Building Purpose-Driven Hospitality with Technology: Insights from Marc Laros, CTO at The Usual Hotels
Marc Laros discusses The Usual Hotels' plan to scale to 20 properties across Europe while embedding AI and sustainability into every operational decision.
Photo by Abode Worldwide
In this episode of Pillow Talk Sessions, Marc Laros, CTO at The Usual Hotels, joins host Jessica Gillingham to explore how sustainability, technology, and community are converging to shape a new kind of hotel brand — one designed as much for purpose as it is for performance.
The Usual Hotels is positioning itself as one of Europe’s most sustainable hotel brands, with an ambitious plan to scale to around 20 properties in the next five years. But what stands out isn’t just the growth — it’s how deliberately the brand is being built, with sustainability and guest experience embedded into every operational and technological decision from day one.
Marc shares how the company’s approach goes beyond surface-level sustainability. From transparent reporting to local community partnerships, the goal is to create hotels that are deeply integrated into their surroundings — not just places to stay, but spaces that contribute meaningfully to the neighborhoods they sit within.
The conversation dives into:
Why sustainability is being treated as a core operating principle rather than a marketing layer — and how transparency is key to building trust with guests.
How technology is streamlining the guest journey, from pre-arrival check-in via QR codes to fast, frictionless arrivals that take seconds instead of minutes.
The role of AI in automating routine tasks across departments — from guest communication to housekeeping coordination — while keeping humans at the center of the experience.
Why freeing staff from administrative work leads to better hospitality, not fewer jobs.
How community engagement, from local sourcing to urban garden projects, is becoming a defining part of the guest experience.
The shift away from traditional loyalty programs toward emotional connection — where guests engage with a brand because of shared values, not just points.
Marc also explains how The Usual’s tech architecture has been designed for flexibility. By building a modular, API-driven system, the team can continuously evolve its stack — swapping vendors, integrating new tools, and enabling AI agents to operate across systems without friction. It’s an approach that prioritizes adaptability over permanence, especially in a landscape where technology is moving faster than ever.
AI plays a central role in that vision. From handling guest requests in real time to supporting operational workflows across finance and housekeeping, agentic AI is being used to augment teams rather than replace them. Guests are always aware when they’re interacting with AI, and escalation to human staff is seamless — maintaining trust while improving speed and efficiency.
Technology is doing the heavy lifting behind the scenes, but the end goal is always the same — more time for human connection.
Looking ahead, The Usual Hotels is continuing to expand across Europe, with a new property opening in Florence and an active pipeline of acquisitions underway. At the same time, the team is experimenting with new guest-facing technologies, including app-free room access via Apple Wallet and further AI-driven personalization across the stay.
As Marc sees it, the future of hospitality isn’t just about smarter systems or greener buildings. It’s about aligning technology, operations, and purpose into something guests can actually feel — not just notice.
Meet the host of Pillow Talk Sessions
Jessica Gillingham is the Founder and CEO of Abode Worldwide, a strategic public relations agency dedicated to elevating the profile of transformative technology solutions in global hospitality, lodging, and rental living. An established industry thought leader, Jessica is a frequent conference speaker and author of Tech-Enabled Hospitality, a new book exploring the innovations shaping the sector.
🎧 Listen to the full episode to hear how Marc Laros and The Usual Hotels are building a new model for hospitality — where sustainability, technology, and human experience are designed to work together, not compete.
About Abode Worldwide
Abode Worldwide is an award-winning public relations agency dedicated to elevating the profiles of transformative technology solutions and enterprise-level operators in the global short-term rental, multifamily, hotel, student accommodation, coliving, and senior living sectors. Situated at the intersection of work, life, and play in the property and hospitality markets, Abode Worldwide provides strategic public relations programs designed to drive innovation and growth within these industries. To find out more about how Abode Worldwide's expert team provides cut-through public relations and content marketing with unique industry partnerships and worldwide reach, visit abodeworldwide.com.
We are The Usual, a conscious community coming to a city near you. A place to feel welcome, recharged, refuelled & connected. Where travellers & locals unite. Best of all, we are considerate of your impact, so you only have to worry about truly enjoying your stay. That way, when having a great time, becomes doing good it becomes the usual. Your usual.
Media Contact
Jessica Gillingham
Founder and CEO, Abode Worldwide [email protected]