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EMAC 2021 Annual Conference

From Stage-Gate to Agile Product Development: The Case of Hotelbeds in the Tourism Sector

Published: May 25, 2021


Alejandro Llorente Marco, EAE Business School; Juan Ramón Campos-Blázquez, ESIC Business & Marketing School; Maria Soledad Celemín-Pedroche, Universidad Autónoma de Madrid


Surviving in an industry as dynamic and competitive as tourism, especially hit by the COVID-19 pandemic, requires the ability to successfully deliver new products and services to respond quickly to new customer needs. In this context, the consideration to adopt agile methodologies should be a must for any firm. Our findings from a single case study of the world’s leading bedbank – Hotelbeds (Spain) – shows how the firm is applying Agile’s core ideas to new product development and managing business operations. Its progressive adoption of agility has resulted in its decision to withdraw project management and organize around products geared towards customer needs. We present a five-step approach to take into account in an iterative agile product development journey.


We would like to thank Yolanda Gómez, Marisa Ocón, Josep Riudavets, Dean Mullane, Miquel Pascual, Alicia Calafat, Damien Laurelli and Celeste Gámez