{"id":5725,"date":"2025-12-03T10:41:13","date_gmt":"2025-12-03T13:41:13","guid":{"rendered":"https:\/\/hsmailatam.org\/?p=5725"},"modified":"2025-12-03T10:43:52","modified_gmt":"2025-12-03T13:43:52","slug":"hsmai-brasil-gabriela-otto-revela-tendencias-que-redefiniran-la-hoteleria-en-2026","status":"publish","type":"post","link":"https:\/\/hsmailatam.org\/en\/hsmai-brasil-gabriela-otto-revela-tendencias-que-redefiniran-la-hoteleria-en-2026\/","title":{"rendered":"HSMAI Brazil &amp; Latam: Gabriela Otto reveals trends that will redefine the hotel industry in 2026"},"content":{"rendered":"<p>By Gabriela Otto \u2013 President HSMAI Brazil &amp; Latam<\/p>\n\n\n\n<p>The hotel industry is at a pivotal moment. After a year of intense technological and commercial transformations, 2025 solidified trends that should guide the market in 2026 \u2014 from data integration and the strengthening of unified sales departments, to the evolution of Artificial Intelligence and the pursuit of total profitability.<\/p>\n\n\n\n<p>Gabriela Otto, president of HSMAI Brazil, analyzes this scenario in an exclusive interview for <em>Market &amp; Events<\/em>.<br><a href=\"https:\/\/www.mercadoeeventos.com.br\/noticias\/turismo-em-dados\/hsmai-brasil-gabriela-otto-revela-tendencias-que-vao-redefinir-a-hotelaria-em-2026\/\">https:\/\/www.mercadoeeventos.com.br\/noticias\/turismo-em-dados\/hsmai-brasil-gabriela-otto-revela-tendencias-que-vao-redefinir-a-hotelaria-em-2026\/<\/a><\/p>\n\n\n\n<div style=\"height:12px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Commercial performance dominated 2025<\/strong><\/h4>\n\n\n\n<p><strong>Market &amp; Events:<\/strong> As we approach the end of 2025, what were the main lessons learned and trends that impacted the hotel industry this year?<\/p>\n\n\n\n<p><strong>Gabriela Otto:<\/strong><br>The standout feature was commercial performance, a recurring theme in virtually every discussion throughout the year, particularly regarding digital marketing and distribution. New models emerged\u2014such as timeshare and serviced residential properties\u2014bringing new players and new management approaches.<\/p>\n\n\n\n<p>Another key point was the <strong>total profitability<\/strong>, looking not only at accommodation, but also at food and beverages, events, experiences, and additional services. This theme has always been present at the HSMAI Conference and will continue to be one of the pillars of the sector.<\/p>\n\n\n\n<p>I also highlight the creation and structuring of the <strong>unified commercial department<\/strong>. We no longer talk about sales or marketing in isolation, but rather as an integrated area that brings together four disciplines: Revenue Management, Marketing, Sales, and Distribution. International chains already operate under this model, and the trend is for it to expand in Brazil. Fragmenting teams\u2014marketing on one side, sales on the other\u2014no longer makes sense.<\/p>\n\n\n\n<div style=\"height:12px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>A unified sales department is urgently needed.<\/strong><\/h4>\n\n\n\n<p><strong>Market &amp; Events:<\/strong> Why is the creation of a unified sales department so necessary now?<\/p>\n\n\n\n<p><strong>Gabriela:<\/strong><br>Because the current fragmentation creates multiple problems. Marketing can create campaigns disconnected from the sales strategy, while distribution operates with different criteria or commissions that are not aligned.<\/p>\n\n\n\n<p>Having a central commercial area ensures <strong>alignment, consistency, and a long-term vision<\/strong>. This integration allows for intelligent planning and execution of strategies with a focus on results.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Technology does not replace human sensitivity<\/strong><\/h4>\n\n\n\n<p><strong>Market &amp; Events:<\/strong> How to balance automation and the human factor without losing the essence of hospitality?<\/p>\n\n\n\n<p><strong>Gabriela:<\/strong><br>The human factor is essential. Technology should reduce operational workload, not replace the professional&#039;s analytical skills. In our panel <em>Tech &amp; Human<\/em>, We saw that the 50% professionals want simple and efficient system integration, without technology becoming a burden.<\/p>\n\n\n\n<p>Today, Revenue Managers no longer fill out forms: they interact with AI systems, justifying decisions. Subjectivity remains a part of our industry. AI should free up time for professionals to think strategically.<\/p>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Adaptability will be the key competence of 2026<\/strong><\/h4>\n\n\n\n<p><strong>Market &amp; Events:<\/strong> What professional skills will be most in demand in this scenario of technological transformation?<\/p>\n\n\n\n<p><strong>Gabriela:<\/strong><br>The main competition is the <strong>adaptability<\/strong>. It&#039;s not enough to learn a tool; you need to learn to adapt constantly. Every update and every new feature demands rapid learning and mental flexibility.<\/p>\n\n\n\n<p>Those who can unlearn, relearn, and adjust practices with agility will have a clear competitive advantage in the hotel industry.<\/p>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>What sets a hotel apart today? Data, storytelling, and experience<\/strong><\/h4>\n\n\n\n<p><strong>Market &amp; Events:<\/strong> What paths should hotels follow to differentiate themselves?<\/p>\n\n\n\n<p><strong>Gabriela:<\/strong><br>There are three fundamental pillars:<\/p>\n\n\n\n<p><strong>Data integration<\/strong><br>It&#039;s no longer just about organizing or analyzing: all systems must communicate with each other \u2014internal and external data, RM, channels, total profitability.<\/p>\n\n\n\n<p><strong>Narrative<\/strong><br>Brand positioning should create a real emotional connection.<\/p>\n\n\n\n<p><strong>Experience<\/strong><br>This is the final delivery. Personalization is still very rare, but in the future each guest will be a segment.<\/p>\n\n\n\n<p>A simple example: in a recent pre-check-in, I indicated that I preferred Coca-Cola Zero and chocolates instead of fruit. Throughout my stay, I received exactly that. Small actions, supported by technology, generate a huge impact.<\/p>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>How HSMAI will support the market in 2026<\/strong><\/h4>\n\n\n\n<p><strong>Market &amp; Events:<\/strong> How does HSMAI plan to support the market next year?<\/p>\n\n\n\n<p><strong>Gabriela:<\/strong><br>We will have HSMAI ROC Brazil in S\u00e3o Paulo and Gramado, in addition to editions in Mexico, Chile, Colombia and Peru.<\/p>\n\n\n\n<p>We are expanding the <strong>HSMAI Academy<\/strong>, With courses in Portuguese and Spanish, and by transforming alumni groups into lifelong learning communities, we also continue to recognize professionals with our Revenue Management and Digital Marketing awards.<\/p>\n\n\n\n<p>Our goal is for knowledge to be interpreted and applied strategically, not merely consumed.<\/p>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>The legacy of 2025 is analytical depth<\/strong><\/h4>\n\n\n\n<p><strong>Market &amp; Events:<\/strong> Finally, what is the legacy of 2025 for the hotel sector?<\/p>\n\n\n\n<p><strong>Gabriela:<\/strong><br>The greatest legacy is that the market began to seek analysis and depth, not just superficial information. The data is available to everyone; the difference lies in... <strong>interpret and apply intelligently<\/strong>.<\/p>\n\n\n\n<p>Our mission is to help professionals strategically connect data, technology, and human expertise. That&#039;s what will define who truly understands the hospitality game in the coming years.<\/p>","protected":false},"excerpt":{"rendered":"<p>Por Gabriela Otto \u2013 Presidenta HSMAI Brasil &amp; Latam La hoteler\u00eda vive un momento decisivo. Despu\u00e9s de un a\u00f1o de intensas transformaciones tecnol\u00f3gicas y comerciales, 2025 consolid\u00f3 tendencias que deben orientar el mercado en 2026 \u2014 desde la integraci\u00f3n de datos y el fortalecimiento de departamentos comerciales unificados, hasta la evoluci\u00f3n de la Inteligencia Artificial [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":5726,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[49,14,13,53],"tags":[43,32,33],"class_list":["post-5725","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-charla-com-experto","category-estrategia","category-hoteleria","category-liderazgo","tag-hoteleria-2","tag-marketing","tag-ventas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>HSMAI Brasil &amp; Latam: Gabriela Otto revela tendencias que redefinir\u00e1n la hoteler\u00eda en 2026 - HSMAI Latam<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hsmailatam.org\/en\/hsmai-brasil-gabriela-otto-revela-tendencias-que-redefiniran-la-hoteleria-en-2026\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HSMAI Brasil &amp; Latam: Gabriela Otto revela tendencias que redefinir\u00e1n la hoteler\u00eda en 2026 - HSMAI Latam\" \/>\n<meta property=\"og:description\" content=\"Por Gabriela Otto \u2013 Presidenta HSMAI Brasil &amp; Latam La hoteler\u00eda vive un momento decisivo. 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