Javier Pérez-Llanera

For Javier Pérez-Llanera, technology and hospitality have always been two sides of the same story, one defined by innovation, empathy, and a deep respect for human connection. Born into a family rooted in the hospitality industry and equipped with dual expertise in computer engineering and business management, Javier understood early on that technology’s true purpose is not to replace people, but to serve them better. This belief would go on to shape his career and the company that has become his life’s work, Fideltour.

Before launching Fideltour, Javier’s career journey took him through pivotal roles at Aena, Hotelbeds, and Hotelopia, where he spearheaded initiatives in system integration, data intelligence, and digital transformation. Across these experiences, he observed a recurring challenge in the hotel sector, a lack of unified guest insight. Hotels relied on multiple systems and partnerships, yet they struggled to create a complete picture of their guests. This realization became the spark for what would later redefine his professional mission: enabling hoteliers to take ownership of their data, build deeper loyalty, and personalize engagement with every guest interaction.

Fideltour was born out of this vision, a platform built by hoteliers, for hoteliers. What started as a modest project soon evolved into one of the most advanced loyalty and marketing ecosystems across Spain and Latin America. Today, Fideltour connects more than 1,000 hotels through a unified solution that integrates automation, marketing intelligence, guest data, and reputation management, all within a single, intuitive environment. Under Javier’s leadership, the company has bridged the gap between data and experience, turning fragmented information into actionable insights that drive growth and guest satisfaction alike.

The path to success, however, was far from effortless. Javier faced the challenge of convincing a traditionally cautious industry to trust in technology, while also advocating for the importance of first-party data in a market dominated by online travel agencies. Scaling the business sustainably, maintaining authenticity, and balancing innovation with practicality demanded perseverance and clarity of purpose. Yet these challenges became the foundation of Fideltour’s identity, a culture defined by empathy, collaboration, and relentless pursuit of meaningful progress.

This commitment to purpose and excellence has not gone unnoticed. Under Javier’s visionary leadership, Fideltour was named the Best Hotel Marketing Tool at the Smart Travel News Awards 2024, a recognition that celebrates not only the company’s technological sophistication but also its human-centered philosophy. For Javier, every milestone achieved is a reminder that true innovation is about restoring simplicity and value to those who depend on it.

When asked to share his advice with aspiring entrepreneurs and leaders, Javier offers wisdom forged through experience: “Start by listening. Understand your client’s pain points before writing a single line of code. Build small, test fast, measure everything, and pivot without ego. Surround yourself with people who challenge your perspective, diversity of thought is the best investment any founder can make.”

His approach to innovation is grounded in integrity and consistency rather than speed or disruption. He believes that technology’s greatest contribution lies not in being the first to act, but in doing the right things, thoughtfully and purposefully. For him, progress means creating tools that enhance human connection, simplify processes, and bring clarity where complexity once reigned.

Today, as Fideltour advances on its “Road to CDP”, transitioning from a traditional CRM into a full-fledged Customer Data Platform, Javier’s mission remains unwavering. He envisions a future where hotels not only collect data but truly understand the people behind it. In his eyes, every booking, every stay, and every interaction is an opportunity to strengthen trust and build loyalty that lasts far beyond a single visit.

Through his leadership, Fideltour has become more than a technology company; it has become a movement towards humanized innovation in hospitality. Javier Pérez-Llanera continues to inspire the industry by proving that the most powerful technologies are those that bring people closer together, one meaningful connection at a time.