Noesis, together with Altia, took part in ÁgoraTech 2026, an event organized by Ágora Central de Compras (Hotusa Group) that brought together hospitality industry leaders, technology experts, and digital solution providers in Barcelona to discuss the challenges and opportunities shaping the future of hospitality.
Held from May 26 to 28 at Eurostars Sitges, the event established itself as a key meeting point for industry professionals, bringing together more than 100 hotel chains and 70 technology companies. Throughout the three-day event, topics such as Artificial Intelligence, Digital Transformation, Automation, Customer Experience, and innovation in hotel management took center stage.
Represented by Ricardo Magalhães from Noesis and Pablo Alonso from Altia, the Sitecore Iberia Distributor team participated in the event’s business meetings, engaging with hotel chains from Spain, Portugal, and Latin America. These discussions provided an opportunity to exchange perspectives on the challenges of digitalization in the hospitality sector and demonstrate how Sitecore helps hotels and hospitality brands create more personalized, connected, and scalable digital experiences throughout the customer journey.
This year’s edition also highlighted the growing role of Artificial Intelligence in transforming the hospitality industry, with several sessions exploring how technology is reshaping guest experiences and improving operational efficiency. One of the event’s highlights was the opening session, “El último huésped humano: el hotel en la era post-agéntica”, which focused on the impact of AI and the evolving demands of an increasingly digital industry.
Participation in ÁgoraTech 2026 reinforces Noesis’ commitment to digital innovation in the hospitality sector and its investment in solutions that combine personalization, digital experience, and Artificial Intelligence to address the challenges of a constantly evolving market.
