Javier Ortiz Sanchez
CEO & Co-Founder
Javier Ortiz Sánchez is from Málaga and a father of three. He holds a Master’s in Digital Business from ESIC Business & Marketing School, a BA in International Tourism and Hotel Management from London South Bank University, and a Diploma in Tourism from the Faculty of Tourism at the University of Málaga.
Javier lived in England for over 4 years, where he worked for tour operators such as TravelSphere and SimplyTravel from the TUI group. In Spain, he has been part of internationally renowned online travel agencies such as lastminute.com and Booking.com. He has also served as Head of Innovation and Business Services at Empresa Pública Turismo Andaluz, attached to the Ministry of Tourism of the Andalusian Government, and as Project Manager at Grupo Fuerte Hoteles, where he developed the ResponsibleHotels.travel platform.
Since 2007, Javier has played a prominent role as a speaker at top-level forums, both nationally and internationally. He is also part of the team of speakers for digital tourism strategy and revenue management workshops at the Tourism Innovation Center of Andalusia, Andalucía Lab.
In the field of teaching, Javier is a professor in the Master’s in Hotel Management and the Master’s in Electronic Tourism at the Faculty of Tourism at the University of Málaga, a professor in the Master’s in Business Internationalization at the Chamber of Commerce of Málaga, and for two years was a professor of Digital Marketing Strategies at ESIC Business & Marketing School.
Since 2017, Javier has also collaborated with tourism entrepreneurship support projects at Turismo y Planificación de la Costa del Sol as a mentor and project consultant.
In 2012, he founded Habitacion61.com, a leading Spanish-language blog on online distribution strategies and digital marketing trends in tourism.
In 2023, Javier obtained the Digital Tourism Consultant dTour certification issued by ACTA (Aristotle Certification Training & Assessment), a spin-off of Aristotle University of Thessaloniki.
CONFERENCES
Javier Ortiz’s relevant experience in conferences and professional events.
Javier Ortiz has participated in over 100 national and international conferences on revenue management, hotel distribution, tourism innovation, and digital marketing. Discover all his presentations here.
May 2026
Conference at the Rural Tourism Congress COETUR “5 keys to how AI can boost a rural tourism business” organized by Escapada Rural.
March 2026
Conference “Keys to digital marketing for hospitality.” Acelera PYME Office of CEM and Mahos Málaga.
February 2026
Speaker at the Conference “Úbeda facing new tourism markets. Trends, marketing, and B2B agenda.” Úbeda Tourism.
February 2026
Keynote speaker at the International Conference: Bridging Job Brokers, Tourism Sector, and Refugee Integration for a Digital Skills Future. MAAS EU Project Final Conference in Uppsala, Sweden.
November 2025
Speaker at the I Congress on Tourist Housing. Association of Tourist Housing of Galicia, Sanxenxo.
October 2025
Speaker at TecnoHotel On Tour Santiago de Compostela. Roundtable: “Hotel profitability in Galicia: from forecast to direct booking.”
September 2025
Data Management Workshop in the Tourism Sector, Best Practices Table. Málaga City Council and STO Málaga.
September 2025
Speaker at Smart Travel News Roadshow Málaga: “The art of asking the machine: prompt engineering applied to revenue management.”
June 2025
Speaker at the roundtable: “Optimizing the destination experience.” Technology and Tourism Congress, Fuerteventura 4.0.
June 2025
Speaker at the roundtable: “Revenue Management: In-house management or outsourcing?” Global Revenue Forum Madrid.
May 2025
Conference: “Smart Tourism: How to apply Generative AI and transform your business.” Tourism Department of the Commonwealth of Municipalities of Costa del Sol Axarquía.
April 2025
Conference: “Analysis and measurement of digital performance: parameters, techniques, and tools” for the European project DIBEST Interreg Atlantic.
March 2025
Panel discussion at NEXTSPAIN Forum Málaga: “IoT and sustainability in hotel and urban management.” Diario Sur and Telefónica.
March 2025
Speaker at Smart Travel News Roadshow Barcelona: “Demystifying OTA rankings.”
March 2025
Panel discussion at the Social Economy Conference: “Cooperative companies in the tourism sector.” University of Cádiz.
January 2025
Speaker at FiturTechY TechYNegocios Panel discussion: “The Money Lamp: Revenue Management and revenue optimization.”
November 2024
Speaker at Live Webinar Chamber of Commerce of Málaga: “Maximizing results on social media. Artificial Intelligence and paid content strategies.”
September 2024
Speaker at Canarias Destino Startup Roundtable: “Emerging technologies applied to tourism.”
May 2024
Speaker at the Social Economy, SDGs, and Political Economy Conference: “Sextaplanta, a success story in the social economy.” Faculty of Law, University of Málaga.
April 2024
Panel discussion at the II Updating Hotelero Hosteltur: “Landing strategy in SMEs.”
March 2024
Speaker at the Tourism Sector Business Conference: “Achieve commercial success in the AI era.” Málaga City Council, IMFE, and FAECTA.
February 2024
Speaker at Tecnohotel OnTour Seville 2024: “The 5+1 fundamentals of hotel revenue management.”
June 2023
Speaker at Tecnohotel Forum Barcelona 2023: “The role of SEO and SEM in direct hotel bookings: Coordination with revenue management is the secret.”
April 2023
Speaker at Tecnohotel OnTour Málaga 2023: “Positioning in hotel search engines. How OTA rankings work.”
December 2022
Speaker at the Webinar Series “Tech for Good by NESI”: “How to link Technology and Sustainability.” Company success stories.
April 2022
Speaker at the Oviedo Becomes Digital Forum: Innovative Technologies for Heritage Enhancement. Organized by Oviedo Emprende and CTIC.
April 2022
Speaker at the Conversing with Experts Forum: Challenges and Trends in the Tourism Sector for 2022. Organized by IMFE, Málaga City Council.
November 2021
Speaker at the Technology and Tourism Forum, Fuerteventura Tourism.
October 2021
Conference: “The Direct Booking Challenge.” Vitur Summit 2021.
July 2020
Participation in roundtable: “Analysis from the South.” Course: Reinventing and redesigning tourism: avoiding traps and seizing opportunities in the post-COVID era. CIFAL and FGUMA.
October 2019
Conference: “Digital Strategy for Independent Hotels.” Innowave Summit 2019, Varna, Bulgaria.
October 2019
Conference: “Digital Strategy in Tourism and Google My Business.” Travelgram Conference organized by Torremolinos City Council.
September 2019
Conference: “Tourism Brand of Costa del Sur, Dominican Republic.” Destino Capital Forum. Santo Domingo (DR).
February 2019
Conference: “BrandingBar. Brand design and development in the digital hospitality environment.” Conference organized by Andalucía Lab within the H&T 2019 Fair program.
November 2018
Conference: “Digital strategy for tourist destinations. Development of sustainable tourism products.” Universidad Católica Tecnológica de Barahona, Dominican Republic.
September 2018
Conference: “Trends in digital tourism distribution.” Digital tourism conference organized by Windup School.
June 2018
Conference: “10 digital trends for tourist accommodations.” E2e Networking Forum on Tourism and Technology, Confederation of Entrepreneurs of Andalusia and Málaga.
March 2018
Masterclass: “10 Trends in Tourism Digital Marketing.” Entrepreneurs Forum Cluster “Exquisitos y Malagueños.” IMFE, Málaga City Council.
February 2018
Conference: “Digital tourism distribution channels.” Tourism business acceleration program Costa del Sol Tourism Hub.
May 2017
Presentation: “3 Challenges, Opportunities, and Advice on the Digital Economy.” Digital Business Summit, ESIC Málaga.
February 2017
Conference: “Unique Accommodation in destination.” Casares Tourism Board, Casares City Council.
November 2016
Workshop: “5 keys to marketing accommodation online.” XII Professional Tourism Marketing Meeting, TRAMA 2016.
October 2016
Moderation of the roundtable: “Trends and innovation projects in the application of ICT to tourism.” International Congress Turitec 2016.
October 2016
Conference: “3 Keys to Online Reputation.” Online Reputation Event organized by La Opinión de Málaga.
September 2016
Conference: “The digital divide in tourism SMEs.” UNIA summer course, International University of Andalusia.
May 2016
Workshop: “Hotel online distribution optimization techniques.” Chamber of Commerce of Málaga.
May 2016
Pre Lab Workshop: “Hotel online distribution optimization techniques.” HORECA Cádiz, Andalucía Lab.
April 2016
Conference: “Social Networks and Collective Entrepreneurship. 6 Digital Entrepreneurship Ideas”. Innovation, Cooperativism and Rural Women Seminars. Diputación de Málaga.
October 2014
Pre-Lab Workshop: “Techniques for Optimizing Online Hotel Distribution”. Andalucía Lab.
June 2014
Speaker at the 1st Digital Business Summit by ICEMD at Andalucía Lab. ESIC Business School’s Institute of Digital Economy.
May 2014
Training Sessions: “Social Networks for Businesses and Entrepreneurs”. Business Incubator, Humilladero.
May 2012
Speaker: Technical Sessions on Advances in Digital Tourism Technologies and E-commerce. Innova Marbella. Andalusian Association of Telecommunications Technical Engineers.
March 2012
Speaker: Forum “Smart Business Strategies, Sustainability and Tourism”. Andalucía Lab, Marbella. Title: Responsible Tourism. A Differentiation Strategy for Hotels.
January 2012
Speaker: Sustainability and Tourism Forum, FITUR GREEN, Madrid. Hotel Technological Institute. Title: Sustainable Initiatives in Hotels.
November 2011
Speaker: XVI AECIT Congress, Marbella. Title: Effects of the Technological Revolution on Tourism.
October 2010
Speaker: VI Professional Meeting of Tourist Marketing TRAMA 2010, Priego de Córdoba. Title: Market Segmentation. Marketing Strategy in Sustainable Tourism.
March 2010
Speaker: V Pow-Wow Experience Adventure, ECOtourism & Expeditions at ITB Berlin, Germany. Title: Responsible Strategies in Hospitality Industry.
January–December 2009
Organizer and Moderator: Business Acceleration Sessions for the Andalusian Tourism Industry. Ministry of Tourism, Junta de Andalucía.
June 2009
Speaker: SMX Madrid 2009. Techniques for Online Brand Reputation Management and Web Positioning.
March 2009
Speaker: I Tourism Marketing Conference, Úbeda. Title: Marketing as an Accessible, Effective, and Economical Strategy for Small Tourism Businesses in the Rural Segment.
January 2009
Speaker: SMX Travel @ FITUR Madrid 2009. Title: Professional Services for Andalusian Tourism Companies (G2B), Turismo Andaluz SA.
TEACHING
Javier Ortiz’s most relevant experience as a teacher, digital training, and in-company training.
Javier combines his professional activity with a solid teaching career, collaborating for over 15 years with universities, master’s programs, and specialized programs in tourism, technology, and digital marketing.
2010 – present
Professor at the Faculty of Tourism at the University of Málaga in the Master’s in Electronic Tourism: Technologies Applied to Tourism Management and Marketing.
2010 – present
Professor at the Faculty of Tourism at the University of Málaga in the Master’s in Hotel Management and Administration.
2022 – present
Professor of the University Extension Course in Revenue Management for Tourism Companies, Faculty of Tourism, University of Málaga.
April 2026
Course on Fundamentals of Revenue Management and Online Channel Management: From Booking to AI. IES Pérez de Guzman, Ronda.
2023 – 2024
Instructor in the Vocational Training for Employment Courses (MIE) of the General Foundation of the University of Málaga. Courses in Hotel Reservation Management and Sales Techniques (Upselling).
2014 – 2023
Speaker at Andalucía Lab Workshops on Hotel Search Engine Positioning Techniques and Revenue Management Techniques.
2018 – 2022
Project Mentor at Tourism Hub of Turismo y Planificación Costa del Sol.
2013 – 2020
Instructor in the Master’s in Foreign Trade (MIE) at the Chamber of Commerce of Málaga. Subject: Tourism Sector Internationalization.
April 2022
Speaker at the roundtable: “Tourism innovation, engine of transformation,” in the course *The Pillars of the New Tourism Model: Towards Recovery through Sustainability*. Universidad Internacional Menéndez Pelayo.
October and November 2017
Instructor in the Tourism Business Creation and Development Courses organized by Turismo y Planificación Costa del Sol, Provincial Council of Málaga.
June, July, and November 2014
Instructor in the Blended Training Plan for Tourism Entrepreneurs. GDR Sierra de las Nieves, Málaga. E-Marketing Techniques, Online Tourism Marketing, and Market Trends.
April 2014
Seminar in the CIOMIJAS Hotel Management Course: Hotel Distribution Channels on the Internet.
February 2014
Instructor in the CIOMIJAS Community Manager Course: Social Media Optimization, Online Reputation Management, and Metrics and ROAS in Social Media.
October 2010
Webseminar: “Energy Efficiency and Sustainability as an Innovation Tool.” Seville. Confederation of Entrepreneurs of Andalusia (CEA).
July 2010
Instructor in the University of Málaga summer course: “Innovation and Excellence in the Tourism Industry.”
February to March 2010
Instructor for the 1st Master’s in Tourism Planning and Management, promoted by the University of Almería.
2007 – 2008
Collaborating instructor at the Faculty of Tourism at the University of Málaga in the Master’s in New Technologies Applied to Tourism Business Marketing.
March 2007
Collaborating instructor in the V Master’s in Business Marketing (MBM): Pricing strategies. University of Málaga.
AWARDS
Awards, certifications, and distinctions granted to Javier Ortiz.
Throughout his career, Javier has been recognized for his commitment to innovation, sustainability, and digital transformation in the tourism sector. These are some of the most relevant recognitions and certifications he has received.
2026
150+ Most Influential Tourism Professionals in Spain 2026.
2025
Expert in the Tourism specialization area of the S4 Andalucía Sustainable and Smart Economic Transformation Strategy.
2023
Certified Digital Tourism Consultant dTour, awarded by ACTA (Aristotle Certification Training & Assessment), a spin-off of Aristotle University of Thessaloniki.
2017
Honorary Alumni Award, granted by the Faculty of Tourism of the University of Málaga.
2011
Special Distinction in the ECOLINK +100 Business Club Awards.
2011
Social Commitment and Sustainability Award, granted by the EUSA University Center for Businesses.