Iberostar Group Leverages AI and Workday to Revolutionize Hospitality HR Operations

Iberostar Group, a prominent global tourism operator, has launched an extensive technological overhaul by integrating artificial intelligence (AI) into its primary human resources and operational frameworks. This strategic shift, overseen by Chief People Officer Luis Zamora, is designed to tackle persistent industry hurdles such as labor shortages, high employee turnover, and the slow pace of digital adoption. Operating across dozens of countries, Iberostar aims to harmonize its dedication to responsible tourism with a profound internal digital transformation.

To facilitate this transition, Iberostar has entered into a partnership with Workday to deploy a comprehensive Human Capital Management (HCM) platform. This Workday system is intended to unify the entire employee lifecycle—ranging from recruitment and onboarding to professional development and payroll administration. By 2026, Workday has solidified its position as a leader in the HCM and ERP sectors, emphasizing AI-driven capabilities. The company promotes an "enterprise AI platform" model where AI agents are natively embedded into daily HR and financial workflows rather than functioning as external add-ons.

Luis Zamora characterizes this technological restructuring as a "great cultural change," shifting the focus of HR departments away from repetitive administrative tasks toward strategic talent management and development. In essence, the human resources function is being reimagined as a primary driver of sustainable growth rather than merely a center for document processing.

The broader industry landscape highlights the urgent need for such innovative solutions. The hospitality sector continues to grapple with severe staffing shortages, a trend that persists into 2026. A 2024 survey conducted by the American Hotel and Lodging Association (AHLA) revealed that 76% of hoteliers reported staff deficits, with housekeeping identified as the most critical area by 50% of respondents. Furthermore, turnover rates in the hospitality industry remain among the highest in the global economy, frequently reaching 70% to 80% in hotels and restaurants.

For Iberostar, this transformation represents more than just a software upgrade; it is a deep-seated cultural evolution. HR teams are transitioning from paper-heavy administrative roles to data-driven talent management in real-time. This shift allows the organization to be more agile and responsive to the needs of its global workforce, ensuring that human capital is managed with the same precision as financial assets.

AI modules within the new system assist in automating the initial screening of candidates and recommending specific training programs based on an employee's existing skills and career aspirations. This personalized approach ensures that staff members feel valued and see a clear path for growth within the company, which is essential for long-term retention.

Workforce planning systems within the Workday ecosystem utilize historical data and advanced analytics to generate more accurate and sustainable shift schedules. This optimization helps reduce burnout and ensures that staffing levels are always aligned with guest demand, creating a more stable environment for the workforce.

Managers are provided with a unified dashboard that offers a single-window view of hotel occupancy, staffing requirements, and team performance. This visibility is particularly crucial during peak seasonal periods when operational pressure is at its highest, allowing for proactive rather than reactive management.

During specialized technology events, such as the TravelTech initiatives held in Palma, experts have emphasized that AI allows employees to shed repetitive tasks. This liberation of time enables staff to focus on creativity, strategic planning, and collaborative teamwork. This transition from "paperwork" to active human management forms the bedrock of a new service culture characterized by less bureaucracy and more meaningful guest interaction.

For an organization of Iberostar’s magnitude, employing tens of thousands of people from diverse backgrounds, data unification and process automation are not merely trends but essential requirements for survival and growth. Implementing AI tools in HR facilitates faster vacancy filling and reduces recruitment costs while lowering turnover through more predictable scheduling and tailored training. It also helps build a transparent career growth system, which is vital for attracting young specialists to the tourism sector.

On an industry-wide level, these initiatives are establishing a new benchmark for excellence. Hotels are no longer competing solely on the basis of amenities like pools or views; they are now judged by how responsibly they treat their people and how intelligently they use technology to enhance the human element of service. In a world where travelers increasingly choose brands based on their values, Iberostar’s investment in AI, sustainability, and team development reflects a broader mission: building a future where high technology works for people, not in place of them.