IFFE Business School

Two leading experts such as Enrique Dans and Jaime López-Chicheri gave masterclasses in a conference that closed the director of Tourism of Galicia, Nava Castro

Cidade da Cultura de Galicia, in Santiago, this morning was the venue for the closing day of the third Training Plan promoted by the Galician Tourism Cluster, with the collaboration of the Galician Tourism Agency, in whose activities a total of 460 professionals from the four provinces participated. The president of the Galician Tourism Cluster, Francisco González, has highlighted that training is one of the pillars on which the work of the Tourism Cluster is based,”If for something has been born the Cluster is for training”, something fundamental if we want to face the current global market with guarantees, which also insisted the director of Tourism of Galicia, Nava Castro, who was responsible for closing the day. Castro stressed the importance of betting on excellence in the service of the Galician tourism sector with the aim of increasing both the quantity and quality of tourists who choose Galicia dome tourist destination.

Technological challenges for the sector
The closing day was closed with the intervention of two renowned personalities in the sector, such as Jaime López-Chicheri, expert in revenue and hotel marketing and also president of the Association of Former Students of the CSHG and Enrique Dans, expert in innovation and digital transformation, professor of innovation at IE Business School and doctor in Information Systems at UCLA.
In his speech, Jaime López-Chicheri addressed the basic aspects of strategic management of revenue management, hotel distribution and how digital marketing can improve business profitability. López-Chicheri drew attention to the great challenge that the hotel sector has ahead of it to compete with guarantees with OTAS, urging professionals to implement the new techniques provided by technology and being creative in their use.

For his part, Enrique Dans, in his presentation “Internet, Tourism and digital transformation”, talked about how the exponential evolution of technology impacts on the digital transformation of tourism companies,”Technological evolution is such and so rapid that we have to anticipate these new needs of our customers.
With both lectures, it practically forms part of a programme of almost 300 hours of training that has been followed by nearly a hundred people.
The calendar of activities has been carried out in different workshops, seminars and conferences held in nine Galician localities, always free of charge and in person.

Assessment of the training plan
The CEO of IFFE Business School, Manuel Carneiro, in charge of delivering diplomas to the participants, expressed the satisfaction of his business school for having organized this program and having “the opportunity to be present in a key area of our economy, a cornerstone in the growth policy of our community. As he explained, the program had a higher attendance than initially estimated, surpassing the initial expectations and improving the results obtained in the previous edition.
This edition has been a great challenge for the organisation, since the number of training activities has increased by 246%, the number of hours of training and awareness-raising has doubled and a total of 460 professionals in the tourism sector have benefited from all activities, increasing the number of attendees by more than 150% with respect to the previous edition. All of this was achieved by maintaining quality standards and improving the assessment of the participants, in the satisfaction survey that has been carried out, which was 8.5 out of 10.