When the aviation industry faced turbulence in 2008, José Perona didn’t just land; he took off in a new direction. From the ashes of a bankrupt airline, he found inspiration to create ClickToTravel Mallorca, a tech company that helps hotels master direct online sales and digital transformation.

Today, as Co-Founder and CEO, José leads a team of over 25 professionals who are shaping the future of e-tourism through technology, data, and a deep understanding of the hospitality sector.

A Vision Born from the Aviation Industry

José’s journey began in the R&D department of Futura International Airways, where he worked for more than seven years. There, he cultivated a keen interest in revenue management, optimising pricing and capacity to maximise profit.

“In aviation, we were already using advanced data analysis and technology to manage revenue,” José recalls. “I realised that the hotel industry could benefit from similar strategies but with a more personal, human approach.”

When Futura shut down during the oil price crisis, José and his colleague Pep Díaz saw an opportunity. Together, they founded ClickToTravel, a company created to help hotels boost direct sales, lessen reliance on third parties, and connect directly with guests.

“We wanted to combine our technical expertise with the emotional aspect of hospitality,” José says. “That’s how ClickToTravel was born.”

The Mission: Empowering Hotels Through Innovation

ClickToTravel helps hotels optimise their web presence, digital marketing and guest experience through innovative technology. The aim is clear yet ambitious: to make each hotel’s direct channel as effective as any OTA or even better.

“The hotel sector evolves every day. You must be agile, flexible, and ready to innovate constantly.”

This philosophy has kept ClickToTravel at the forefront of Mallorca’s competitive scene. Travel-tech scene, where major hotel chains and digital startups coexist in what José calls “a healthy competition that drives excellence.”

Leadership That Grows with the Team

When ClickToTravel began, José and his co-founder were a team of three. Today, they have grown to over 25, and that expansion has changed his leadership style.

“At the beginning, you do everything yourself,” he laughs. “But as you grow, leadership becomes about people, not tasks.”

His management style emphasises collaboration, inclusion, and adaptability. He believes in fostering an environment where everyone feels valued and motivated to contribute.

“A company’s strength comes from trust and teamwork,” he says. “When people feel involved, innovation follows naturally.”

Leading with Purpose in Mallorca

For José, being a leader in Mallorca means more than running a successful business; it means protecting the island’s heritage and promoting sustainability.

“Mallorca is our home. Economic growth must go hand in hand with respect for nature and our community.”

He also recognises the island’s unique position as a global hub for tourism and technology. Some of the world’s largest hotel chains and tech innovators are based there, making competition fierce but stimulating.

“It’s challenging,” he admits. “But it forces us to stay sharp and keep evolving.”

Innovation at the Core

ClickToTravel’s DNA is built on research and development, as well as agility. The company uses data analytics to understand traveller behaviour and predict trends, a critical advantage in a fast-changing industry.

“We’re obsessed with user experience,” José says. “Delivering exactly what a traveller is looking for, that’s marketing excellence.”

The team is now getting ready to launch an AI-powered content management system; a project José describes as “a revolution in how hotels manage their websites and marketing.”

The Human Side of Technology

Despite his passion for tech, José is quick to remind you that technology should always serve people, not the other way around.

“Our tools are built to empower hotel teams, not replace them,” he emphasises. “The human factor is what makes hospitality special.”

That belief also shapes ClickToTravel’s work culture. The company offers a 3/2 hybrid model, flexible hours, and strong support for working parents, ensuring that employees can thrive both professionally and personally.

“A balanced team is a happy team,” José smiles. “And happy teams build better products.”

Collaboration and Community

José values relationships as much as results. ClickToTravel collaborates with major hotel chains, including Petit Palace, Fergus Hotels, Ona Hotels, and Ferrer Hotels, as well as independent properties throughout Spain.

“We treat every project the same, let it be big or small,” he says. “Excellence doesn’t depend on size; it depends on attitude.”

Beyond business, he believes in maintaining strong ties with local institutions, tourism boards, and partners to support Mallorca’s growth as a sustainable travel destination.

Nurturing Talent in a Competitive Market

Attracting and retaining talent on the island isn’t easy; high living costs and limited housing are real challenges. But José’s solution is simple: value people beyond paychecks.

“We offer flexibility, autonomy, and purpose,” he explains. “That’s what keeps people here.”

Each project at ClickToTravel is different, which keeps creativity alive and prevents routine fatigue.

“We never stop learning,” he says. “Every hotel teaches us something new.”

The Future of ClickToTravel

José’s short-term goals focus on the company’s AI-driven content manager and expanding nationally. Over the coming years, ClickToTravel aims to establish offices in key regions across Spain, tailoring to each market’s needs while maintaining a focus on innovation.

“We’re growing, but our values remain the same. Passion, adaptability, and commitment,” José affirms.

In the long run, he envisions a more sustainable and personalised travel industry, where data and empathy coexist.

“Travellers want authenticity,” he says. “Our job is to help hotels deliver it, responsibly.”

Finding Balance

Despite leading a fast-growing tech company, José insists on maintaining his own balance. His secret? A quiet morning ritual.

“Every day starts with coffee with my wife from 7 to 8,” he shares. “It’s our time to talk, dream, and start the day with perspective.”

For José, leadership begins with clarity, both in mind and in heart.

“If you take care of yourself and your people,” he says, “everything else follows.”

Conclusion

From his early days in aviation to leading one of Mallorca’s most innovative travel-tech firms, José Perona’s story is one of reinvention, purpose, and heart.

He demonstrates that even in a data-driven world, leadership remains about people, listening to them, trusting them, and growing together.

“Passion and commitment are what turn an idea into a legacy.”