Knowledge and Learning in the big Spanish hotel chains in Iberoamerica: Internet as a tool of organizational learning

Learning and organizational knowledge management are key elements for the management of the hotel chains. However, the different types of clients that lodge in their hotels make impossible a homogeneous and standardized treatment. Because of this, it is necessary more knowledge of their specific preferences, in this way each client will feel as a special and only guest. In consequence, the traditional methods of information reception of the clients' necessities and preferences, should be used linked with the new technologies, especially Internet. The classic methods used by the chains are based in two ways, first the own client says directly their preferences to the hotel, second the employees, individually or in group, learn from the clients, stored these knowledge and used it in other visit of the client to the hotel. Therefore, in this paper we defend that the big Ibero-American hotel chains will pay attention to the possibilities that Internet offers them. The objective is to learn of the clients by means of their tastes, the things they need and their preferences when the clients surfing their page web.