Luis Mourão: A Resentless Innovator Reinventing Tourism

Luis Pestana Mourão is a leader who seamlessly blends technical expertise with a visionary approach to innovation. His career is a testament to an insatiable quest for knowledge, a relentless pursuit of excellence, and a meticulous attention to detail that drives meaningful change.

To the untrained eye, his obsessive focus on details might seem eccentric. But to those who know him, this "lunatic" precision is a hallmark of his intelligence and passion. Whether he is delving into the complexities of artificial intelligence or steering a high-stakes project, Luis never does anything halfway.

As Head of Innovation at BAE Ventures, a venture capital firm dedicated to transforming the travel and tourism industries, Luis has been at the forefront of leveraging technology to solve some of the sector’s most pressing challenges. From sustainability to operational efficiency, his leadership has positioned BAE Ventures as a hub for open innovation, fostering collaboration among stakeholders in an industry where adaptability is key. His rare ability to zoom in on the smallest details while keeping sight of the bigger picture has been instrumental in BAE’s success.

Luis’s academic background reflects his unwavering commitment to learning and his meticulous approach to problem-solving. He holds an MBA from ESADE, a postgraduate certificate from Stanford University in electronic business and commerce, and a master’s degree in engineering from the University of Porto. Currently, he is pursuing a PhD in Economics and Business at the Universidade de Santiago de Compostela, where he is investigating the impact of automation and artificial intelligence on service industries. But for Luis, research is not just theoretical—it is a deeply personal mission to prepare his community for the future.

For him, knowledge is never superficial. He immerses himself in every subject with the intensity of someone who refuses to accept incomplete answers. “He’s like a detective,” says a colleague. “He’ll keep asking questions, keep researching, and keep working until he understands every nuance.”

Throughout his career, Luis has worked at the intersection of tourism and technology, spearheading projects that integrate data, automation, and collaboration to enhance decision-making and operational efficiency. His initiatives consistently reflect a deep commitment to sustainable growth in the tourism sector, leveraging cutting-edge advancements to address industry challenges while meeting evolving consumer needs.

As industries navigate the complexities of Economy 5.0, we turned to Luis to explore some of the most pressing questions on leadership and innovation:

How do you see organizations can approach innovation when, most of the times, they need to balance for operational efficiency and sustainability?
This is a fundamental issue, especially for large numbers of units operating autonomously or as part of small networks, most of which lack the resources to address the issue strategically; it is a complex but achievable goal that requires a strategic approach integrating forward-thinking practices with a commitment to long-term viability. The fundamental path may require:

1. Establish a Clear Vision and Strategy

• defining objectives, aligned with business goals, clearly articulating what the organization aims to achieve with innovation, efficiency, and sustainability;
• integrating planning, developing a strategy that considers innovation, efficiency, and sustainability as interconnected elements rather than separate initiatives.

2. Balance Short-Term and Long-Term Goals

• identifying and implementing quick wins that deliver immediate benefits while building momentum for larger initiatives;
• making long-term, strategic, investments in innovation and sustainability that may have longer payback periods but offer significant future benefits.

3. Create a Culture of Innovation

• facilitating experimentation, where employees feel safe to experiment and learn from failure, taking calculated risks without fear of failure;
• encouraging cross-functional teams that bring different perspectives and expertise to the table, encouraging creative solutions;
• creating or facilitating internal processes of hearing and empowering employees, giving voice to their best insights about operational inefficiencies and guest pain points;
• supporting continuous learning, by promoting ongoing education and training to keep employees updated on the latest trends and technologies.

4. Leverage Technology and Data towards sustainability as an innovation driver

• adopting AI, IoT, Robotics and Automation to drive innovation and improve efficiency and automate routine tasks to free up resources for more strategic, innovative activities or sustainable sourcing;
• using AI-driven predictive analytics for demand forecasting, resource allocation, and dynamic pricing;
• adopting IoT & Smart Sensors to build sustainable, eco-friendly operations, optimizing energy use in rooms, kitchens, and HVAC systems to reduce waste and costs.

5. Optimize Operational Efficiency

• focusing on Process Improvement, continuously reviewing and optimizing business processes to eliminate inefficiencies and reduce costs;
• adopting Lean Principles to streamline operations and enhance value delivery;
• applying resource management to efficiently manage resources, including energy, water, and raw materials, to support sustainability goals.

6. Measure and Monitor Impact

• establishing KPIs to track progress in innovation, efficiency, and sustainability;
• conducting regular audits to assess the effectiveness of initiatives and identify areas for improvement;
• creating feedback mechanisms to gather insights from employees, customers, and stakeholders, using this input to refine strategies.

7. Engage Stakeholders

• involving employees at all levels in innovation and sustainability initiatives, encouraging ownership and accountability;
• educating and involving customers in the organization sustainability efforts, enhancing their loyalty and support; incorporating their feedback in the innovation strategy;
• facilitating community and industry collaboration, working with industry peers, community groups, and regulatory bodies to drive collective progress towards sustainability.

8. Partnering with Startups & Academia

• collaborating with startups and universities to explore AI, automation, and sustainability projects;
• encouraging fresh thinking initiatives such as Hackathons of incubation programs.

By integrating these strategies, organizations can create a balanced approach that drives innovation, enhances operational efficiency, and promotes sustainability, ensuring long-term success and resilience.

What do you see as the biggest opportunities and challenges for integrating automation and AI into traditional industries, such as the hotel sector?
The integration of automation and AI into traditional industries, particularly service industries such as hospitality, presents significant opportunities and challenges. Main opportunities include:

1. Enhanced Customer Experience

• personalization through AI can enhance guest satisfaction by offering tailored recommendations based on past preferences;
• 24/7 Availability: Chatbots and virtual assistants can provide instant responses to guest inquiries, improving satisfaction and operations efficiency;
• seamless check-in/check-out: Automated systems can streamline these processes, reducing wait times and enhancing convenience.

2. Revenue Growth

• dynamic Pricing: AI algorithms can adjust room rates in real time based on demand, competition, and other operational or market factors to maximize revenue;
• upselling and cross-selling: AI can identify opportunities to offer additional services or upgrades to guests, increasing revenue per customer.

3. Workforce augmentation and Operational Efficiency

• resource management: AI can optimize energy usage, housekeeping schedules, and inventory management, reducing costs and waste;
• predictive maintenance: AI can predict equipment failures before they occur, minimizing downtime and repair costs;
• staff allocation: Automation can help in efficiently allocating staff based on real-time demand, optimizing staffing, improving operations productivity and efficiency;
• augmentation: AI doesn’t replace human employees but can handle repetitive tasks, allowing staff to focus on high-value guest interactions.

4. Improved Marketing and Operations Data-Driven Decision Making & Customer retention

• market Analysis: AI can analyze market trends and customer feedback to help hotels adapt their strategies and offerings;
• predictive analytics help hotels anticipate guest needs and offer personalized promotions;
• performance Metrics: Automation can provide detailed analytics on various aspects of hotel operations, enabling data-driven decisions.

At the same time the adoption of AI and Automation create serious challenges to organizations, specially

High Initial Investment & Integration Complexity

• implementing AI-driven solutions (e.g., automated check-in, smart rooms) requires significant capital investment;
• integration with legacy hotel management systems (PMS, CRM, POS) can be complex and costly, requiring specialized skills to address them;
• ROI uncertainty: The return on investment may not be immediately apparent, making it a risky proposition for some businesses.

Workforce Displacement

• job loss concerns: Automation may reduce the need for certain roles, leading to workforce displacement and potential resistance from employees;
• skill gaps: Existing staff may require retraining to work alongside new technologies, which can be time-consuming and costly. Reskilling and new job opportunities gives new meaning to proactive, active employees.

Data Privacy and Security

• guest data protection: Handling large amounts of personal data raises concerns about privacy and the risk of data breaches;
• compliance: Hotels must ensure that their use of AI and automation complies with data protection regulations like GDPR.

Technology Integration

• Legacy systems: Many traditional hotels operate on outdated systems that may not easily integrate with modern AI and automation technologies;
• Interoperability: Ensuring that different technologies work seamlessly together can be a complex challenge.

Keeping Human Presence

• balancing automation and personal service: While automation can enhance efficiency, it’s crucial to maintain the human touch that many guests value in the hospitality industry;
• guest perception: Some guests may prefer human interaction over automated services, and finding the right balance is key. Finding the right balance between AI efficiency and human warmth is critical.

5. Reliability & Downtime Risks

• automated systems are prone to technical failures or cybersecurity risks that can disrupt operations;
• over-reliance on AI may cause issues when guests require immediate human assistance for complex requests.

6. Ethical Considerations

• bias in AI: AI systems can inadvertently perpetuate biases if not properly designed and monitored, leading to unfair treatment of certain guests;
• transparency: Guests may be wary of AI-driven decisions, especially if they are not transparent or easily understandable.

The successful integration of automation and AI in hotels requires a balanced approach—leveraging technology to enhance efficiency while preserving the human touch that defines hospitality. Investing in staff training, cybersecurity, and seamless AI-human collaboration will be key to overcoming challenges and maximizing the benefits.

What must a leader do to ensure that technology is used inclusively and ethically?
As technology becomes more embedded in business and society, leaders play a crucial role in ensuring it is developed and used ethically, inclusively, and responsibly. This requires a strategic, cultural, and operational approach:

1. Setting a vision and ethical framework

• defining ethical principles: leaders must establish clear ethical guidelines for technology development and use, ensuring alignment with values such as fairness, transparency, accountability, and inclusivity;
• promoting inclusivity: Advocate for technologies that serve diverse populations and address the needs of marginalized or underrepresented groups.

2. Fostering a Culture of Responsibility

• leading by example: model ethical behavior and decision-making, demonstrating a commitment to inclusivity and fairness;
• encouraging accountability: create mechanisms for holding teams and individuals accountable for ethical lapses or biases in technology.

3. Ensuring Diverse Representation

• building diverse teams: prioritize diversity in hiring and team composition to bring varied perspectives to technology design and implementation;
• engaging stakeholders: involve diverse stakeholders, including end-users, in the development process to ensure technologies meet the needs of all communities.

4. Promoting Transparency and Explainability

• demanding transparency: ensure that algorithms, data sources, and decision-making processes are transparent and understandable to users and stakeholders;
• supporting explainability: encourage the development of technologies that can explain their outputs and decisions in accessible terms.

5. Mitigating Bias and Discrimination

• auditing for bias: regularly assess technologies for biases in data, algorithms, and outcomes, and take corrective action when issues are identified;
• implementing fairness metrics: use measurable criteria to evaluate the fairness and inclusivity of technologies.

6. Investing in Education and Awareness

• training teams: provide ongoing training on ethical AI, inclusive design, and the societal impacts of technology;
• raising awareness: educate stakeholders, including customers and partners, about the importance of ethical and inclusive technology.

7. Advocating for Regulation and Standards

• supporting policy development: collaborate with policymakers to create regulations and standards that promote ethical and inclusive technology use;
• adhering to best practices: stay informed about and comply with industry standards and emerging best practices.

8. Ensuring Accessibility

• designing for All: prioritize accessibility in technology design to ensure it can be used by people with disabilities and other accessibility needs;
• removing barriers: identify and address barriers that prevent certain groups from accessing or benefiting from technology.

9. Monitoring and Adapting

• tracking impact: continuously monitor the societal impact of technologies and be prepared to adapt or discontinue tools that cause harm;
• staying agile: Be responsive to new ethical challenges and technological advancements, updating policies and practices as needed.

10. Collaborating Across Sectors

• partnering with others: work with academia, nonprofits, and other organizations to share knowledge and develop solutions for ethical and inclusive technology;
• engaging globally: consider global perspectives and collaborate across borders to address ethical challenges in technology.

By fulfilling these roles, leaders can help ensure that technology serves as a force for good, promoting equity, inclusion, and ethical responsibility in its development and deployment.