Representatives of the ReTour project from Jordan University of Science and Technology (JUST) and Specto held a meeting with the Chairman of the Jordan Hotels Association to explore opportunities for supporting digital transformation and enhancing the digital readiness of Jordan’s hotel sector, particularly for small and medium-sized enterprises (SMEs) in hospitality and tourism.

During the meeting, participants discussed key pillars related to developing hotel digital infrastructure. This includes adopting integrated digital systems, such as booking platforms, tracking and analytics dashboards, and data management tools, which contribute to improving operational performance and driving more efficient decision-making.

The discussion also highlighted the importance of leveraging data to support operational and strategic decisions, alongside reviewing cost-effective tech solutions—such as lightweight ERP systems—that help hotel establishments boost operational efficiency and competitiveness.

Attendees emphasized the critical role of training and capacity building for hospitality staff, as well as supporting startups and SMEs to keep pace with changing market demands and rapid digital developments. Furthermore, the meeting stressed the necessity of improving customer experience, service quality, and hotel digital presence as essential factors for driving tourism and hotel sector growth in Jordan.

This collaboration falls under the activities of the ReTour project, funded by the European Union through the Interreg NEXT MED program. The project aims to empower tourism SMEs across the Mediterranean region through innovation, digital transformation, and regional cooperation.

The project brings together partners from six Mediterranean countries—Greece, Cyprus, Jordan, Turkey, Italy, and Lebanon—with the participation of specialized academic and sectoral institutions.