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Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

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. 

Melissa Jurkoic
By Melissa Jurkoic, Chief Operating Officer (COO), Benson Consulting Inc.
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

Hotel Guest-Facing Automation vs. Traditional Manual Systems: An Evolving Landscape of Service Delivery

The adoption of automation in hotel guest services has inspired both enthusiasm and hesitation. While the promise of streamlined operations and elevated guest experiences is clear, the reality on the ground is more complex. Automation is not sweeping across the guest journey uniformly; rather, it is advancing in fits and starts, finding strong footholds in some areas while barely disrupting others. This analysis offers a structured, stage by stage examination of where automation is currently outperforming manual systems, where the two coexist in equilibrium, and where the irreplaceable value of human interaction still holds firm. The objective is not to crown a victor in the automation versus manual debate, but to understand how these modes of service interact and where their balance best serves both operational goals and guest expectations.

Carl Winston
By Carl Winston, Founding Director, Payne School, L. Robert Payne School of Hospitality & Tourism Management at San Diego State University (SDSU)
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

Hospitality Tech Doesn’t Speak For Itself

Let’s be honest. In hospitality tech, shouting louder doesn’t mean being heard. You can have the best product, the most visionary team, and the slickest interface in the industry, but if you can’t tell your story clearly, to the right people, at the right time, you’ll be stuck spinning your wheels. Strategic communication isn’t just about press releases and buzzwords. It’s about translating complexity into clarity, turning technical features into business value, and building a brand people actually trust. Whether you're courting investors, selling to hotel operators, or rallying your internal team, great communication is your unfair advantage. And in a noisy, crowded, fast moving market, it might just be your most important one.

Anne Bleeker
By Anne Bleeker, Founder and Managing Director, IN2 Consulting
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

Shaping the Future of Hospitality: Innovations and Technologies for the Present and Beyond

Let’s face it. Hospitality isn’t what it used to be. And that’s a good thing. We’ve moved beyond bellhops and buffets as the main differentiators. Today’s guest doesn’t just want a clean room and a friendly smile. They expect seamless, intuitive, tech-powered experiences that feel personal without feeling invasive. At the same time, hotel teams are navigating a complex mix of pressure points, from labor shortages to cybersecurity, from contactless everything to space tourism, no less.

Tevfik Demirciftci
By Tevfik Demirciftci, Assistant Professor of Hospitality, Colorado Mesa University
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

Why We Still Can’t Get Sh*t Done: Breaking the Traps That Hold Us Back

If you’ve worked in hospitality long enough, you know this dance. The strategy decks pile up. The ideas are solid. The problems are clear. And yet somehow we’re still stuck. Not because we’re clueless. Not because we’re lazy. But because something always gets in the way of execution. The day gets busy. The budget gets tight. The email gets buried. And before you know it, the thing you meant to tackle is still sitting on your to-do list, three quarters later. 

Dan Wacksman
By Dan Wacksman, Principal, Sassato LLC
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

The Final Differentiator: Empowering Human Connection in a Tech-Driven Hospitality Future

You can automate the check-in. You can personalize the minibar. You can even predict a guest’s room temperature preference based on weather and booking channel. But unless the experience leaves someone feeling seen, none of it matters. As AI becomes the quiet engine running hospitality in the background, the real question isn’t what we can do with it. It’s what we choose to make visible. Because in a world where technology handles the complexity, the defining moments will be defined by something simpler: the warmth of human connection.

Mike Rawson
By Mike Rawson, Chief Information Officer, citizenM, Another Star
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

Emerging Dynamics in Hospitality in 2025: A Future Around Digital Identity

Hospitality has never just been about rooms, rates, or reservations. It’s about recognition: the ability to know your guest, remember their preferences, and deliver a stay that feels like it was designed just for them. In today’s world, that recognition is going digital. From biometric check-ins to identity-linked loyalty rewards, a quiet revolution is unfolding, one guest profile at a time. But this is not simply about using technology for the sake of it. It is about creating seamless, secure, and personalized journeys that begin well before arrival and continue long after departure.

Pedro Torres
By Pedro Torres, CEO and Co-Founder, Youverse
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IHG signs dual-brand deal to bring the first Kimpton and EVEN Hotels to Jeddah’s King Abdullah Sports City

IHG Hotels & Resorts, one of the world's leading hotel companies, has announced the signing of two new hotels, Kimpton and EVEN Hotels Jeddah King Abdullah Sports City (KASC) - in partnership with Koushan Real Estate Development Company. Located within the masterplan of King Abdullah Sports City, a landmark district surrounding the stadium that will host the 2034 FIFA World Cup, the new properties are set to open in 2028, marking a significant milestone in IHG's growth in the Kingdom's fast-evolving hospitality landscape.

EVEN
Jeddah, Saudi Arabia
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

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.

Karen Stephens
By Karen Stephens, Chief Marketing Officer, Revinate, Inc.
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

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.

Ian Millar
By Ian Millar, Senior Lecturer Hospitality Technology, EHL
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

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.

Nikolay Beloshitsky
By Nikolay Beloshitsky, CEO and founder, Hoteza
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It's not a KPI problem, it's a logic problem

To KPI or not to KPI assumes that metrics are the lever. But in real estate and hospitality, the real lever is sequencing. We don't have a KPI problem, we have a decision logic problem. KPIs are just the output of upstream workflows. Yet in 2025, asset upgrades still rely on fragmented, manual processes that break long before reliable data is even available. We have seen how KPIs can backfire, especially when short-term metrics or legacy certifications are mistaken for long-term assurance. One of our clients proudly achieved BREEAM Excellent just a few years ago, only to now face an EPC E rating and a multi-million-pound retrofit bill. The upgrades were superficial, the certification held weight at the time, but the building is now non-compliant. KPIs weren't wrong: they were simply disconnected from science-based targets and emerging regulation. At SustainCRE, we are not optimising metrics. We are codifying the system logic that gets buildings upgraded faster, cheaper and with measurable yield. Think of it like a self-driving car. You feed it inputs — destination, weather, traffic — and the system determines the best path, recalibrates in real time, and gets you there more efficiently. The result? Optimised KPIs as a by-product:

Lucienne Mosquera
View by Lucienne Mosquera, Co-founder of SustainUK and currently developing services to accelerate and simplify decarbonization and optimization of building and retrofit projects, Hospitality Business Development
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Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

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.

Jason Bryant
By Jason Bryant, Vice President Strategic Growth Initiative, Oracle Hospitality
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

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.

Juan Sánchez-Villar
By Juan Sánchez-Villar, Chief Operating Officer (COO), Caro Hotel
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From Guest Sentiment to Ecosystem Health: The KPIs That Will Shape Hospitality’s Future

If we want KPIs to reflect meaningful progress—not just numbers in a dashboard—we need to start at the top. That means rethinking how we incentivize leadership. Most hotel bonus structures are still tied exclusively to revenue. But what if hitting sustainability KPIs—like reducing waste, engaging local communities, or improving staff well-being—was also rewarded?

Amy Wald
View by Amy Wald, Founder and President, Greenluxe Inc.
Willy Legrand
By Willy Legrand
Expert Views (14)
Maribel Esparcia Pérez
Maribel Esparcia Pérez, COO, Honest Operations

Hotels have focused their attention on utility-related metrics. As a result, the measurement of hotel consumption data and KPIs feels like a tick-box exercise. However, when it comes to social metrics—such as well-being, employee retention, education, human rights, or the suppliers audited to ensure compliance with the company's code of conduct—these indicators are crucial.

Adam Maclennan
Adam Maclennan, Senior Managing Director, Head of UK & Ireland, PKF hospitality group

Share price and value are correlated to current and expected future profits, which can depend on decisions from governments with short term priorities who legislate for GDP growth as a solution to most of their problems. We should be pushing for a lasting global commitment to change the collective vision of success, and to accept that success shouldn't be measured in purely economic terms.

Melinda Ratkai
Melinda Ratkai, Dr. Professor of Hospitality Business, Hotelschool The Hague

What do KPIs, certificates, and ESG ratings have in common? They're all tools we use to measure impact and performance. But can one metric, or even one system, capture everything at once? Probably not. As we navigate ESG reporting, the challenge isn't just what to measure, but how much, how specifically, and how meaningfully.

View all Answers
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

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.

Roland ScheggMichael Fux
By Roland Schegg and Michael Fux
Hotel Yearbook Article The Hotel Yearbook 2025 - Technology Edition

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.

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