Winning the Modern Traveler and Hotelier Beyond the Lobby

At ITB Berlin 2026, the conversation shifted from simply automating old processes to fundamentally rethinking how service is delivered. In a session moderated by Lea Jordan at ITB’s Hospitality tech Track, industry leaders Wolfgang Emperger (Senior Vice President Europe & Africa, Shiji Group, and General Manager for Reviewpro Reputation) and Otto K. Lindner (Co-Founder & Managing Director, HospitalityX) shared a vision for a “front desk-less” future – one where technology follows the guest, rather than dictating their journey. 

Moving Beyond the Magnet of the Front Desk 

Lea Jordan opened the session by challenging the traditional hotel arrival. “Isn’t it weird that when you come to a hotel, you always get drawn like a magnet to this front desk? Someone is looking at a computer and can’t really engage with you. That’s not what hospitality should be.” 

This sentiment served as the foundation for the discussion: how can hotels move away from structural barriers and toward a mobile-first approach that prioritizes genuine human connection? 

The Case for Individualized Brands 

Otto K. Lindner, whose company HospitalityX manages eight diverse properties across Germany, Austria, and Switzerland, emphasized that modern hospitality is moving away from the “big brand” cookie-cutter model. 

“We truly believe that individual hotels and concepts are more successful in the German market than those operated by big brands,” Lindner noted. By developing unique brands and choosing agile partners like Shiji for their PMS, HospitalityX creates tailored experiences – from the world’s first stadium hotel in Leverkusen to a fully digital apartment concept in Düsseldorf. 

When Systems Dictate Process 

Wolfgang highlighted a major friction point in current hospitality tech: the legacy of disconnected systems. “The problem we see is that information doesn’t follow the guests. We shouldn’t ask the guest to move to where the process happens; we need to make it easier for our team to act where the guest is.”  

Emperger used the example of reputation management. Often, guest feedback ends up in a back-office silo (marketing or data analysis) instead of reaching the front-line staff who could use it to personalize a return visit. “I’ve stayed at a hotel 50 times in a year, and they still ask, ‘Have you stayed with us before?’ The information is there; it’s just not accessible.” 

High-Tech vs. High-Touch: A Tailored Approach 

The panelists agreed that there is no one-size-fits-all solution for digitalization. It depends entirely on the target group: 

• The Digital Concept: At the Zipper Hotel in Düsseldorf, HospitalityX opted for a “greenfield” approach with no reception. Guests check in and access their rooms via mobile keys. 

• The Traditional Resort: In contrast, their resort in the Black Forest retains a traditional desk. Guests there want to talk through spa treatments and family activities in person. 

“Even five-star segments are willing to be more digital,” Lindner observed, “as long as it’s linked to a premium guest experience.” 

The Cultural Shift: Empowerment and Education 

One of the most significant hurdles to this vision is changing management. Moving to a mobile-first model requires a mindset shift for staff who have worked in the industry for decades. 

Lindner described the shift toward “all-rounders” – employees who aren’t siloed into “Reception” or “F&B” but are empowered to handle various guest needs. Emperger drew a parallel to the McDonald’s kiosk strategy: “Everyone thought it was a cost-cutting exercise, but it was the opposite. It brought staff from behind the counter to the front, improving service and actually increasing revenue.” 

The session concluded with key takeaways for those looking to evolve their operations: 

Actionable Advice for Hoteliers 

1. Don’t Just Automate – Rethink: Don’t just take an old paper process and put it into a computer. Use technology to remove the process entirely where possible. 

2. Harmonize Your Tech Stack: Disconnected systems (PMS, Spa, Golf, POS) lead to a disjointed guest journey. Aim for a unified environment where data flows freely. 

3. Invest in Change Management: Technology is only the support; success requires a partnership between the tech vendor and the internal team to guide employees through the transition. 

4. Define Your USP: Whether it’s a stadium hotel or a digital apartment, the technology should serve the unique experience you are trying to build. 

Conclusion 

The future of hospitality isn’t just about mobile keys or apps; it’s about resilience and flexibility. By breaking down the physical and digital silos of the front desk, hoteliers can finally return to the core of their profession: focusing on the guest. 

Interested in learning more insights on the evolution of hotel technology? Join the conversation on YouTube with Wolfgang Emperger and Otto K. Lindner to learn more.