Alex Fenzl

I am a Hospitality Tech Strategist and the Founder of HospitalityTech.it. I help hotels and technology providers turn technology, data and automation into operational efficiency, revenue and better guest experiences.

Experience. I have more than 30 years in hospitality. I started out in luxury hotels and international resorts in Monaco and Milan, including Le Méridien, the Monte Carlo Bay Hotel & Resort and the Grand Hotel et de Milan. There I built a solid foundation in sales, events, account management and commercial relationships, and learned how a hotel works from the inside.

For almost twenty years I have worked for technology and SaaS companies serving hospitality, including Swisscom Hospitality Services, Zeppelin Group, The Originals Human Hotels & Resorts, Shiji Group, Wifirst and Amadeus Hospitality. I have led business development, market expansion, strategic partnerships and digital transformation projects for hotels and operators, both in Italy and internationally. I have worked on distribution, CRM, connectivity and guest technology, and have built commercial ecosystems connecting hotels, vendors and technology partners.

Expertise. This dual perspective, as both hotelier and technology partner, shapes my approach. Technology doesn't create value just because it's new. It creates value when it solves a real problem, fits into existing processes, is adopted by people and improves a measurable outcome.

Today my work focuses on:

- hospitality technology strategy and tech-stack assessment;

- AI, automation and data-driven operations;

- revenue management, CRM, distribution and direct booking;

- vendor selection, integrations and technology adoption;

- go-to-market and partnerships for hospitality SaaS;

- B2B content strategy and demand generation.

What I do today. With HospitalityTech.it I am building an independent ecosystem that helps hoteliers navigate solutions, vendors and complex decisions. Through guides, comparisons, content, advisory services and partnerships, we make it easier to choose PMS, RMS, CRM, AI, automation, direct booking tools, operations and energy efficiency solutions, and to get the most out of them.

I also support providers and vertical SaaS companies that want to grow in the hospitality market. I work on positioning, go-to-market, partnerships, content and demand generation to build a more structured and predictable sales process. I also carry out technology audits and build practical tools, such as CRMs and growth platforms, to turn consulting experience into repeatable processes.

Approach. I believe in human-first innovation: less complexity and hype, more adoption, more results and more time given back to hotel staff. On the HospITALY panel I bring the view of someone who knows both the hotel side and the technology side, with an independent perspective on what really works in the Italian market.