TTM 2025 | Flexibility, work-life balance and opportunities, the keys to building the loyalty of young talent

The fourth edition of Tourism Talent Management (TTM), an initiative promoted by the CETT Fundació, the Fundació Climent Guitart and the Fundació Jordi Comas, was held at Fomento Nacional del Trabajo and dealt with the keys to successfully implement technology in talent management in the tourism sector.  

The TTM promotes excellence in tourism based on innovative guidelines for talent management in tourism organizations and companies. This edition, entitled “Values and technology: keys to tourism talent management”, explored with industry professionals how to balance the use of technology with a more humanistic and efficient talent management to ensure quality experiences, sustainable growth and a purposeful economy in the tourism sector. 

The main conclusions of the TTM point to the need to invest in people as the key to success in talent management in the tourism sector. In this line, Joan Clotet, digital humanist, digital talent consultant, facilitator, mentor and author, states that “we must invest in technology, but as much or more in people. The vision of change is a necessity in a sector that is transforming and digitizing unstoppably.”  

The sector is in an experimental phase to find the right balance of implementing technology in its processes. In this sense, Joana Barbany, president of the Clúster Digital de Catalunya and Technology Business Development Director at Michael Page, considers that “technology should be used to perform repetitive tasks, but it cannot replace people. People provide the added value, experience and soft skills.” 

Vueling is committed to the same approach. In the words of its IT Director, Javier Álvarez, “when we talk about talent, we also talk about processes, consumers and work teams, and in order to build their loyalty, it is necessary to think about solutions that add value”. In the same direction, Carlos Horstein, CEO and co-founder of niikiis, highlights the correlation between staff satisfaction and customer satisfaction, “with this point of view, positive work environments must be generated and the task has to be shared.”  

Nevertheless, digitization is a necessity. As Xavier Garcia Gual, Innovation Director of the Tech Tourism Cluster, argues, the key to a good implementation of technology in the company is to reflect on the needs and then develop an AI that responds, and not vice versa. Similarly, Joan Salvatella, co-founder of Bookline, AI Agents for Hospitality, stresses that “we must know where we are and not want to run before we walk.” 

The 4th edition of the TTM has counted with the collaboration of Fomento Nacional del Trabajo and Turijobs. It has been inaugurated by Dr. Maria Abellanet i Meya, president of CETT, and the closing was made by Mr. Narcís Coll, president of the CETT Foundation, and Ms. Ana Herrera, deputy delegate of Tourism of the Diputació de Barcelona. The fifth edition of the TTM will take place in Girona and has been presented by Mrs. Cristina Cabañas, president of the Fundació Climent Guitart.  

Check the photo gallery of the TTM 2025. 

The day was the setting for the presentation of the study “The voice of young talent”, a CETT research. The study reveals that young talent mainly values flexibility, work-life balance, innovation, salary and future projection within the company. In their words: “we stay where we can grow without giving up living”. Laia Cuello, Senior Career Advisor at CETT, confirms that “students opt for companies committed to young talent and their contributions that provide them with possibilities and tools to grow”.