User Adoption Isn’t Enough: Accelerate Proficiency & ROI in Hospitality Tech

For all the buzz around digital transformation in hospitality, the reality is far less polished. Technology is being bought, installed, and announced with fanfare, yet it’s still not delivering on its promise. Why? Because installing tech isn’t the same as adopting it. And adopting it isn’t the same as mastering it. 

After 25 years in the industry, I have seen the same pattern repeat: tools that should drive progress end up gathering dust. Not because they’re flawed, but because we have overlooked the human side of innovation. The real challenge isn’t choosing the right platform, it’s building the muscle to use it well. This isn’t just a tech problem. It’s a leadership problem. A communication problem. A change management problem. And solving it starts with one simple shift: prioritize people first.

The gap between technology implementation and its full potential is still wide and pervasive in the hospitality industry. As a passionate technologist, I find it frustrating that this challenge has persisted throughout my 25-year career and for many years before.

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The Hotel Yearbook 2025 - Technology Edition

The HOTEL Yearbook Technology 2025 delves into the transformative power of data in the hospitality industry, exploring how the "everything-data decade" is reshaping the landscape. This year's edition brings together perspectives from global hotel brands, technology providers, consultants, and academics to answer a critical question: How can hotels harness technology to drive real, sustainable success?
www.hotelyearbook.com/edition/technology-2025.html