What fuels Soltour’s strategy of digitalization and innovation

Last year, Spain’s tourism sector, its economic growth engine, reached historical levels, contributing nearly €187 billion (about $195 billion) to its GDP thanks in part to the fruits of digitalization. Technology, says Soltour CIO Miguel Abril, has taken on a fundamental role, transforming not only the customer experience through personalization and operational efficiency, but also the way in which consumers plan, book, and enjoy their trips.

However, he adds, the maturity varies in one of the most consolidated verticals at a national level. “The big players, such as OTAs [Online Travel Agencies], are advancing in their adoption of new technologies, taking advantage of AI and big data tools, while other actors are in earlier stages of integration,” he says.

Referring to the latest figures from the National Institute of Statistics, Abril highlights that in the last five years, technological investment within the sector has grown more than 40%. “This reflects the growing dependence on digital solutions to maintain competitiveness,” he says. 

Abril also claims that 70% of organizations in the sector have adopted emerging technologies such as AI, augmented reality, or automation. And he believes these tools not only streamline management and allow for more precise administration of resources, but also open up a range of possibilities to personalize the customer experience.

In addition, Abril highlights specific benefits gained from applying new technologies. “It allows tourism companies to anticipate demand, optimize resource management, and improve sustainability,” he says. And in an environment where speed, precision, and personalization are essential, it’s vital to adopt solutions to improve the customer experience and be on the front foot to new market changes.

Structuring the digital strategy

In recent years, Soltour has launched its own digital transformation plan to consolidate its position as a tech adoption leader among tour operations. The company’s transformation has focused on modernizing technological infrastructure, as well as profoundly transforming the experience for both travel agencies and end users. “Our commitment is to lead this change at a national level, always maintaining a vision of continuous improvement,” he says.

And as a result, Soltour is at a point where digitalization is no longer just a support tool, but an essential component in its growth and leadership plans. “We conceive technology as a continuous evolution, and that’s why we’ll continue to constantly improve,” he says.

Efforts to gain market strength

As a tour operator, Soltour’s short- and medium-term objectives focus on continuing to offer innovative solutions to travel agencies, and all of this with the aim of optimizing agency operations with more agile and personalized tools. So their efforts and resources are called upon to improve infrastructure and services to the end user. “We’re currently immersed in several digital transformation projects that reflect the company’s commitment to innovation and continuous improvement,” he says. 

Specifically, the most recent has to do with launching a completely redesigned web platform. “This new version includes more than 100 advanced functionalities that allow travel agencies to optimize efficiency and offer a better service to clients,” he says. Among the new features are instantly generated posters with PDF offers, the ability to share directly on social networks, integration of products with QR codes, and product search using AI.

They’ve also optimized the website’s speed, making it up to three times faster, which allows travel agencies to complete searches and get to the final step in around 20 seconds, rather than the average quote time for other tour operators of up to 60 seconds. Another key new feature is the ability to personalize travel searches based on the agency’s preferred airports of origin, tailoring all offers and products to the specific needs of clients.   

To carry out initiatives of this magnitude, the investment is undeniable. “Digitalization and innovation are not one-off efforts, but a continuous strategy,” says Abril. “We train and equip our teams with the necessary tools to integrate technology into their daily work, fostering constant and natural innovation. We know technology is the engine that drives us to remain competitive, so we constantly invest to improve our platforms, implement new tools, and adopt the latest technological trends.” 

Keeping tech centralized

In general terms, Abril says, the main challenges for any CIO today is to manage the large amount of data generated daily, and recruit and retain specialized IT talent. “The demand in the market is very high and the skills required are very specific,” he says. “We want to have the best specialists in the field. This is a strategic priority to ensure we continue to evolve in the digital area.” So Soltour integrates technology as a central pillar of the business to create an environment where more candidates are recommended by their own employees, reflecting the trust and satisfaction of the team.

Looking ahead

In 2025, the company’s key objective is to consolidate technological infrastructure that allows travel agencies to offer increasingly personalized, agile, and secure experiences for their clients. This includes not only optimized platforms, but also integrating AI solutions and other emerging tech that drive efficiencies, from customization of offers to operational automation. 

“My priority is for Soltour to be a benchmark in digital innovation in the tourism sector, and to do so, it’ll be key to maintain a focus on continuous improvement, data security, and training of teams,” says Abril.