On the morning of August 14, at Órbi Conecta, in Belo Horizonte (MG), Guilherme Castro, CEO of Samba Hotels Group, participated in the launch of the book Digital Transformation Beyond the Obvious, of which he is co-author.
The book brings together case studies of Brazilian companies that distinguished themselves through strategic and innovative digital transformation processes. More than just the implementation of new technologies, the book explores how organizational culture, governance, management, processes, and the intelligent use of data combine to generate success stories and resilience in constantly changing environments.
Organized by Ana Catarina Lima Silva, a speaker, advisor, author, and entrepreneur, the book offers a multidimensional analysis that considers not only technical aspects but also human and cultural factors that drive—or limit—transformation. The result is an invitation to rethink concepts and see opportunities where there were once challenges.
In the hotel industry, Samba Hotels Group applies this mindset to transform the way hotels operate and position themselves in the market. More than just managing hotels, the chain acts as a strategic partner, creating the conditions for each hotel to achieve greater competitiveness, financial health, and relevance in its destination, always aligning innovation with guest experience.