Martin Soler

Partner at Soler & Associates

Martin Soler

Martin Soler is a former Hotel General Manager and Chief Marketing Officer of multiple hotel technology companies. Currently, he is a Partner in Soler & Associates a marketing consulting firm for hotel technology companies and groups.

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Insights by Martin Soler (36)

Working with OTAs: The Indirect Distribution Dilemma

Not working with OTAs is foolish. Their costs are within the average for distribution costs of other industries (auto industry is 30%, DTC e-commerce is 40-50%, Amazon sellers are around 45%).

The contactless guest journey is here to stay, or is it?

I believe contactless is here to stay. There is just no real added value to standing in line and waiting for a key or a check-in. I can't see anybody yearning for a queue again. But I think we (in the hotel industry) have erroneously linked the check-in and check-out experience with "human contact" and "service".

Where does the PMS sit in the new technology stack?

I tend to agree. A lot of people knock on the PMS as a legacy system and try to find other names for it. However I think the name is quite good. It says what it does quite well. But the idea that there's one system that manages everything is not practical and does not evolve well.

SHIFT + DEL! Do we need a massive reset?

I think there are really two different segments. The enterprise companies will want a best-of-breed approach where they get to assemble their stack with highly specialized systems that are the best at what they do, software that can really perform well for specific tasks and which is robust enough to manage multiple properties, regional reporting and configuration etc.
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