Attracting, retaining and developing professionals in the hotel industry has become a strategic priority. It is therefore not simply a human resources issue. Above all, it is a factor that determines a company’s ability to grow, innovate and differentiate itself in an increasingly demanding environment. In leading destinations such as the Balearic Islands, where competition is particularly intense, talent management can make the difference between a hotel that stands out and one that simply survives.
APD’s “Future and Competitiveness of the Hotel Industry” forum
ACHM Hotels by Marriott committed to industry dialogue
Antonio Catalán’s participation in the APD forum also reflects ACHM Hotels by Marriott’s commitment to collective reflection on the future of the industry. In a sector that demands greater adaptability than ever, contributing to the conversation around the challenges ahead is also a responsibility. It is the responsibility of a company that has spent more than a decade building leading hospitality experiences in Southern Europe and that, for this very reason, understands that its role goes beyond managing hotels. It also means actively contributing to shaping the industry of tomorrow.
Being present at forums such as APD’s is therefore far more than a symbolic gesture. It represents a clear commitment to dialogue, the exchange of ideas and the collective search for answers to questions that have no easy solutions. Because the future of the hotel industry will not be built by any one company alone. It will be shaped by an industry capable of thinking collectively, learning from its mistakes and adapting at the same speed as the world around it changes.
