Interview with Carlos Bello | A Leader with Innovative Purpose

I’m Carlos Bello, the Director of Innovation and Technology at ILUNION Hotels. I lead our company’s disruptive transformation by identifying new business models, products, processes, and services. My role involves fostering a culture of open and interdisciplinary innovation with all our stakeholders, which we call Innovation with Purpose (#InnovACTION). Our mission is to build a better world with everyone included.

Before joining ILUNION Hotels, I served as Director of Innovation and Sustainability at Iberdrola Inmobiliaria and Head of European R+D+i Projects at Iberdrola. I also led innovation at LEAD Innovation, a top consultancy in innovation management. Currently, I advise the European Commission on innovation and mentor European startups.

I hold an architecture degree from UPM in Spain and have furthered my education in management and innovation at Instituto de Empresa, Illinois Institute of Technology (IIT), University of Oslo, and ESADE.

Innovation has always been a driving force for me. The hospitality industry is constantly evolving, and I believe that by embracing new technologies and ideas, we can create more inclusive and sustainable experiences for our guests.

Seeing the tangible impact of these innovations on both our guests and our team members is incredibly rewarding. It’s this potential for positive change that inspires me every day to push the boundaries and explore new possibilities.

ILUNION Hotels is a unique hotel chain that combines hospitality with a strong social commitment. We are part of the ONCE Foundation, which focuses on creating employment opportunities for people with disabilities. Our hotels are designed to be inclusive and accessible, ensuring that everyone can enjoy a comfortable stay. We believe that by integrating social responsibility into our business model, we can create a positive impact on society while providing exceptional service to our guests.

Contrary to popular belief, innovation is more than just implementing the latest technologies. It’s about establishing processes and methods to channel creative ideas effectively. True innovation involves a structured approach to turn these concepts into practical, impactful solutions. By being open to new ideas and continuously seeking better ways to improve, we can make a positive impact on society and the environment.

We have presented our innovative business model to the TITAN Awards. This exercise allows us to explain the history of our model and our current strategy. Our model has evolved through four distinct phases. Initially, we focused on enhancing accessibility for our guests, ensuring that everyone can enjoy a comfortable stay.

The second phase involved the inclusion of people with disabilities in our workforce, promoting diversity and equal opportunities. In the third phase, we digitalized our processes to improve efficiency and guest experience.

Currently, we are in the fourth phase, where we strive to achieve excellence in all aspects of our operations. This structured approach to innovation has had a profound impact, setting new standards in the industry and reinforcing our commitment to social responsibility and operational excellence.

For some time now, our organization has embraced the concept of Innovating with Purpose. This means creating value not only for our organization but also for all our stakeholders. Our innovation strategy is built on three pillars: leading innovation in the tourism and hotel sector within our environment, contributing to the corporate transformation of our company, and inspiring a movement of change.

This approach creates a virtuous circle. We strive to innovate to create value, and we understand that part of this value lies in inspiring other organizations to join our movement. Actions like participating in these awards help us share our vision and encourage others to innovate with purpose as well.

For us, innovation and transformation are part of our daily life. As with any large organization, one of the main challenges is maintaining a curious and active spirit throughout all levels of the company. This is why having clear innovation processes and nurturing an internal culture of innovation are so crucial.

Participating in these awards and dedicating time to reflect on what we do and have accomplished is an invaluable exercise for us as a team. TITAN is an entity that encompasses hundreds of innovators, and seeing our model recognized by such a prestigious institution brings us immense joy.

However, we know that we must continue to innovate and reinvent ourselves every day because our customers’ needs are constantly evolving. There is still much to be done in terms of management and employee experience. This recognition motivates us to keep pushing forward, setting higher standards, and striving for excellence in all aspects of our operations.

It was once incorporated into Ilunion Hotels, at a time when the tourism and hotel sector was primarily focused on digitalization, ILUNION Hotels took a bold step by creating the Innovation Department and integrating this vision into the company’s Executive Committee. This strong support from the Executive Committee has been a significant driving force behind our strategy.

However, we must give immense credit to our nearly 2,000 employees. They are the ones who provide us with ideas and assist in their implementation. Their dedication and creativity are the backbone of our innovation efforts, and their contributions are invaluable to our success.

I believe our innovation will set a new benchmark for accessibility and inclusivity in the hospitality industry. By demonstrating that inclusive practices can be seamlessly integrated into hotel operations, we hope to inspire other organizations to adopt similar approaches. This will ultimately make travel more accessible and enjoyable for everyone. Additionally, our focus on sustainability and digitalization will likely influence industry standards, encouraging more hotels to prioritize these important aspects.

Traditionally, cultivating a curious mindset, embracing failure as a learning opportunity, and fostering an open culture that encourages diverse perspectives are common pieces of advice for innovators. These practices can lead to more creative solutions and continuous personal and professional growth.

At ILUNION, our purpose is to build a better world where everyone is included. Therefore, I would advise aspiring innovators to focus on their purpose and look beyond immediate challenges to create a lasting impact. Strive to create value for all stakeholders—customers, employees, communities, and the environment.

By aligning your innovation efforts with a meaningful purpose, you can ensure that your work contributes to a positive and sustainable future. Stay passionate and resilient, and remember that the journey of innovation, though challenging, is incredibly rewarding.

As the Director of Innovation, working with a dedicated team and recognizing shared achievements are essential for maintaining motivation. Curiosity and daily learning are both gratifying and motivating, keeping the process exciting. Working with a purpose like that of ILUNION Hotels, which aims to build a better world where everyone is included, provides a strong sense of fulfillment.

While innovation involves administrative tasks, having clear procedures helps prevent frustration and allows us to focus on creating value. Resilience is also crucial, as maintaining a positive attitude and being persistent help us overcome challenges and stay focused on our goals.

The project we have presented for these awards is our Innovative and Purpose-Driven Business Model. As a hotel company, we have demonstrated that it is possible to be 100% accessible and achieve excellence by hiring people with disabilities or from vulnerable groups. Through this approach, we have also been able to digitally transform our organization.

In this phase, in addition to continuing to innovate and transform our organization with the support of all our teams, we feel the need to inspire our stakeholders to contribute to our purpose in their own ways. We hope our innovation will show that inclusivity and excellence can go hand in hand, and that by embracing these values, we can create a more equitable and sustainable world.

At ILUNION Hotels, we approach innovation through a framework of 10 defined focuses. These include curiosity, commitment, co-creation, and a culture of embracing failure. These focuses not only guide our innovation strategy but also reflect the essential qualities of a successful innovator.

Our team members need to be passionate and organized. Passion fuels our drive to innovate, while organization ensures that our ideas are implemented effectively. Our main stakeholders are our employees and customers, so being empathetic is crucial. Understanding and addressing their needs and experiences helps us create meaningful and impactful innovations.

In the next 5-10 years, innovation in the hospitality industry will be driven by technological advancements, sustainability, personalization, and inclusivity. Technologies like AI and IoT will enhance guest experiences and operational efficiency. Sustainability will focus on reducing environmental impact, while personalized services will cater to individual guest preferences. Inclusivity will ensure all guests enjoy a seamless experience. Collaboration among industry stakeholders will be key to driving these innovations.

At ILUNION Hotels, we have been working for over 10 years to develop an innovative, inclusive, and profitable business model through continuous innovation. Day by day, we strive to create a better world where everyone is included. I can confidently say that working for such a purpose is truly worthwhile.

One key takeaway is that we should all start integrating this much-needed change into our own purposes whenever possible. A community of innovators like TITAN provides the perfect platform to showcase that it is possible and that it is worth the effort.