Enjoy the passionate discussion between Ira Vouk (author of "Hospitality 2.0", industry consultant and tech innovator) and Max Starkov (Hospitality & Online Travel Tech Consultant & Strategist) on the role of technology in our industry.

The conversation starts with a discussion about Ira Vouk's recent release of "Hospitality 2.0" that has drawn a lot of attention from various stakeholders in the travel industry and continues to a controversial topic of the role of brands in our industry and which segment is more innovative, where Ira and Max represent 2 opposing views as they come from different generations of technologists.

The discussion then evolves to talking about the reasons for low technology adoption and how the pandemic turned things around, forcing hospitality companies to find innovative ways to run their businesses in the situation of labor shortage. The conversation ends with how to help the industry evolve through raising awareness and technology education.

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