At HITEC 2025, Ryan King, Senior Vice President for the Americas at Shiji Group, discussed why guest experience is measurable, and why it matters more than ever. He explained how tools like the Guest Review Index (GRI) allow hoteliers to detect operational issues and take real-time, actionable steps. Drawing from client examples, King highlighted how consistent feedback analysis can drive training, pricing, and ultimately profit. While AI and automation play a growing role, he emphasised that hospitality remains a human business: technology should empower people, not replace them. Reputation, he concluded, is shaped by everyday experiences, and by the people who deliver them.

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