Luis del Olmo is a marketing expert in the lodging and tourism industry. He has over 30 years in the creation of national and international hotel/resort projects. Earlier he was Vice President of Sales and Marketing in Holiday Inn. He joined Meliá Hotels International as Executive Vice President and CMO, and contributed to the repositioning of the brands and participating in taking the company public in 1996. He created one of the first online travel agencies in Spain: Meliá Viajes- Lastminute.com. He is a founder of Idiso Global Hotel Distribution and President of Barlears.t, the Cluster of Technology and Innovation in Tourism of the Balearic Islands. He sits on the board of the Economic Council and the Tourism Foundation of the Balearic Islands. luis.del.olmo@idiso.com