Hotel Yearbook Articles

Do’s & Don’ts for Turning Guest Data Into Direct Bookings

You have probably heard it before: your guest data is one of your hotel's most valuable assets. But here’s the uncomfortable truth. Most of it is just sitting there, untouched. Unused. Unloved. And that’s a problem. Because data doesn’t drive value unless it’s activated. When you connect the dots between systems, teams, and guest touchpoints, magic happens. Suddenly, you are not just sending emails, you are sending the right message to the right guest at the right time. You are not just answering phone calls, you are anticipating needs. And you are not just looking at dashboards, you are making decisions that move the needle on loyalty, bookings, and revenue. Ready to turn that data dust into gold? Let’s get into it.

By Karen Stephens, Chief Marketing Officer, Revinate, Inc.

Technology Mindset

As the hospitality industry stands at a crossroads between tradition and innovation, Ian Millar—Senior Lecturer in Entrepreneurship and Innovation at EHL and a leading authority in hospitality technology—invites readers to rethink long-held assumptions about the guest experience. Drawing on his dual expertise in hospitality and information technology, as well as his experience advising hotels and technology startups worldwide, Millar explores how a technology mindset is not only compatible with great service, but essential for meeting the evolving expectations of guests in 2025 and beyond.

By Ian Millar, Senior Lecturer Hospitality Technology, EHL

Do's & Don'ts of Going Paperless and Digital in the Guest Journey

If you have traveled in the past couple of decades, you have likely experienced a hotel room overflowing with printed material. Menus, brochures, directories, safety guides, city maps, and the occasional glossy magazine were all part of the package. While once helpful, this paper overload feels increasingly out of place in today’s connected world. Guests now expect simplicity, clarity, and digital access.

By Nikolay Beloshitsky, CEO and founder, Hoteza

Using AI for a Personalized Approach to Elevate Hotel Services and Guest Loyalty

The hospitality industry is undergoing a powerful transformation, shaped by the rise of artificial intelligence and the growing demand for highly personalized guest experiences. According to a recent Boston Consulting Group survey, 80 percent of consumers worldwide now expect tailored interactions. This shift is not about replacing people with machines. It is about using technology to create smarter, more intuitive service that exceeds expectations, strengthens loyalty, and supports long-term business success.

By Jason Bryant, Vice President Strategic Growth Initiative, Oracle Hospitality

Shaping Tomorrow’s Hotel: Smart and Human-Centered Innovation at Caro Hotel

I believe the hospitality industry is standing at a pivotal moment, with both the opportunity and the responsibility to shape what comes next. This future will not be defined by technology alone but by the clarity of vision we bring as hoteliers and professionals. As innovation accelerates, it is our purpose, empathy, and intent that will determine whether these tools help us build a more resilient, human centered industry or simply add to the noise.

By Juan Sánchez-Villar, Chief Operating Officer (COO), Caro Hotel

How Ready Is Europe’s Hotel Industry for AI? Insights from a Multi-Country Survey

Talk to any hotel executive today and artificial intelligence is almost guaranteed to be part of the conversation. From predictive analytics to personalised guest messaging, AI is widely seen as the next frontier in hospitality innovation. But how far have we really come, and where is the line between aspiration and implementation? To answer that, we surveyed over 1,000 hotels across Europe. What we found was a mixed picture, one that reveals both strong belief in AI’s potential and the practical barriers still holding many hotels back.

By Roland Schegg and Michael Fux

Next-gen Operational Intelligence = Operations + Business Intelligence + AI

Operational Intelligence in hospitality has come a long way. Business Intelligence platforms helped pave the path by giving property leaders visibility into key metrics through dashboards and web portals. But while these tools showed what was happening, they often stopped short of explaining why. That missing piece is now within reach. Thanks to recent advances in artificial intelligence, we are entering a new phase of Operational Intelligence. Property teams can now access real-time insights, uncover root causes, and take smarter actions to drive profitability and performance.

By Matt Schwartz, Chief Technology Officer (CTO), Sage

Best Check-in? ¶No Check-in!

It’s 2025. You can fly across the Atlantic, binge watch a series at 30,000 feet, call a ride with a tap, and unlock your front door with your phone. But step into many hotels and suddenly it’s like the future hit pause at the front desk. The check-in process, still clunky, still manual, still weirdly sacred, somehow remains frozen in time. And the most ironic part? We keep calling it “hospitality.”

By Dr. Andreas Krobath, Founder & CEO, Absolute Future IT & Marketing GmbH

Doing More With Less: The New Reality For Hotel Profitability

Labour shortages and global uncertainty are putting serious strain on hotel operations. Margins are tighter, expectations are higher, and operators are being asked to deliver more with fewer resources. In this environment, technology is no longer a nice to have. It is essential. From automation to integration, the right tools can help you streamline operations, improve the guest experience, and protect your bottom line. Here is a practical look at what to do and what to avoid when using tech to ease the pressure and run a smarter, more efficient property.

By Sandrine Zechbauer, Chief Marketing Officer, RMS

Strategic Foresight: Getting Ahead in Hospitality Talent Tech

Thinking about technology in hospitality, I often reflect on how it used to feel like something separate, an add-on. Today it is woven into everything we do, especially in something as crucial as managing our talent. And with artificial intelligence, particularly generative AI tools, grabbing headlines, we are entering a new era in how we think about and handle our people strategies.

By Georges El Hajal, Senior Lecturer and Researcher, NHL Stenden University of Applied Sciences

Consulting-Dō: The Way of the Ethical Consultant ¶(A Manifesto)

Believe it or not, this isn’t another late night monologue about AI sentience or the metaverse melting our brains. This one is about something simpler and, honestly, more urgent. It is about consulting, what it is, what it is not, and why it is time we stopped treating it like an Instagram filter for our careers. Somewhere between rooftop selfies and recycled slide decks, the core of this job got lost. So whether you are thinking of becoming a consultant or about to hire one, consider this your cheat sheet. No fluff, no pitch, just the truth.

By Simone Puorto, Head of Emerging Trends and Strategic Innovation, Hospitality Net

The Next Service Era: Hospitality Boosting Through Automation and Digitalization

Hospitality is undergoing a fundamental transformation - driven not only by digitalization and artificial intelligence, but by a new understanding of what human-centered service means in a tech-enabled world. Based on insights from the FutureHotel Innovation Network at Fraunhofer IAO, this article explores how hotels are shifting from standardized procedures toward more adaptive, emotionally intelligent service models. Automation is not replacing humans - it’s freeing them to do what they do best: create genuine, meaningful guest experiences. In this new era, technology doesn’t undermine hospitality’s human core; it enables its renaissance.

By Prof. Dr.-Ing. Vanessa Borkmann, Research Director and Head of the FutureHotel Innovation Network, Fraunhofer IAO

Agentic AI – The Single Biggest Impact Of AI On Hospitality

Hospitality is on the edge of its next great transformation, and this time it is not mobile driving the change. It is AI. Just look at the numbers. In April 2025, ChatGPT recorded over five billion visits, while traffic to Google declined. This shift marks more than a trend. It signals a complete rethinking of how travel is researched, planned, and booked. And at the center of it all is Agentic AI, the technology that may soon redefine the entire guest journey, from inspiration to reservation.

By Max Starkov, Hospitality & travel technologist and digital strategist, Hospitality Net

The United Nations of Hotel Tech (A Cautionary Tale in Three Acts)

Let’s be honest. Hotel tech is a mess. Not a quirky, fix-it-with-duct-tape mess, but a full-on, integration-induced identity crisis. Every time a vendor tries to connect to a PMS, a developer cries. The industry has spent years chasing standards, frameworks, and white papers, only to end up with a Frankenstein stack of systems that barely speak to each other. And for what? So we can proudly say we built a digital house of cards that collapses the moment someone updates an API?

By Ira Vouk, Hospitality Tech and AI Consultant, Hospitality 2.0 Consulting

Why the Future of Hospitality Excellence Will Be Defined by Digital

Luxury in hospitality is no longer defined by marble floors or high thread count sheets. It is measured by how seamlessly your digital ecosystem meets guest expectations. The modern traveler is not impressed by a fruit basket or a bathroom phone. They are looking for instant connectivity, intuitive digital touchpoints, and a smooth journey from booking to check out. In this new era, your hotel’s ability to deliver digitally is not a bonus. It is the baseline.

By Terence Ronson, Founder & Managing Director, Pertlink Limited

Wellness Experience Data as a Goldmine for Real Hospitality

It’s easy to think wellness is just another bolt-on, like bath salts or green juice in the minibar. But the truth is, wellness isn’t just a trend. It’s a trillion-dollar shift in how people travel, spend, and stay. And if you are in hospitality, it’s your business to care. Not just in the fluffy “feel good” sense, but in a data-driven, revenue-boosting, loyalty-building kind of way. Because when guests start choosing hotels based on how they feel after check-out, you will want to be the one showing them measurable results.

By Larry Mogelonsky and Adam Mogelonsky

Welcome to The Hotel Yearbook Technology 2025

Welcome to The Hotel Yearbook Technology 2025

If you’re flipping through this publication in search of buzzwords and hype, I’ll save you some time… this isn’t that kind of yearbook. HYB Technology 2025 is where we talk about what’s working, what’s not, and what’s just been duct-taped together for the 20th year in a row.

By Ira Vouk, Hospitality Tech and AI Consultant, Hospitality 2.0 Consulting

Sustainable Tech: Pioneering Green Hotel Buildings and Operations

Just coming out of the hottest year on record, the hospitality industry is at a pivotal moment in its sustainability journey. With global climate targets, shifting consumer expectations, and increased regulatory pressure, hotels must accelerate their transition toward greener buildings and operations. 

By Inge Huijbrechts, Chief Sustainability and Security Officer, Radisson Hotel Group

Harnessing Technology for Biodiversity Management

As the world grapples with biodiversity loss, tourism businesses in protected areas are leveraging technology to monitor, protect, and restore these vulnerable ecosystems.

By Dr. Anne-Kathrin Zschiegner, Executive Director, The Long Run

In 2025, Travelers Want Hassle-Free Trips : How Generative AI Can Help

Consider the last time you set out to plan your next holiday. Did you find it easy to make a quick decision on where to go, which airline and hotel to choose, which experiences to pick or restaurants to dine at? Chances are you didn't. And you're not alone.

By Emily Weiss, Global Travel Industry Sector Lead, Accenture