Biography

Gonzalo López Tarasido is Co-Founder and CMO of Hub City Guides and an AI and digital transformation consultant specializing in the tourism industry. With more than 25 years of experience, he works at the intersection of Artificial Intelligence, big data and tourism innovation, helping destinations and tourism organizations turn data into actionable insights and smarter decision-making.

Through Hub City Guides, he is exploring practical applications of AI and data to improve tourism operations, visitor management and destination sustainability. He also teaches Tourism Marketing at CETT-University of Barcelona and collaborates on international innovation projects focused on the future of tourism and technology.

Session

PanelAI For TodaySpeaker

Panel 4 - When AI Checks In: Travel & Hospitality's Real Use Cases

Tuesday 22 September, 12:15 – 12:55Panel Stage

Travel is quietly one of AI's biggest proving grounds — agentic trip planning, dynamic pricing, AI concierge, and the booking that happens without a human ever opening a tab. In one of Europe's most-visited cities, the people running it share what's actually live versus what's still a demo, and where AI breaks when a real traveler is involved.

With Danica Smith, Joan Salvatella, Jon Thomas

Biography