Ester Abad is a seasoned leader in digital transformation and change management within the hospitality sector, with 14+ years of global experience. At Meliá Hotels International, she’s led strategic hotel openings and tech rollouts across multiple countries. A passionate trainer and certified translator, she blends innovation, people-centricity, and ethical leadership to drive meaningful, lasting impact in every project she leads.
In an exclusive interview with Travel and Hospitality Tech Outlook Europe she shared invaluable insights on driving global digital transformation in hospitality by aligning technology with people and processes, prioritizing change management, cultural adaptability, and customer-centric innovation to enhance guest experience without losing the human touch.
1. Can you share the key experiences and milestones in your career that have led you to your current role at Meliá Hotels International?
From my point of view, the key success factor was having experience in a hotel before moving into corporate office roles. I worked as a Resident Manager at NH, where I had the opportunity to become familiar with the operations of all departments: F&B, purchasing, front desk, management, etc. This experience allowed me to propose practical and feasible solutions later on in more strategic and managerial positions.
2. Hospitality is deeply rooted in tradition, yet you’ve successfully implemented top-tier technological solutions across multiple global markets. What are some of the most transformative digital strategies you’ve led that have redefined customer experience?
There’s no magic wand, but there is a formula that always works: processes + people + technology. Technology is an enabler. Digitalizing is not the same as transforming. If you want to truly transform, you need to make sure processes are well-designed, incorporate the right technology, and ensure that people embrace the change and know how to use the new tools.
3. Many digital tools promise to enhance the guest experience, but how do you ensure that initiatives like contactless check-in, mobile concierge or in-room tech are genuinely rooted in real guest behaviors and preferences rather than driven by hype or internal assumptions?
In my view, there was a time when the industry was infatuated with technology, and we lost sight of the purpose the “what for.” Fortunately, I believe that trend has passed, and the focus is now shifting toward what truly adds value for the customer. To minimize risks and failed investments, I recommend starting with pilot projects and measuring, measuring, and measuring.
4. Having led the opening of over 17 hotels across regions like Europe, North Africa and the Middle East, how do you adapt digital transformation strategies such as guest-facing technologies, staff training programs or change management approaches to fit distinct cultural expectations, local tech adoption levels and operational realities on the ground?
I firmly believe that change management is a fundamental component in large-scale projects, whether it’s a hotel opening or a system implementation. I recommend allocating part of the budget specifically to this area. People are a key asset in hospitality, and in major projects, it’s important that they feel supported with strong communication and proper training.
5. In luxury hospitality, where guests expect high-touch, personalized service, how do you integrate automation in a way that enhances efficiency without compromising the human connection that defines a premium experience?
Focusing on back-office processes the ones the guest doesn’t see. Processes and technology must be our allies, for example, to reduce administrative tasks during check-in and dedicate more time to what really matters: the guest.
6. As someone who trains future hospitality leaders at business schools and forums, what’s one unconventional mindset shift you encourage professionals to embrace in order to drive genuine innovation and exceed evolving customer expectations in today’s fast-changing market?
First, a problem-solving mindset getting to the root cause and proposing purposeful solutions. Technology is the means, not the end. Second, in an increasingly fast-changing environment, adaptability and flexibility are key to achieving success. Lastly, the ability to learn.
