From AI-powered operations to hyper-personalised experiences and regenerative tourism models, the hospitality and tourism sector is undergoing its most rapid transformation in decades. Few places capture this momentum better than Madrid, a city rising as one of Europe’s most dynamic hubs for tourism innovation. To understand these shifts, we sat down with Prof Ramón Fisac, Academic Director of the MSc in Hospitality & Tourism Management (MHM) at ESCP Business School.
In this conversation, he shares his perspective on the megatrends shaping the industry, why talent with both technological fluency and human-centric thinking is in such high demand, and how ESCP’s unique approach, including the Cornell University experience, prepares students to thrive in a rapidly evolving sector.
What do you see as the biggest trends currently reshaping the hospitality and tourism industry?
We’re witnessing an exciting convergence between technology, sustainability, and experience design. Travellers today want more than comfort; they want meaningful, personalised and frictionless journeys. That means intuitive digital interactions, transparency on environmental practices, and brands capable of offering culturally rich, hyper-local experiences.
Another major trend is the shift from traditional tourism to experiential and transformational travel. Guests want to learn, connect, and even change through travel. Hotels, destinations, and operators are responding with innovative concepts, from wellness-driven properties to immersive gastronomy and community-centred tourism models.
AI seems to be everywhere—how is it transforming hospitality and tourism, and how does the MHM prepare students for this shift?
AI is changing the sector (every sector!), opening up different opportunities. Today, we use AI to forecast demand, optimise pricing, support staffing decisions, and personalise the guest journey at scale. Back-of-house operations are becoming smarter, while front-of-house teams use AI-enhanced tools to deliver a faster service.
Beyond the technical benefits, the real challenge is understanding how AI fits alongside our humanity. Hospitality is, at its core, a human-centred industry, built on empathy, connection, and care. As AI takes over repetitive or analytical tasks, the industry must ensure that technology enhances rather than replaces the human touch. The future of hospitality will belong to professionals who know how to combine digital intelligence with emotional intelligence, using AI as a tool to elevate, not dilute, the warmth, creativity, and personal attention that define exceptional guest experiences.
At ESCP, we make sure students understand both the power and responsibility of these technologies. Courses like AI & Technology Innovations in Hospitality & Tourism and Data Analysis Tools & AI in Real Estate give students hands-on exposure to real industry tools and challenge them to think critically about ethics, creativity, and value creation. AI won’t replace hospitality; it will enhance it. But only if future leaders know how to use it strategically.
Sustainability is no longer optional. How are industry expectations evolving?
Sustainability is not a “nice to have” but a “must-have”, a core operational pillar. Investors, travellers, and local communities expect hotels and tourism organisations to commit to measurable environmental and social impact. That includes reducing carbon footprint, improving water efficiency, integrating local suppliers, and designing regenerative tourism experiences.
For our students, this means understanding not only sustainability frameworks but also how to build profitable business models around them. The leaders who succeed will be those who transform sustainability from a cost into an innovation driver.
Why is Madrid such a strong location to study hospitality and tourism today?
Madrid is one of Europe’s fastest-growing tourism powerhouses—a city where tradition meets cutting-edge innovation. Its investment in culture, infrastructure, and digital transformation has attracted luxury brands, international hotel groups, and a vibrant ecosystem of tourism-tech startups, making it the ideal environment for students to observe the industry’s evolution firsthand.
For our MHM programme, Madrid is the perfect launchpad. Students immerse themselves in a dynamic, international hospitality market before continuing their journey to Turin, where they specialise in areas such as Online Marketing & Analytics, Food & Beverage Management, and Yield Management. The experience then extends to Ithaca, NY, where they complete a Professional Development Programme at Cornell University’s Nolan School of Hotel Administration. This combination of cities gives students a uniquely rich, global perspective on the industry.
ESCP is known for its multicultural approach. What unique advantages does the MHM offer?
The MHM is a true reflection of today’s global hospitality landscape—multicultural, people-driven, and constantly evolving. Our students come from all over the world, and that diversity enriches every discussion, project, and team experience. The programme’s multi campus structure amplifies this even further: beginning in Madrid, continuing with a tailored specialisation in Turin, and culminating in an immersive experience at Cornell University in Ithaca, New York.
Beyond academic excellence, what truly sets the programme apart is its strong practical immersion. Students work on real consulting projects, interact closely with industry leaders, and explore sectors ranging from luxury hospitality to real estate and entrepreneurship. Moving between campuses is more than a logistical journey—it builds adaptability, cultural intelligence, and a global mindset. Students don’t just study hospitality; they live it across different markets and cultures.
The programme includes a learning experience at Cornell University. What makes this partnership so valuable?
Our collaboration with the Nolan School of Hotel Administration at Cornell University is a cornerstone of the MHM experience. Students take part in a Professional Development Programme (PDP) in Ithaca—a business-focused executive training that offers exceptional value. They learn from leading faculty, explore best practices from the U.S. market, and gain exposure to innovative approaches in operations, finance, analytics, and leadership.
What makes the Cornell experience so powerful is its ability to complement what students learn in Madrid and Turin. It broadens their managerial vision, strengthens their international network, and introduces them to a different academic and professional culture. Ultimately, the Cornell PDP embodies the spirit of the MHM: global perspectives, cross-disciplinary learning, and direct industry engagement designed to prepare students to lead the future of hospitality.
As hospitality and tourism continue to evolve at record speed, the industry needs leaders who can blend creativity with data, sustainability with strategy, and technology with the human touch. Through innovative coursework, immersive global experiences, and the vibrant setting of Madrid, ESCP’s MSc in Hospitality & Tourism Management equips students with the mindset and tools to shape the future of travel. Change is not coming—it’s already here. And for those ready to lead it, there has never been a more exciting time to join the world of hospitality.
