The Parador Nacional de Toledo was the chosen venue for the launch of SENDA CLM, a technology platform based on artificial intelligence developed by Madrija in collaboration with Accenture and funded by the RETECH program. With an investment of €2.4 million, this solution was created to transform hotel management in Castilla-La Mancha and improve the competitiveness of the tourism sector.
SENDA CLM is designed to help more than 4,000 accommodations in the region — from urban hotels to rural guesthouses — anticipate demand, optimize their rates, and maximize profitability, thanks to the power of data and intelligent analysis.
Technology with purpose and a vision for the future
The event was opened by Madrija’s CEO, Ismael Moreno, who recalled that the regional government approached them more than a year ago with the challenge of developing an innovative solution with real impact. “From the very first moment we knew this was about designing a technology platform, but going further. Our mission was to help build the future, with vision and with roots. Today that future is starting to take shape,” he said.
Moreno emphasized that SENDA CLM is the result of the talent of Madrija’s young teams, joint work with Accenture, and the strong support of the regional administration. “It’s a flawless example of public-private collaboration,” he concluded.
A platform built to transform the sector
The technical presentation was given by Alejandro Escario, Madrija’s CTO, who detailed the platform’s development process: from data collection and structuring to training the artificial intelligence models that power its predictive features.
Escario noted that the platform will allow operators to work with a strategic outlook, adjusting rates to actual market conditions. “In an environment where demand changes from one day to the next, keeping prices static means giving up potential revenue or wasting inventory. SENDA CLM is the antidote to hoteliers acting blindly, a way of operating that hurts their profitability and margins,” he stated.
Castilla-La Mancha, a national benchmark in tourism digitalization
According to the Regional Minister for Finance, Public Administration and Digital Transformation, Juan Alfonso Ruiz Molina, this platform becomes a comprehensive technology tool that will allow the regional hotel sector to improve planning, offer more competitive rates, and personalize services. A solution, he said, that is “agile, intuitive, and comprehensive,” framed within the regional Government’s Digital Strategy.
Castilla-La Mancha has been the first autonomous community to complete a RETECH project 100%, within the Spain Living Lab initiative, among the seven participating regions. A milestone that confirms the region’s leadership — and that of companies like Madrija — in digitalization applied to tourism.
Technology for SMEs and the self-employed
The Regional Minister for Economy, Business and Employment, Patricia Franco, noted that SENDA CLM arrives at an “optimal” moment, with record levels of occupancy and tourism supply. The tool, she said, will extend the benefits of artificial intelligence not only to large hotel chains, but also to the small businesses and self-employed workers who sustain regional tourism.
Franco estimated that the platform’s economic impact could reach €3,000 per year per establishment, which would mean a direct improvement in profitability for a large part of Castilla-La Mancha’s tourism sector.
A milestone led by Madrija, with global vision and local roots
In addition to a practical demonstration of the platform, the event included panel discussions with experts in digitalization and tourism.
The first panel featured Juan Pedro de Ruz (Director General of Digitalization and AI at the JCCM), Daniel Hidalgo (Managing Director of Data & AI for the public sector at Accenture), and Antonio Alcolea, Deputy Director General for Programs, Governance and Promotion at the Spanish Government’s Directorate General for Data. The panel was moderated by Alberto Morlanes, director of EL ESPAÑOL – EL DIGITAL CLM.
The second discussion, Tourism Challenges in the Region: Castilla-La Mancha, a Complete Experience, was moderated by Gema Molina, content director of Cadena SER in Castilla-La Mancha. This panel featured Ana Isabel Fernández Samper, Director General of Tourism at the JCCM; Alicia Cotorro, head of hotels at the Toledo Provincial Hospitality Association; and Carlos Roca de Togores, CEO of El Toril Glamping Experience.
With SENDA CLM, Madrija reaffirms its commitment to technological development with social and territorial impact, leading from Castilla-La Mancha a digital transformation that positions the region as a model for the whole of Spain.
Because when technology, data, people, and place connect with purpose, the future isn’t just imagined: it’s built.
