Joao Pronto is IT Professor at ESHTE – Estoril Higher Institute for Tourism and Hotel Studies, the main Hospitality University in Portugal, since 1996. He teaches and research mainly the workflows of Hyper-personalization processes, Unified Communications, and tech innovations in the Hospitality Field, as In-Room entertainment innovation. His research in master’s degree, (2002) was about an Expert System (an Artificial Intelligence System) that provides to the Tourists a dashboard where they can choose thematic pics and videos, and the System reply to the Tourist, personalized tourist services based in the Tourist aims and behaviors. Now a days, we call to this approach hyper-personalization in tourism and hospitality. In the past 17 years, in the PhD studies, João Pronto his collaborating with some of the main Hotel Chains in Portugal. His main publications, and speech are: IGI Global Publication Book: Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality, 2022. Algarve Summit – Disrupt’22 – Hyper- Personalization in Hospitality, 2022. 7th Circle Conference – eServices and strategy in the Hospitality Industry: The Altis Hotels Business Case, 2010. Eyefortravel, The Empowerment of Internet 2.0 in Hospitality and Tourism, 2007. In www.turisver.pt writes opinion articles, in a monthly base, about tech applied to the Hospitality field.